You might have noticed something strange in your Google Search Console data recently…
Maybe your impressions dropped dramatically around mid-September, or your average position suddenly improved without any obvious reason. But before you panic, this likely isn’t a reflection of your actual SEO performance.
Here’s what really happened, what it means for your business, and how 5K’s deep expertise ensures you always get the most accurate picture of your search performance.
The Change That Shook the SEO Industry
On September 12-14, 2025, Google quietly disabled a technical parameter called “&num=100” that SEO tools have relied on for years. Technical jargon no C-suite exec cares about — I know. But bear with me for a few sentences.
This parameter allowed rank tracking tools to view 100 search results on a single page instead of the standard 10. Think of it like switching from seeing an entire department store directory to only seeing the window display. Suddenly, tracking where your business ranks beyond the first page became exponentially more difficult and expensive for SEO tools.
Why does this matter to you? This change fundamentally altered how SEO data gets collected and reported across the entire industry, including data in your Google Search Console. Previously, SEO agencies could efficiently monitor whether your business was climbing from position 45 to position 23 with a single check (never 100% perfect, but close). Now, tracking those improvements requires 10 separate searches, making comprehensive monitoring 10 times more expensive and complicated.
As Search Engine Land reported, Google confirmed they no longer support this parameter, leaving the entire SEO industry to adapt overnight.
What You’re Seeing in Your Data (And Why)
If you’ve logged into Google Search Console lately, you might have noticed:
- Impressions dropped approx. 30-50% (especially on desktop)
- Average position improved significantly
- Fewer tracked keywords showing up in reports
- Missing data for keywords that used to rank on pages 3-10
Here’s the reality: Your actual rankings likely didn’t change. The measurement method did.
The “Bot Impression” Problem
For years, SEO tools were — at least to some extent — artificially inflating your Search Console data. When a rank tracking tool checked your position #67 for a keyword, that registered as an “impression” in Google’s system, even though no real human ever saw your site in that position.
These “bot-generated” impressions from positions 50, 60, 70+ got factored into your average position calculation, pulling your average position down significantly. If you were ranking #8 for a keyword where real users actually see you, but also #67 for a related term that only (or, at least mainly) bots viewed, your reported average position might have been 57.2 — a wildly inaccurate representation of where humans actually encounter your business.
Now that Google eliminated this parameter, your data reflects real human behavior more accurately. That “improved” average position? It’s probably closer to where people actually find you.
The Industry-Wide Impact
This change hit major SEO platforms hard:
- Ahrefs publicly acknowledged reduced ability to track beyond page 1
- Semrush confirmed “significant operational impact” with costs increasing 10x
- Keyword Insights and other tools saw their tracking capabilities disrupted overnight
- 87.7% of sites lost impressions in Google Search Console according to analysis of 319 properties
The lack of advance warning has created much talk chaos across the industry. Unlike previous changes, Google provided zero notice, leaving most agencies scrambling to understand what happened.
What This Means for Your Business
The Good News
- Your Search Console data is now more accurate and reflects real user behavior
- You can trust that “improved” average positions represent where humans actually see you
- Less noise from bot traffic means cleaner insights
The Challenges
- Historical data comparisons become complicated (pre vs. post September 2025)
- Tracking long-tail keywords ranking on pages 3+ becomes more difficult
- Some rank tracking reports may show gaps or “missing” data
What You Should Focus On
The most important rankings were never affected by this change — positions 1-10 where real users actually click. This change reinforces what we’ve always known: page 1 rankings drive real business results. Of course, many “money making” queries don’t just suddenly appear on page 1. They often take a trajectory of starting lower in the SERPs and building up over time (if your SEO efforts are effective). These tracking changes make monitoring more difficult, but not impossible.
How 5K Navigates These Changes
While other agencies scramble to adapt, 5K’s approach keeps you ahead:
Our team monitors industry developments and Google’s evolving practices. We’ve been working in a way that prepares for changes like this as part of our commitment to providing the most accurate data possible, backed by proven SEO strategies. We really do stay on the cutting edge of the industry. It’s exciting. Sometimes it’s tiring (it feels like the wild west). But it’s always rewarding.
Multi-Source Data Strategy
We don’t rely on a single tool or data source. Our comprehensive SEO services combine:
- Google Search Console data (now more accurate than ever)
- Multiple rank tracking platforms
- First-party website analytics
- Search performance monitoring
- Competitive intelligence tools
Focus on What Matters
We’ve always prioritized metrics that drive real business growth:
- Page 1 rankings for your most valuable keywords
- Click-through rates and actual traffic
- Conversion rates from organic search
- Revenue attribution from SEO efforts
Transparent Reporting
When industry changes like this occur, we immediately:
- Analyze the impact on your specific data
- Add context and annotations to reports
- Adjust benchmarks and expectations accordingly
- Communicate changes clearly without technical jargon
The 5K Advantage: Deep Expertise When It Matters Most
This situation perfectly illustrates why working with experienced SEO experts matters. When Google makes unexpected changes:
- Inexperienced agencies panic and scramble
- 5K adapts quickly because we understand the underlying systems
We don’t just report numbers, we interpret them. When your impression data drops 40% overnight, we know to check for methodology changes before assuming performance issues. When your average position suddenly improves, we can explain why and what it actually means for your business.
Moving Forward: What to Expect
Google’s changes reflect a broader trend toward more authentic search data and reduced tolerance for automated scraping. According to Ahrefs’ official statement, the search landscape is constantly evolving, especially with new opportunities thanks to AI. We expect:
- Continued evolution in how search data gets collected
- Greater emphasis on real user engagement metrics
- More accurate but potentially less granular ranking data
The SEO landscape constantly evolves, but fundamental principles remain: create valuable content, optimize for user experience, and focus on metrics that drive real business results. Our content marketing services help businesses adapt to these changes while maintaining strong search visibility.
Your Next Steps
If you’re seeing unusual patterns in your SEO data:
- Don’t panic about sudden drops in impressions around mid-September
- Focus on trends rather than absolute numbers
- Trust the process if you’re working with experienced professionals
- Consider the bigger picture — are you still getting quality traffic and conversions?
If you’re not currently working with an SEO expert who can navigate these industry changes, this might be the perfect time to consider a partner who stays ahead of the curve. Learn more about our comprehensive growth services and how we help businesses build scalable, predictable growth systems.
At 5K, we’ve been helping businesses navigate Google’s changes for over 20 years. We don’t just adapt to industry shifts—we anticipate them and keep our clients ahead of the competition. Want to see how our expertise can benefit your business? Schedule a Growth Strategy Session to discuss your SEO goals.
