The end of the &num=100 parameter in Google: what it means and how it affects hotels
Marketing 12/11/2025
Google has just closed a door that had been open for over a decade. The parameter &num=100, that URL appendage that allowed up to 100 search results to be displayed on a single page, has disappeared for good. From now on, the search engine limits visibility to the first 10 results , or the equivalent of "infinite scroll."
At first glance, it might seem like an insignificant change, but for those who manage a hotel's digital visibility, it directly impacts how SEO tools measure it and display the data .
For years, Google allowed users to display up to 100 results on a single page by adding `&num=100` to the end of any URL in the search results. This was a residual feature, unnecessary for users, but essential for SEO tools like SEMrush, Ahrefs, Sistrix , automated crawlers, and any ranking tracking platform.
Thanks to this parameter, we could know, for example, if a hotel occupied position 37 for the search “hotels with Spa in Malaga”, a granularity that allowed us to detect opportunities, measure the impact of optimizations and anticipate trends before they were reflected in the traffic.
Example URL with the aforementioned parameter:
https://www.google.com/search?q=hotel+in+malaga&num=100
Now, that URL returns exactly the same as if it were run without the parameter: only the first 10 results.
This change of direction responds, on the one hand, to a strategy of simplifying the user experience and standardizing infinite scrolling (now, the user navigates through the results without needing to change pages), and on the other hand, to issues related to operational optimization and security:
If you use SEO tools that employ this parameter, it's important to know that they will no longer be able to access positions beyond the Top 10 using traditional search queries. Therefore, they are likely to show fewer ranking keywords (keywords that previously appeared in positions 25, 40, or 68 will have disappeared from the reports) or reflect drops in visibility.
But be aware: this doesn't mean you've lost your ranking. Your hotel is still where it was; it just can't be measured with the same precision now.
With this new paradigm, your graphs may show fewer impressions, both in Google Search Console and in external tools. However, this doesn't reflect a real loss of human traffic, but rather a purging of automated or bot-generated data. In other words, the traffic remains the same, but the visibility "snapshot" changes.
It may appear that there's a drop in SEO performance, but this is a technical adjustment to how Google delivers results, with no direct impact on ranking or bookings. What's changing is the system for measuring and displaying the data.
At Paraty Tech, we've understood hotel SEO for years as the result of generating relevance and conversions, not as a competition for rankings . This change by Google, far from being a challenge, reaffirms our philosophy: "Our goal isn't limited to appearing in position 48, but to consolidating a place among the top 10 positions through original content, a strong brand, and impeccable technical expertise ," explains Abel Velasco , Growth Team Leader at Paraty Tech.
Far from being a threat, this adjustment is an opportunity to eliminate the noise and focus the analysis on what really matters: generating direct bookings from your official website. And to that end, let's recap:
What was once an ocean of positions has now become a smaller battlefield. And for those with a well-trained team and a strategy defined by experts, this is not a limitation, but a perfectly manageable challenge.
Ultimately, the best indicator is not the one that provides the most data, but the one that helps us make smarter decisions, and this continues to be quality traffic that translates into direct bookings.
At first glance, it might seem like an insignificant change, but for those who manage a hotel's digital visibility, it directly impacts how SEO tools measure it and display the data .
What was the parameter &num=100?
For years, Google allowed users to display up to 100 results on a single page by adding `&num=100` to the end of any URL in the search results. This was a residual feature, unnecessary for users, but essential for SEO tools like SEMrush, Ahrefs, Sistrix , automated crawlers, and any ranking tracking platform.
Thanks to this parameter, we could know, for example, if a hotel occupied position 37 for the search “hotels with Spa in Malaga”, a granularity that allowed us to detect opportunities, measure the impact of optimizations and anticipate trends before they were reflected in the traffic.
Example URL with the aforementioned parameter:
https://www.google.com/search?q=hotel+in+malaga&num=100
Now, that URL returns exactly the same as if it were run without the parameter: only the first 10 results.
Why has Google made that decision?
This change of direction responds, on the one hand, to a strategy of simplifying the user experience and standardizing infinite scrolling (now, the user navigates through the results without needing to change pages), and on the other hand, to issues related to operational optimization and security:
- Reduce the load on the servers
Thousands of daily queries that do not correspond to real users are avoided, with the consequent and very significant saving of resources. - Increase protection against scrapers and massive bots
Google has been fighting against mass tracking of its search results for years. This measure makes large-scale automated data extraction more difficult. - Ensure consistency with the current navigation model
Infinite scrolling is now the standard on mobile and is becoming established on desktop. Maintaining a legacy setting contradicted this new experience.
The real impact on the hotel sector
Changes to tracking tools
If you use SEO tools that employ this parameter, it's important to know that they will no longer be able to access positions beyond the Top 10 using traditional search queries. Therefore, they are likely to show fewer ranking keywords (keywords that previously appeared in positions 25, 40, or 68 will have disappeared from the reports) or reflect drops in visibility.
But be aware: this doesn't mean you've lost your ranking. Your hotel is still where it was; it just can't be measured with the same precision now.
Down in impressions, but not in traffic
With this new paradigm, your graphs may show fewer impressions, both in Google Search Console and in external tools. However, this doesn't reflect a real loss of human traffic, but rather a purging of automated or bot-generated data. In other words, the traffic remains the same, but the visibility "snapshot" changes.
Misperception of performance
It may appear that there's a drop in SEO performance, but this is a technical adjustment to how Google delivers results, with no direct impact on ranking or bookings. What's changing is the system for measuring and displaying the data.
What should hoteliers do in the face of this change?
- Don't panic about the charts . It's a technical change, so there's no penalty or actual loss of ranking.
- Compare real traffic metrics . Although many SEO tools are already adapting their platforms, don't measure visibility solely through them. GA4 will be the one that truly reflects any variations in organic traffic.
- Review dashboards or internal reports . First, adjust expectations to reflect this new scenario, and then ensure this is communicated effectively internally to avoid confusion among management and/or marketing teams.
- Continue optimizing branded keywords and valuable content . This change only affects superficial metrics, not those who already had a well-defined SEO strategy in place. The current landscape suggests that you continue to focus your efforts on optimizing branded keywords and valuable content.
- Quality organic traffic (sessions with booking intent)
- Conversion rate from organic
- Direct bookings attributable to SEO
- Visibility share in brand searches
The view from Paraty Tech
At Paraty Tech, we've understood hotel SEO for years as the result of generating relevance and conversions, not as a competition for rankings . This change by Google, far from being a challenge, reaffirms our philosophy: "Our goal isn't limited to appearing in position 48, but to consolidating a place among the top 10 positions through original content, a strong brand, and impeccable technical expertise ," explains Abel Velasco , Growth Team Leader at Paraty Tech.
Far from being a threat, this adjustment is an opportunity to eliminate the noise and focus the analysis on what really matters: generating direct bookings from your official website. And to that end, let's recap:
How will hoteliers detect the change?
- Drops in Semsrush charts or other tools.
- Slight decreases in highly competitive keywords in Google Search Console.
So what should they do?
- Interpret the data correctly, differentiating between tracking data (tools) and real user data (GA4).
- Maintain focus on brand keywords and qualified traffic.
- Communicate internally that decreases in visibility do not reflect actual losses.
Conclusion: tranquility and perspective
What was once an ocean of positions has now become a smaller battlefield. And for those with a well-trained team and a strategy defined by experts, this is not a limitation, but a perfectly manageable challenge.
Ultimately, the best indicator is not the one that provides the most data, but the one that helps us make smarter decisions, and this continues to be quality traffic that translates into direct bookings.
