Google's removal of the n=100 SERP parameter causes notable operational disruption for Semrush
In the ever-evolving world of digital marketing, 2025 has proven to be a challenging year for search marketing professionals. The latest development comes from Google, who discontinued the n=100 SERP parameter on September 14, 2025, affecting SEO platforms like Semrush.
The n=100 parameter allowed Semrush to retrieve 100 search results through a single API call, essential for comprehensive keyword research and competitor analysis. However, with its elimination, Semrush must now execute 10 separate requests to obtain the same data, increasing operational costs by a factor of 10.
This change has a disproportionate impact on enterprise platforms like Semrush compared to smaller providers. The removal of the parameter also impacts cost structures for Semrush and other SEO software providers, potentially leading to changes in subscription pricing models to accommodate higher data acquisition costs.
The elimination of the n=100 parameter by Google may extend beyond technical optimization, aimed at protecting its search infrastructure from automated data collection. The change appears designed to prevent SEO platforms like Semrush from scraping search results, potentially reducing competitive intelligence capabilities across the industry.
The timing of this change coincides with other significant challenges affecting search marketing professionals. Recent algorithm updates and the retirement of Microsoft's Bing Search APIs have added to the pressure on marketing budgets throughout the year. Microsoft reduced Bing Search API availability, announcing retirement on August 11, 2025, and replacement services cost 40-483% more.
Despite these challenges, Semrush has managed to weather the storm. The company's Q2 2025 results showed a surge in revenue from enterprise customers paying $50,000+ annually. Furthermore, the company's AI Toolkit became the fastest-growing product in company history and demonstrated complementary product adoption with Semrush's SEO Toolkit.
Search result volatility has reached unprecedented levels in 2025, increasing the demand for comprehensive search monitoring tools like Semrush. The most actionable ranking data remains available within Semrush systems, but deeper ranges may experience visibility fluctuations.
As the industry adapts to these changes, SEO tools have faced mounting challenges in 2025 due to Google's restrictions on data access and API modernization efforts. Tools that previously offered unlimited keyword tracking or comprehensive competitor analysis may implement usage-based pricing or result limitations.
In conclusion, the elimination of the n=100 SERP parameter by Google is a significant development that affects the SEO industry, particularly impacting platforms that provide keyword research, competitor analysis, and comprehensive search monitoring services. As the industry evolves, SEO tools and platforms like Semrush are adapting to these changes to continue providing valuable insights and services to their customers.
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