Last Updated on September 26, 2025 by Ian Naylor
Google’s latest search algorithm update is causing widespread disruption for SEO professionals and digital marketers, with keyword ranking tools and Google’s own Search Console returning inaccurate data. This sudden change, which went into effect recently, has left many scrambling to adapt to new challenges in tracking search performance metrics.
Global Impacts on SEO Tools and Performance Metrics
The disruption began with Google removing the option to view 100 search results per page, forcing SEO tools to make significantly more requests to collect the same data. This shift has rendered many rank tracking reports unreliable, with tools incorrectly reporting keyword rankings.
"Anyone using software to track keyword ranking positions in the Google Search Results will likely be seeing incorrect rank tracking reports that do not reflect actual performance", said Michael Sherry, an Australian SEO consultant.
Leading SEO platforms have also acknowledged the issue. Ahrefs informed its users that rankings beyond the top 10 results are already showing inconsistencies, while ProRankTracker described the change as "the most disruptive update to SEO tools in the past decade." While some platforms, like ProRankTracker, have reportedly adapted to the changes, challenges remain in providing consistent data.
Even Google’s own tools have been impacted. Users have reported irregularities in Search Console data, including fewer impressions on desktop searches, which skew average position metrics. As a result, some businesses may see reports indicating improvements in search rankings that do not reflect actual visibility in search results.
Challenges in Adapting to the Update
The removal of the 100-results-per-page feature has increased the complexity of rank tracking. Previously, SEO tools could efficiently gather data for the top 100 results with a single query. Now, ten times as many requests are required to achieve the same result, significantly straining resources.
ProRankTracker has worked extensively to adapt to the changes, and the platform has confirmed that accurate rankings for up to 100 results have been restored. However, Ahrefs and others continue to warn users about inconsistencies, particularly for deeper rankings beyond the first page. As Ahrefs highlighted, these deeper rankings have historically been important for monitoring early progress, detecting keyword cannibalization, and identifying new opportunities.
Moving Beyond Keyword Rankings
The disruption has prompted a broader discussion within the SEO industry about the limitations of keyword tracking as a primary success metric. Michael Sherry emphasized the importance of reevaluating how SEO success is measured. "This is an opportunity to move the conversation beyond keyword positions and toward goals that better reflect key business success metrics such as leads, sales, sign-ups or other key conversion metrics", he said.
While the update has created significant challenges for tracking search performance, it also offers an opportunity for marketers to shift their focus toward more meaningful business outcomes.
