Your Google Reports Look Weird This Week. Here’s What to Do…
The short version
Google removed the trick that showed 100 results on one page. Rank-tracking tools and even Google Search Console data look odd because of it. (Search Engine Roundtable)
Many sites are seeing fewer impressions and a higher average position in Search Console. That doesn’t always mean you lost real visibility. Check clicks and leads first.
Some tools are narrowing focus to the Top 10–20 results while they adjust. Plan your reporting around that range. (Semrush)
What Changed
Until last week, pros could add “&num=100” to a Google search URL and load the top 100 results at once. Google took that away. Rank-tracking tools relied on it, so their data collection methods are hitting this obstacles. (Search Engine Roundtable)
Industry outlets also flagged that Search Console graphs started looking strange right after this change, especially on desktop: impressions dropped and “average position” jumped. That points to a measurement shift, not necessarily a real rankings crash. (Search Engine Land)
Toolmakers are responding. Semrush explained what changed and emphasized the usefulness of Top 10–20 data while deeper pages are recalibrated. AccuRanker temporarily moved to Top 20 by default and is working on customizable depth. (Semrush)
What to do this week
Add an annotation to your reports for Sept 10–16: “Google SERP measurement change.” This helps you avoid misreading month-over-month or year-over-year comparisons later. (Search Engine Land)
Judge health by clicks and leads, not impressions. If calls, forms, or sales are steady, treat the impression drop as a reporting quirk.
Report on Top 20. Center your dashboards on Top 10/Top 20 rankings while tools stabilize. (Semrush)
Split desktop and mobile. The impression swing showed up most on desktop for many sites. Keep them separate in reports. (Brodie Clark Consulting)
Quick checks for small teams
If you’re a local contractor/remodeler
Google Business Profile: Keep posting weekly before/after photos and recent projects. If phone calls look normal, you’re fine even if impressions dipped.
Top keywords: Track the 15–30 phrases that bring actual calls (service + city). Focus on Top 20 movement, not page-5 noise. Semrush
If you’re running eCommerce
Product pages: Watch clicks and add-to-cart on your priority SKUs. If those hold, the impression drop is likely a measurement issue.
Ranking set: Keep your must-win queries in the Top 20 report. Use deeper ranking data only as a bonus signal for now. Semrush
Sources (good reads if you want details)
Search Engine Land on the tracking mess and odd Search Console data since late last week. Search Engine Land
Search Engine Roundtable on Google dropping the “&num=100” parameter. Search Engine Roundtable
Brodie Clark’s analysis connecting the parameter change to impression/position shifts in Search Console. Brodie Clark Consulting
Semrush newsroom on how they’re adapting SERP data collection and why Top 10–20 remains most actionable. Semrush
AccuRanker’s depth update: Top 20 by default, customizable depth coming. AccuRanker
