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September 16.2025

2 Minutes Read

Why Google Search's Broken Feature Could Impact SEO Strategies

Lost Feature: Google Search's Hidden Trick

In a rapidly changing tech landscape, Google Search just made a puzzling move that could impact many hands-on business owners and entrepreneurs relying on its functionalities. A previously useful hidden feature known as the 'num' option, which allowed users to display up to 100 search results on a single page, is no longer functioning reliably. This feature, often used by digital marketers and SEO professionals to streamline their workflow and gain quick insights into search result patterns, may soon be a thing of the past.

What Happened?

The 'num' feature, accessible by simply altering the URL to include &num=100, was a popular tool for optimizing how search results were viewed. However, reports indicate that this trick only works about half the time, leaving many users, particularly those in the marketing space, scrambling for alternatives. While Google has not confirmed that this feature will be permanently removed, the inconsistency raises questions about the reliability of some third-party tools that leverage this feature for web scraping and SEO analysis.

The Shift to Infinite Scrolling: A Background

Google made significant changes back in 2021 by introducing infinite scrolling, which kept loading more results as users scrolled down a page. While desktop platforms didn’t catch on until 2022, this new format was reverted in mid-2024, reinstating the ‘Gooooooogle’ navigation of individual pages. This reversion may signal a larger trend of Google searching for the best way to balance user experience with functional needs, including operational tools for businesses keen on optimizing their visibility.

The Future of Search Optimization

As business owners continue to rely on online search engines for visibility and engagement, the loss of the 'num' feature calls for a re-evaluation of how digital strategies are crafted. Understanding the shifts in Google’s interface can provide opportunities to adapt and innovate marketing strategies. It’s essential for businesses to stay updated with these changes and develop new tactics to navigate a landscape where flexibility and speed are crucial.

Embrace Change and Explore Alternatives

Though the recent change may appear as a setback, it is vital to view this as a chance to explore new tools and methodologies. With various SEO tools available in the market, including alternative querying methods and user experience-enhancing techniques, adapting to these circumstances can present unique opportunities for growth. As technology continues to evolve, remaining proactive and adaptable will empower businesses to stay ahead in their respective domains.

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Why Google Search's Broken Feature Could Impact SEO Strategies

Lost Feature: Google Search's Hidden Trick

What Happened?

The Shift to Infinite Scrolling: A Background

The Future of Search Optimization

Embrace Change and Explore Alternatives

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