Anyone trying to understand their search engine rankings via Google could be forgiven for feeling somewhat confused by the data being presented at the moment. Both the tech juggernaut’s Google Search Console – which helps site owners monitor their presence in the search results – and ‘most’ (according to one source) of its third-party tracking tools seem to have struggled recently with reporting organic traffic and ranking data.
What’s Happened to Search Engine Optimisation Reporting?
Not long ago, Google, with little fanfare, dropped the option to display a hundred search results per page rather than 10 as the default, which you could access using parameter &num=100. This has meant results currently only display in smaller groups.
Equally, third-party rank-checking tools, which used to be able to obtain that number of search results (i.e. 100) on a single query, now have to pay 10 times as much for the same data. This means that these tools need to change the way they track beyond the first page of the search results. Some have stated they’re having problems and are working on solutions, while others have remained silent. However, when you see the reporting, it’s noticeable that something is awry or that information is missing.
Indeed, one respected industry website went as far as to say: “Most of the third-party Google Search tracking tools are broken and not tracking properly.”
The same goes for Google Search Console’s performance reports. For example, some websites are seeing a steep drop in desktop impressions, leading to a significant change in average position.
Why This Matters for Your SEO Strategy
It’s not yet clear why Google dropped the 100 search results per page parameter – it could have been due to a bug or a deliberate decision to remove this feature. It’s also unclear why the parameter change would affect data reporting in this way.
But one also has to accept that Google has always experimented with the way it displays search engine optimisation (SEO) data, and no doubt always will. So such changes are part of search’s continual evolution. And you perhaps have to accept that you won’t get perfect accuracy at the moment, and keep an eye out for further updates.
The move follows the recent release of the August 2025 spam update on August 26th, which the search giant said could take a few weeks to complete.
How SEO Consultants Can Help Business Owners Adapt
This is exactly the kind of shift that we at award-winning Simply Search can help you stay abreast of. We provide expert SEO consulting services, including:
- SEO audits to identify ranking opportunities
- Keyword research for long-term growth
- Google Analytics consulting services
- Google Tag Manager support
- Link building strategies to improve search engine rankings
- Tailored SEO campaigns to align with your business goals
Our diverse team of SEO specialists and search engine optimisation consultants combine technical expertise with a data-driven approach. This ensures that you enjoy the best possible return on investment, improved user experience, and sustainable growth in organic traffic.
Partner With SEO Experts to Grow Your Business
This is exactly the kind of shift that we at award-winning Simply Search can help you stay abreast of. At Simply Search, we understand that business owners need clear guidance, not confusion. We provide expert SEO packages, solutions and strategies, while remaining informed across all the latest developments and changes in search and keeping our varied client base informed at all times.
Our role as your trusted SEO agency is to help you interpret the impact of changes, stay ahead of competitors, and ultimately grow your business.
Our diverse team has a range of different skills and backgrounds, so that you enjoy the best possible SEO services and return on investment in the shortest possible time for your budget, thanks to our expert, tailored service, which works to meet the unique needs of your website and your business. Get in touch today – and book your free website review