If you noticed a sudden drop in impressions and a shift in average rankings in Google Search Console this week, you’re not alone. Many SEOs and website owners are reporting unusual data patterns since mid-September 2025. This coincides with a change Google made — the removal of the option to show 100 search results per page.
The update is causing confusion not only in Google Search Console (GSC) but also across many third-party tracking tools that rely on Google’s search results for reporting. Let’s break down what happened, why impressions dropped, and why your average ranking looks different.
Until last week, users could add the parameter &num=100
to the search results URL to view 100 results per page. This was widely used by SEO professionals and third-party rank trackers.
As of September 2025:
&num=100
parameter no longer works.This seemingly small change has had a big impact on how search rankings and impressions are measured.
Many site owners are reporting a sharp decline in impressions in GSC reports, especially on desktop. The main reasons include:
In reality, your traffic may not have dropped as dramatically as the reports suggest — it’s the reporting accuracy that’s been disrupted.
Alongside impressions, many are also noticing a rise in average position in Google Search Console.
Here’s why:
So, while it looks like your average ranking improved, it may not reflect actual SERP visibility.
The September 2025 Google Search update — specifically the removal of the 100 results per page option — has disrupted both third-party tracking tools and Google Search Console reporting.
If you see dropped impressions and changed average rankings, don’t assume your website’s SEO performance has collapsed. This is likely a reporting glitch tied to the update, not an actual ranking loss.
At DGTLmart, we’re closely monitoring the situation and will continue to update our clients as more clarity comes from Google.
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