Why Google’s &num= Parameter Matters for SEO (Real Impact Explained)

Introduction

The &num= parameter in Google Search URLs controls the requested number of web results per page (e.g., 10 vs 100). It does not change rankings, but it does change what you see—and what you measure. This guide explains when Google honors it, how it impacts rank checks, CTR modeling, QA workflows, and why standardizing &num= is a quiet SEO advantage in 2025.

What &num= does (and doesn’t) do

• Does: Request more (or fewer) organic results on the page (commonly 10 or up to ~100 on desktop).
• Doesn’t: Reorder or re-rank organic listings. Position is the same; only page density changes.
• Sometimes ignored or capped: On mobile, for certain verticals, or under experiments and AI/overview panels, Google may cap or ignore the value.

Why SEOs should care

• Rank-check consistency: A top-10 view (&num=10) vs a top-100 view (&num=100) can change perceived “visibility” above the fold. Standardize your audits to avoid false deltas.
• CTR modeling: Click curves differ by fold depth and SERP modules. If your team mixes &num=10 and &num=100 screenshots, your CTR expectations wobble.
• Module density diagnostics: More results per page compress where PAA, Top Stories, and other units appear relative to organic #1–#10.

When Google honors &num= (typical patterns)

• Desktop classic web results: Often respects 10–100.
• Mobile & mixed SERPs: More likely capped; infinite-scrolling UX can dilute the effect.
• Answer/AI surfaces: Summary modules may load independently of &num=.

Takeaway: Treat &num= as a request, not a guarantee. Your measurement workflow must account for variance.

Set a team standard

Pick one of these approaches and stick to it across screenshots, QA, and rank spot-checks.

• Discovery mode: Use &num=100 (desktop) to surface long-tail competitors and secondary sitelinks quickly.
• Decision/QA mode: Use &num=10 to approximate the primary viewport and fold pressure.

Practical workflow (copy this)

1. Lock your viewport + &num= preset: Decide desktop vs mobile, and fix &num= for each audit type.
2. Capture the snippet & fold: Record above-the-fold modules and the first organic titles. Use Google Search Preview to confirm truncation risk.
3. Note module order: PAA, Top Stories, Images, AI summaries—log their positions vs your listing.
4. Document internal link targets: Make sure the URL in your title goes to a final 200 using URL Redirect Checker and HTTP Headers Lookup.

How &num= affects screenshots, not rankings

Changing &num= alters how much organic inventory appears on one page load. That can make a result “look” closer or farther from the fold in screenshots, even though its rank is unchanged. Keep this distinction clear in internal reports to avoid misinterpreting performance.

QA checklist for titles & snippets (independent of &num=)

• Decision phrase ≲ 60 chars; verify in Search Preview.
• 40–55-word snippet under H1; confirm presence with Website Text Extractor.
• Meta/OG parity: validate with Meta Tags Checker + OpenGraph Checker.

Performance still wins the SERP real estate battle

• TTFB < 600 ms: check with TTFB Checker.
• < 2 MB page weight; verify with Page Size Checker.
• Alt text & descriptive filenames for images: Image Alt Tags Checker.

Common pitfalls (and fixes)

• Mixing audits: Team members use different &num= values → conflicting screenshots. Fix: add a policy in your QA checklist.
• Misreading visibility: A result “looks” lower on &num=100. Fix: track rank and pixel depth separately.
• Inconsistent redirects: Title URL hops → ranking unchanged, but click friction rises. Fix: enforce final-200 paths with Redirect Checker.

Copy-and-paste SERP audit worksheet (CSV)

Query, Locale/Device, num, Modules Above Fold, Rank, Pixel Depth, Title OK (Y/N), Snippet 40–55w (Y/N), Meta/OG Parity (Y/N), Final-200 (Y/N), Notes, Owner, Date

Internal links you should include

• Blog hub (related guides)
• Plans (standardize QA & governance)
• Sign-up or Login when relevant
• Ensure important pages are in your Sitemap

FAQs