Google Changes How It Displays Data For SERP Collection
Posted on
- 16 September 2025
Rank Report Tools Struggling To Display Search Results
Over the past week Google has recently changed the way it displays search results which has now affected all worldwide ranking tools.
The way rank report tools work is that they add “&num=100” to the parameter search URL (at the end of the url search). For example – when we search:
‘online marketing company’
The reporting tools add the parameter “&num=100” to the end of the URL to display the top 100 results on a single result page:
https://www.google.com/search?q=online+marketing+company&num=100
From here, it reports back where that keyword is ranking in the reporting tools. So in this example of ‘online marketing company’ – Digital Debut is ranking position 1, which means the reporting software will be able track this.
Now, since reporting tools are no longer able to display the top 100 results on a single page, whatever is not on page 1 (the top 10 results) will not be recorded. That means all report tools will show rankings like this:
NOT TO WORRY, as you have not lost rankings. The reporting tools are currently experiencing issues recording results that are not on page one. This will just make it harder for your SEO Company to report on ranking results.
After speaking with our reporting software team, this may be here to stay. Typical of Google to force people into spending more on ads. However, they are looking for a workaround and hopefully the software engineers will be able to pull data from results beyond page 1 without putting too much stress on the servers.
