In the ever-evolving landscape of search engine optimization (SEO), Google's recent tweak to its Search Engine Results Page (SERP) parameters has sent ripples through the digital marketing community. On September 14, 2025, Google discontinued the &num=100 parameter, which previously allowed tools to fetch up to 100 organic results in a single API call.

This change effectively caps bulk access to the first 100 organic listings for any query, forcing SEO platforms to make multiple requests for deeper insights. As Ahrefs aptly put it in their update: "While rank tracking is only one part of our product, it’s important. These changes don’t impact the frequency of our updates, but will reduce the number of results we can check for each term beyond Google’s first page.



We’re continuing to monitor the situation and are reviewing ways to adapt to this new environment while minimizing disruption to your workflows. The first page of search results has always been the most valuable, as that’s where most clicks tend to go, but there’s also value in the rankings beyond that. For instance, you may want to see opportunities to improve and refresh your content, or identify recently published content that’s starting to perform well on your own site or others.

Small Business Websites

Typically a small business website relies on organic search to drive traffic and leads, this isn't just a technical footnote, it's a seismic shift. With limited resources and fierce competition from larger players, these enterprises have long leaned on affordable SEO tools to monitor performance across a broad spectrum of keywords.

Now, with tracking throttled beyond the top 100 results, the playing field feels even more tilted. But amid the uncertainty, services like EZ Web Broker Service emerge as a beacon, offering tailored strategies to not only weather the storm but thrive in it. In this article, we'll dissect the impacts on small businesses and explore how EZ Web Broker can turn these challenges into opportunities, backed by key statistics that underscore the stakes.

Decoding Google's 100-Result Cap: What It Means for SEO Tracking

At its core, the &num=100 removal stems from Google's ongoing efforts to refine API usage and combat scraping, but it has profound implications for rank tracking software. Previously, tools like Ahrefs, Semrush, and others could efficiently pull comprehensive data on keyword positions, impressions, and competitor rankings in one fell swoop. Now, fetching results beyond the first page requires up to 10 separate calls, spiking operational costs and slowing data processing. For users, this translates to incomplete datasets, especially for long-tail keywords, which often rank lower but convert higher for niche audiences.

Imagine running a local bakery in a mid-sized city. Your SEO strategy might target queries like "gluten-free cupcakes near me delivery" or "best vegan desserts in your town 2025." These long-tail terms, typically buried beyond page one, are goldmines for small businesses because they face less competition and align closely with specific user intent. Without easy access to track them, owners risk flying blind, unable to spot rising trends or content gaps. Google's move reinforces the "first-page dominance" mantra, where the top three organic results snag 68.7% of clicks,a stark reminder that visibility is currency in search.

3 The Ripple Effects: How This Hits Small Businesses Hardest

Small businesses, which make up 99.9% of U.S. firms and employ nearly half the workforce, are uniquely vulnerable here. Unlike conglomerates with in-house SEO teams and hefty budgets, these operations often juggle marketing on a shoestring. The 100-result limit exacerbates existing pain points, starting with visibility erosion. In an era where 53.3% of all website traffic stems from organic searches, any barrier to monitoring that flow is a direct threat to revenue. For a small e-commerce site selling handmade jewelry, losing granular insights into mid-tier rankings could mean missing out on seasonal spikes from queries like "affordable boho earrings under $20.

Consider the tracking conundrum: DIY tools like Google Search Console now show impression drops for sites previously visible in deeper results, as pagination shifts to infinite scroll without bulk options. Small business owners, already stretched thin, face higher subscription fees for premium trackers adapting via pricier API workarounds. A 2025 survey reveals that 40% of small businesses outsource some or all of their local SEO operations precisely because in-house efforts are resource-intensive. Yet, with tools scaling back depth, even outsourced services must pivot, potentially passing costs downstream.

Long-tail keywords amplify the issue.

These phrase-specific searches (three or more words) drive 70% of search traffic for many sites and boast conversion rates up to 2.5 times higher than short-tail terms. For a boutique fitness studio, optimizing for "online yoga classes for beginners with back pain" could fill classes without PPC spend. But if tracking is capped at 100 results, identifying and nurturing these gems becomes guesswork. Add to that the fact that 91.5% of users never venture past the first page, and the pressure mounts: small sites must claw for every spot in that elite club or risk obscurity.

Budget constraints compound the chaos. SEO software costs, already a line-item squeeze, could rise 20-50% as providers offset API hikes. Time-poor entrepreneurs might deprioritize SEO altogether, leading to stagnant traffic, critical when organic channels fuel 42% of daily local business searches by U.S. consumers. The net result? Slower growth, missed leads, and a widening gap with big-box competitors who can afford bespoke solutions.

EZ Web Broker Service: Your Adaptive Ally in the Post-100 Era

Enter EZ Web Broker Service, a nimble SEO brokerage service designed for small businesses navigating turbulent search waters. Specializing in website design, digital marketing, and SEO optimization, EZ Web Broker bridges the gap between complex algorithm shifts and actionable strategies. Unlike one-size-fits-all platforms, their broker model connects clients with vetted experts who adapt in real-time, ensuring your SEO investment yields dividends even as Google evolves.

First, EZ Web Broker excels at first-page fortification. Recognizing that the top spot commands a 27.6% click-through rate (CTR), their team prioritizes high-intent, short-to-medium tail keywords that punch above their weight. Through audits and content refreshes, they boost on-page elements like metadata and user experience signals, which remain unaffected by the parameter change. For a small coffee roaster, this might mean revamping product pages to dominate "fresh organic coffee beans subscription," driving immediate traffic without chasing elusive deep-page ranks.

Second, they safeguard long-tail opportunities with hybrid tracking. While bulk tools falter, EZ Web Broker employs manual curation, semantic analysis, and AI-driven forecasting to monitor beyond the 100-result wall. Their service includes monthly reports on emerging queries, helping businesses like a family-owned bookstore spot "cozy mystery novels for fall reading 2025" before competitors. This proactive stance minimizes disruption, aligning with Ahrefs' nod to content refresh value.



Cost-efficiency is a cornerstone. As a broker, EZ Web Broker negotiates competitive rates, bundling SEO with web design and analytics setup—often at 30-50% less than direct tool subscriptions. For small businesses outsourcing 40% of local SEO, this means scalable support without lock-in contracts. They also integrate voice search and mobile optimization, crucial as 84% of visitors prefer mobile-first sites in 2025. In the midst of Google's cap, their emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) ensures content resonates, countering zero-click searches that siphon 65% of queries.

At EZ Web Broker Service we foster sustaining SEO results through education. Clients receive consulting on adapting workflows, echoing Ahrefs' minimization pledge, empowering owners to spot site-specific wins, like underperforming pages ripe for updates.

Charting the Path Forward: SEO's Enduring Power for Small Wins

Google's 100-result limit isn't the end of SEO, it's a call to refine. For small businesses, it underscores the need for agile, expert-guided approaches over scattershot tracking. With 73% now boasting websites (up from 64% in 2020), the opportunity is ripe, but execution is key. EZ Web Broker stands out by demystifying these shifts, delivering measurable ROI through targeted optimization and unwavering support.

In closing, it the perfect time to embrace this Google Search modification as a catalyst. By partnering with EZ Web Broker, small businesses can reclaim control, turning Google's guardrails into growth accelerators. After all, in a world where organic traffic powers over half of web visits, staying visible isn't optional; it's existential.

Ready to adapt? Reach out to EZ Web Broker Service today and secure your spot in the SERPs that matter most.