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On Friday, Digital Phablet reported that Google Search has stopped displaying 100 search results per page. Recently, many users have observed significant changes in their Google Search Console performance reports, with data anomalies becoming more apparent.
Efforts were made to contact Google for clarification on whether this adjustment is a temporary glitch or an intended update, but no official response has been received yet. Updates will follow once more information is available.
The first person to spot this shift was Brodie Clark, who shared his observations on social media platforms on Sunday. He noted a noticeable decrease in desktop impressions, leading to a sharp rise in average search position metrics. Clark emphasized that if anyone has recently checked their GSC data and noticed a substantial drop in overall impressions over the past few days, they are not alone. More details are expected soon.
Several users have shared screenshots illustrating the trend, where the reports appear to be disrupted or inaccurate. The prevailing theory suggests that scraper tools, which often depend on fetching multiple pages—sometimes up to 100—are now rendered ineffective by this change. As a result, many third-party tracking and analysis tools are experiencing failures or providing incomplete data.
Brodie Clark also wrote a detailed blog post questioning whether the concept of the “great decoupling” remains valid in light of these new observations. His analysis includes a chart illustrating the potential reversal or impact on search data accuracy, highlighting the disrupted relationship between search impressions and rankings.
Attempts to seek clarity from Google’s PR team and key SEO figures, including John Mueller and Daniel Waisberg, are underway. Once responses are received, further updates will be provided.
Discussions about this development are actively taking place on social media platforms, with community members exchanging observations and hypotheses about how this change might affect search data analysis and SEO strategies.
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