Google has officially capped all Search Engine Results Pages (SERPs) at just 10 results per page, ending the long-standing option to view up to 100 results. While this may seem like a subtle change, it’s already creating ripples across the SEO industry – especially for rank tracking tools like Ahrefs, SEMrush, and others that rely on deeper SERP data.

What’s Changing in Google SERPs?

Until now, SEO professionals could analyze keyword rankings far beyond the first page -often up to the 100th result. This allowed them to:

  • Track gradual ranking improvements
  • Detect keyword cannibalization
  • Discover long-tail keyword opportunities
  • Monitor content performance across multiple pages

With the update, Google is limiting results to 10 per page, and access to deeper rankings via automated tools seems to be restricted.

In simple terms: if your content isn’t in the top 10, its visibility and trackability may be significantly reduced.

Why This Matters for SEOs and Marketers

For SEOs, tracking rankings beyond page one was never just about vanity metrics. These deeper insights acted as early signals of performance and provided guidance for optimization strategies.

Now, with Google’s restriction:

  • Rank tracking tools may show inconsistent data beyond position 10
  • The “slow climb” of keywords from positions 80 to 30 may be invisible until they break into the top 10
  • Keyword cannibalization and overlapping content will be harder to detect

Many leading tools, including Ahrefs, have acknowledged disruptions and are working on alternative methods to surface valuable insights without depending entirely on SERPs.

The Bigger Picture: AI, Search, and SEO’s Evolution

This update reflects Google’s larger shift toward AI-powered results, zero-click searches, and Search Generative Experience (SGE). Traditional SERP layouts are becoming less relevant as Google prioritizes quality, concise, and AI-driven results.

It also exposes the widening gap between Google’s own data and what paid SEO tools can access. While analytics provide high-level performance metrics, many tools have historically relied on data scraping — something Google has increasingly restricted.

In this landscape, first-party data (like engagement and conversions) is set to become more important than ever.

Impact on Rank Trackers Like Ahrefs and SEMrush

Rank tracking platforms will face the biggest challenge from this shift:

  • Ahrefs has already warned users about inconsistencies, noting that deeper rankings may no longer be reliable.
  • SEMrush and similar platforms will need to rethink how they measure keyword performance, possibly shifting focus toward traffic analysis over raw rank positions.
  • Data reliability may take a temporary hit as these tools adjust and experiment with new tracking methods.

What Should SEOs Do Next?

With this change, SEOs and marketers need to adjust their approach:

  1. Focus on the Top 10
    • It’s no longer enough to rank anywhere — being on the first page is critical.
    • Refine your content and SEO strategies to secure top-10 placements.
  2. Diversify Data Sources
    • Use a combination of Google Search Console, analytics tools, and rank trackers.
    • Monitor traffic trends and engagement closely.
  3. Stay Updated
    • Keep an eye on announcements from SEO tools, as many are developing workarounds.
  4. Adapt to AI Search
    • Prepare your content for AI-driven search models like Google SGE and Bing Copilot.

Conclusion

Google’s decision to cap SERPs at 10 results marks a turning point in SEO tracking. While it reduces access to traditional ranking insights, it also emphasizes the need to prioritize quality, relevance, and user-first strategies.

For SEOs, the challenge is clear:

  • Aim for the top 10.
  • Rely more on first-party and traffic-based data.
  • Adapt quickly to AI-driven search landscapes.

The future of SEO is changing — and those who evolve with it will thrive.