The Silent Google Update That’s Rewriting the Rules of SEO, AI and Digital Visibility

Did you notice the change?

Have you asked ChatGPT, Gemini, or even Google the same question last week — only to get a completely different answer today? If so, it’s not a coincidence.
Responses are getting shorter, content feels more uniform, and some familiar websites have suddenly vanished from view.
The reason? Google has made a quiet yet strategic change — one that’s already reshaping everything: SEO specialists, brands, small businesses, and even artificial intelligence itself.

What actually changed?

In September, Google removed the ability to display 100 results per page using the well-known &num=100 parameter.
Until recently, this was an indispensable tool for SEO analysis, allowing experts, research tools, and AI systems to see up to 100 results at once.
It provided access to the so-called “long tail” — the vast territory beyond the first page, where niche opportunities, emerging competitors, and valuable but less-optimized websites often reside.

The new limit of 10 results — less data, less visibility

Following the change, Google results are now capped at just 10 per page.
Standard tracking tools like Ahrefs, Semrush, and AccuRanker have effectively lost access to positions 11–100.
The result?
Visibility beyond the top 10 has dropped dramatically — by as much as 88%, according to estimates.
SEO experts can no longer easily identify keywords that hover near the first page, making competition analysis harder and more expensive, while increasing pressure on agencies and data providers.

The impact on artificial intelligence

Interestingly, this change affects not only SEO – the AI ecosystem is also feeling the impact. Many large language models, including those trained on publicly available search data, now have access only to the top search results. This limits the diversity of sources they use for summaries and recommendations, making online information “shallower” for both humans and machines. In this context, a new approach becomes necessary – Generative Engine Optimization (GEO), where content must be not only visible to people but also understandable and usable by generative systems. Ultimately, this impacts the quality and depth of the content that we all see and use.

Small businesses lose — big brands win

For websites and brands outside the top 10, the impact is significant.
Even high-quality pages are now struggling to be discovered organically.
For many, the only alternatives are paid advertising or strong brand recognition — otherwise, they risk disappearing from the algorithm’s radar. To stay visible, small businesses will need to think not only in terms of SEO but also GEO – optimization for generative search engines, which are increasingly shaping what information users actually see.

SEO becomes GEO – Generative Engine Optimization

This shift accelerates the evolution of SEO – from the classic “keyword ranking” approach to optimization for generative search engines (Generative Engine Optimization), encompassing the overall visibility and relevance of content in the era of artificial intelligence.

In this new era, what truly matters is:

• Brand authority – Google increasingly favors trusted and recognizable sources.
• Semantic optimization – content structured in a way that AI systems can interpret and include in summaries.
• User behavior – engagement and on-page time will weigh more heavily than the number of backlinks.

We’re ready — and our clients are protected

As an agency with over 20 years of experience in digital marketing, we monitor the dynamics of changes in real time and take timely action. Learn more about our AI Optimization

Our team:

• Analyze algorithm behavior and adjust strategies instantly.
• Align SEO with AI optimization so that our clients’ content is visible not only to Google but also to intelligent systems that “read” the web.
• Work to ensure that visibility, traffic, and trust are achieved naturally and effectively.
• Keep our clients not just up to date — but one step ahead.

What’s next?

The removal of num=100 is only the beginning of a deeper transformation in how information is discovered and shared online. The new algorithms demand smarter strategies, more human creativity, and content that’s not only optimized for search engines but also adapted for generative systems – the foundation of the new era of GEO (Generative Engine Optimization). With the right partner who understands algorithms and adapts strategies accordingly, businesses can navigate this shifting digital landscape with confidence and grow sustainably.
With the right partner who understands algorithms and adapts strategies accordingly, businesses can navigate this shifting digital landscape with confidence and grow sustainably.

* Sources: Ahrefs, Semrush, AccuRanker, Google Search Console, Search Engine Journal, Search Engine Roundtable