Google's policy change spurs a shift in SEO practices, with the expense of tracking platforms escalating a staggering 10 times
In the digital marketing world, 2025 has been a year of significant changes for SEO tools as Google implements various restrictions on data access. This shift has led to mounting challenges for the industry, causing operational costs to skyrocket for some platforms.
One of the most affected companies, Semrush, has announced a 10-fold increase in operational costs due to these changes. In response, some SEO tools may transition from unlimited tracking tiers to usage-based pricing models.
The modification, which eliminated the &num=100 parameter, now requires SEO platforms to execute 10 separate requests instead of a single call to retrieve 100 search results. This affects global SEO tool operations dependent on Google search result data.
Google's decision appears designed to protect its search infrastructure from automated data scraping while forcing SEO platforms to adopt more expensive data collection methods. Organizations tracking large keyword portfolios face the greatest operational changes, as they must evaluate whether deep ranking data justifies increased subscription costs.
The removal of the URL parameter impacts SEO platforms like Semrush, SeoClarity, STAT Search Analytics, and Moz Pro, which must adapt their systems to maintain core functionality. Keyword Insights, for example, has acknowledged the impact of the change on their rankings module, stating, "Google has killed the n=100 SERP parameter."
Despite these challenges, some platforms are exploring distributed request strategies, API integrations, and alternative data sources to maintain service quality while managing the increased costs. Alternative data sources, such as social media monitoring, content discovery platforms, and industry-specific research tools, may gain market share as businesses diversify their competitive intelligence approaches.
The timing of these changes coincides with existing cost pressures from Google's advertising platforms, with marketing professionals experiencing significant operational cost increases throughout 2025. As a result, marketing teams may reduce SEO tool subscriptions or consolidate services to manage budget pressures, potentially benefiting established platforms with comprehensive feature sets and challenging specialized point solutions.
Budget planning for 2026 should account for potential price increases across SEO platforms as providers adjust to higher operational costs. The elimination of the &num=100 parameter has revealed fundamental differences in how SEO platforms architect their data collection systems, with rate limiting preventing rapid sequential requests that might replicate bulk data collection capabilities.
Industry responses developed through September 19, 2025, and the cost increase may lead to market consolidation within the SEO tools sector. Despite these challenges, AI search developments are reshaping how users consume search information, with AI Overviews appearing on 13.14 percent of search results.
Notably, Google remains unchallenged as the global search leader with over 81% market share in desktop searches as of August 2025. The SEO platforms with the highest revenues are primarily Google and Baidu, with Baidu alone generating around 18.24 million USD in 2024.
Marketing teams must reconsider how they evaluate SEO performance and competitive positioning due to the parameter elimination. Google's June core update caused dramatic ranking changes across 16 days, while April volatility reached high levels with particularly intense fluctuations between April 21-23.
As we move forward, it is clear that the SEO landscape is evolving rapidly, and platforms must adapt to these changes to remain competitive. The increased costs may lead to a shift in the market, with businesses seeking comprehensive solutions that offer value for their investment.
