Google removes num=100 search parameter, impacting startups and LLMs

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon

Google just made a subtle but massive change Last month, Google quietly removed the num=100 search parameter. This means you can no longer view 100 results at once. The default max is now 10. Why does this matter? - Most LLMs (OpenAI, Perplexity, etc.) rely (directly or indirectly) on Google’s indexed results, alongside their own crawlers. - Overnight, their access to the “long tail” of the internet was cut by 90%. The fallout: -According to Search Engine Land, 88% of sites saw a drop in impressions. - Reddit, which often ranks in positions 11–100, saw its LLM citations plummet. Its stock dropped 15%, wiping out ~$5B in market cap. For startups, this is brutal. Visibility just got harder. It’s no longer enough to build a great product you need to crack distribution first. Because if people can’t discover you, they’ll never get to evaluate you. In today’s AI-driven ecosystem:  Distribution > Product AuthenCIO Raghav Arora Samiran Phukon