The 20th edition has some great collected stories from the week…
Google Modifies Search Results Parameter, Affecting SEO Tools
Google has disabled the “&num=100” parameter that previously allowed SERPs to show 100 organic results on one page. SEO tools and rank trackers that relied on this parameter are now disrupted, because extracting full top-100 result sets requires crawling many more pages. This leads to larger resource demands and potentially slower or less accurate tracking.
Certain tools like SEMrush and AHrefs will likely provide less complete visibility into deep rankings, making it tougher to monitor competitors beyond the first page, in particular if you are studying long tail keyword positions. There is a need to focus more on core ranking positions, use limited sampling, and optimise for the highest impact results rather than trying to cover large result sets. Also, review how this change affects desktop impressions and reporting for your campaigns and SEO KPIs. Agencies should prepare clients for data discontinuity in reports: drops in impressions, improved average positions, etc, even if actual traffic hasn’t changed.
And more about the subsequent fallout…
Google Search rank and position tracking is a mess right now
https://searchengineland.com/google-search-rank-and-position-tracking-is-a-mess-right-now-461984
The Future Of Rank Tracking Can Go Two Ways
https://www.searchenginejournal.com/the-future-of-rank-tracking-can-go-two-ways/556399
Google Tests AI Overviews With Citation Cards At Bottom
https://www.seroundtable.com/google-ai-overviews-citation-cards-at-bottom-40103.html
Google has updated AI Overviews so citation cards are now more prominent, with source links shown in a right-hand panel on desktop and via tappable icons on mobile. Google is also testing embedded links within summary text. For digital marketers, this makes being cited more valuable since links are easier for users to find and click. To improve chances of inclusion, focus on clear, authoritative, well-structured content with strong metadata that directly answers user questions and is easy for AI to parse.
Google AI Mode Coming To Chrome Address Bar
https://www.seroundtable.com/google-ai-mode-chrome-omnibox-40140.html
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Go behind the browser with Chrome’s new AI features
https://blog.google/products/chrome/new-ai-features-for-chrome
Google is introducing AI Mode into the Chrome address bar (omnibox) in the U.S., starting later this month. Users will be able to type longer or more complex queries directly into the omnibox and enter AI Mode for a richer experience. They can also ask questions about the webpage they are currently viewing, and Chrome will offer contextual suggestions based on that page. These new features will first roll out in English and then expand to other languages and countries.
The change brings a few important differences. First, discoverability could shift: appearing in AI Overviews and being the source of contextual suggestions may become just as important as traditional ranking. Second, content must be formatted so AI Mode can parse it easily, meaning that a clear answers, logical structure, authoritative signals and metadata all matter more than ever. Third, measuring performance will need updating to track how much exposure and engagement come via omnibox AI Mode suggestions and Overviews, not just standard search result clicks.
AI progress stalls for SEO tasks despite wave of new models
https://searchengineland.com/ai-progress-stalls-seo-tasks-new-models-462238
Although many new large language models (LLMs) have been released in late-2025, their performance on real-world SEO tasks has not improved dramatically. According to the AI SEO Benchmark by Previsible, Claude Opus 4.1 remains top for tasks such as technical SEO, localisation, on-page optimisation and SEO strategy. ChatGPT-5 and Gemini 2.5 Pro show gains, but there are still noticeable weaknesses in precision, technical execution and complex strategy work. AI tools can help with speed and support, but they are not yet able to fully replace skilled SEO professionals. Use AI as an assistive resource rather than a full substitute. When employing these tools, maintain oversight on technical, content and strategy tasks; verify outputs carefully; focus on tasks where AI adds efficiency (like metadata, keyword research, drafts) but rely on people for nuance and quality.
What else have I been reading this week?…
A Hidden Risk In AI Discovery: Directed Bias Attacks On Brands?
Why local SEO is thriving in the AI-first search era –
https://searchengineland.com/local-seo-ai-search-462083
Google Search Console adds achievements section –
https://searchengineland.com/google-search-console-adds-achievements-section-461987
MOFU keywords: Your secret shortcut for converting prospects into purchases –