"With the parameter's removal, Google results are now paginated for all queries, meaning an impression should only be counted when a URL appears on a page a user actually views. This has led to the drop in total impressions for many websites (not just yours), but each impression now represents a more accurate measurement of actual user visibility."
"Yup, I am seeing this across clients Barry Schwartz and it 100% aligns with the Google 100=NUM parameter change, however, impression data is inconsistent --- some see no change after the big impression drop on 9/10, others more recently have seen impressions almost get back to pre 9/10 levels - especially in the last 2 to 3 weeks --- assuming that is more seasonality with BF/CM...... I do see a correlation recently with big impression spikes coinciding with avg. position declines for those date(s)."
"num=100 was depreciated = SEO tools could not crawl easily anymore = less impressions from bots. I see a variety of results across accounts, mostly affected are the ones where the search terms the website ranks for are popular among those using SEO tools."
Google removed the num=100 parameter, preventing SEO tools and scrapers from requesting 100 results per page. Search results are now paginated for all queries, so an impression should only be counted when a URL appears on a page a user actually views. Many websites experienced a drop in total impressions while average position metrics improved because fewer bot-driven impressions were recorded. The timing and magnitude of the impact vary across accounts; some saw large impression drops around 9/10 while others partially recovered in subsequent weeks. Sites ranking for terms popular with SEO tools are most affected.
Read at Search Engine Roundtable
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