Google has quietly deprecated the &num=100 parameter, a small change with big GEO implications. Earlier, AI scrapers could fetch 100 results in one go; with Google deprecating this parameter, the game has changed, and now, fetching 100 results requires 10 separate paginated queries! In our Digital Marketing class with Raghuram Ramadoss, we recently discussed the nuances between GEO (Generative Engine Optimization) and SEO. This update is a timely reminder of two key trends: #1: SEO will continue to evolve, but a strong SEO strategy ensures your content is discoverable. #2: Paid search is only becoming more critical. Google is clearly defending its advertising moat. After all, ads made up ~77% of its total revenue in 2024. Smart marketers will invest in both organic and paid strategies to stay visible in the evolving search landscape. Great OG post by Adarsh Appaiah.
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
