On September 14, 2025, Google eliminated its n=100 SERP parameter, a move dramatically impacting the SEO landscape. This change mandates SEO platforms to make ten separate API requests to retrieve 100 search results, escalating operational costs by tenfold for businesses reliant on in-depth search result analysis. As noted by Keyword Insights, this modification significantly affects their rankings module and requires a reevaluation of data collection strategies. The alteration is seen as a measure to safeguard Google’s search infrastructure from automated scraping while intensifying existing pressures from rising Google Ads costs, which surged by 12.88% in Q1 2025. SEO professionals, particularly those at smaller firms, now face challenges in maintaining competitive pricing while absorbing these increased costs. This shift might accelerate market consolidation, pushing businesses to explore alternative data sources as they adapt to an evolving digital marketing landscape, further complicated by the rise of AI-generated search content.
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