How two technical changes at Google and ChatGPT are fundamentally transforming the current search landscape

How Google and OpenAI changed the internet in September – The surprising connection between Google's new search and ChatGPT's silence

The digital search landscape underwent two remarkable changes in September 2024 that initially seemed insignificant but would have profound implications for website operators, SEO experts, and AI applications. On September 14, 2024, Google removed the num=100 parameter, while at the same time, ChatGPT drastically reduced its citation display. These two seemingly unrelated events reveal a larger transformation in how information is found, processed, and presented on the internet.

Related to this:

• NEW & REVEALED: Google ranking through user signals, Google Chrome data and website popularity: What the court documents say

The silent deactivation of the num=100 parameter

Google implemented one of the most significant changes to its search infrastructure in years, without much public announcement. The URL parameter num=100, which for many years allowed 100 search results to be displayed simultaneously, was completely deactivated on September 14, 2024. This technical change had far-reaching consequences for the entire SEO industry.

How the num=100 parameter works

For decades, users, and especially SEO tools, could append “&num=100” to a Google search URL to display up to 100 search results on a single page, instead of the standard ten. While this feature was a convenience for regular users, it was of vital importance to the SEO industry.

Virtually all major SEO providers, such as Ahrefs, Sistrix, SEMrush, and specialized ranking tools, used this parameter for efficient data collection. With a single request, they could capture the complete top 100 rankings, which was both more cost-effective and faster than retrieving the results page by page.

Massive impact on the SEO industry

Disabling this parameter led to a cost explosion in the SEO industry. Ranking tools now have to perform ten separate queries to obtain the same amount of data that was previously possible with a single request. This represents a tenfold increase in query costs and has already presented several tool providers with serious technical and financial challenges.

The effects were immediately visible in Google Search Console: 87.7 percent of all websites examined recorded a drastic decrease in measured impressions. Paradoxically, at the same time, the average position of the websites improved, as fewer "low-ranking impressions" from position 11 to 100 were recorded.

Google's motivation behind the change

The reasons for Google's decision are multifaceted. On the one hand, the change significantly reduces server load, as less data needs to be processed per request. On the other hand, it makes it more difficult for bots and scraping services to collect data on a massive scale, which is particularly relevant given the increased interest of AI companies in Google's data.

Another aspect is user experience: Google wants to steer users back towards the classic search experience, where they click through multiple pages and spend more time within the Google environment. This strengthens Google's position as a central source of information.

ChatGPT's drastic reduction in citations

In parallel with Google's change, OpenAI implemented an equally significant change to ChatGPT. Since September 11, 2024, the AI ​​chatbot displays considerably fewer source citations and references to external websites. This reduction affected all industries and content types equally, regardless of content quality or the domain authority of the sources.

The extent of the citation reduction

The figures are dramatic: According to analyses, citations in ChatGPT have dropped by up to 90 percent. Free ChatGPT accounts are particularly affected, while users of paid versions experience significantly fewer limitations. This development exacerbates the existing discrepancy between the traffic websites receive from Google and the considerably lower traffic from ChatGPT.

Cost savings as a driving force

OpenAI is under enormous financial pressure. The company anticipates losses of around five billion US dollars for 2024, while operating ChatGPT costs up to 700,000 US dollars per day. Reducing web searches and citations is an obvious cost-cutting measure, as each web search requires additional computing resources and API calls.

The cost of OpenAI's web search feature has increased significantly. While earlier models offered free access to web searches, newer models charge full price for search tokens. An example illustrates the cost dilemma: A query using GPT-40 cost $0.13, while the same query using GPT-5 with the more comprehensive web search tokens cost $74.

The surprising connection

The close timing of these two events is more than a coincidence. ChatGPT frequently relies on current web information for its responses, accessing Google results directly or indirectly via scraping services. Disabling the num=100 parameter significantly hinders ChatGPT and other AI systems from efficiently collecting web data.

Technical challenges for AI systems

AI applications like ChatGPT rely on extensive, up-to-date web data to generate relevant and accurate answers. The num=100 parameter enabled these systems to quickly and cost-effectively collect large amounts of search results and select the best sources for their answers.

Disabling this parameter forces AI systems to perform significantly more individual queries, exponentially increasing costs. This explains why OpenAI simultaneously reduced its citation frequency – the cost of providing up-to-date web information was simply no longer economically viable.

Impact on website economics

The combined effects of both changes have fundamentally altered the digital landscape. Website operators are experiencing a double blow: On the one hand, their pages are less visible in Google Search Console, and on the other hand, they receive fewer referrals from AI applications like ChatGPT.

In an era where a company's digital presence determines its success, the challenge lies in creating an authentic, personalized, and far-reaching presence. Xpert.Digital offers an innovative solution that positions itself as the intersection of an industry hub, a blog, and a brand ambassador. It combines the advantages of communication and sales channels in a single platform and enables publication in 18 different languages. Cooperation with partner portals and the ability to publish articles on Google News and a press distribution list with approximately 8,000 journalists and readers maximize the reach and visibility of the content. This represents a crucial factor in external sales and marketing (SMarketing).

More information here:

• Authentic. Individual. Global: The Xpert.Digital strategy for your company

The traffic decline in numbers

Studies reveal alarming trends for website operators. Many independent websites report traffic declines of 70 percent or more. Publishers and content creators who rely on search engine traffic are particularly affected. News sites like derwesten.de lost 51 percent of their search traffic, express.de 35 percent, and focus.de 33 percent.

The reasons are multifaceted: In addition to technical changes at Google, AI-generated reviews also play a role, causing users to click less on external websites. Studies show that the click-through rate on the first organic search result drops by up to 30 percent when AI-generated answers are presented.

Related to this:

• SEO giant crashes: How HubSpot lost approximately 75-80% of its traffic – and what that means for you

New challenges for SEO tools

The SEO industry needs a fundamental overhaul. Many established tools are currently displaying incomplete or erroneous data because their crawling logic was based on the old num=100 parameter. Tool providers like Semrush and Accuranker are working feverishly to adapt their systems, but the increased costs will inevitably be passed on to customers.

The democratization of the search landscape

Paradoxically, these changes could lead to a democratization of the search landscape. Since massive data collection has become significantly more expensive, smaller websites and specialized niche providers may have a better chance of gaining visibility. Focusing on the top 20 positions, rather than the entire top 100, better reflects actual user behavior, as most clicks are directed to the first few search results anyway.

New strategies for content creators

Website operators need to adapt their strategies. Instead of focusing on quantity, quality is becoming more important. Content creators should concentrate on producing helpful, unique content that offers real added value. The days when pure SEO optimization was enough to reach the top 100 positions are over.

At the same time, new opportunities are emerging: AI reviews and other AI systems often cite websites that don't necessarily rank in the top three on Google. Expert, well-structured content has a better chance of being mentioned in AI-generated answers.

The cost explosion in AI applications

OpenAI exemplifies the challenges facing the AI ​​industry. The company is planning drastic price increases: ChatGPT Plus is slated to rise from $20 to $22 per month by the end of 2024 and even reach $44 per month by 2029. This development reflects the true costs of AI deployment, which have long been subsidized by investor funding.

Alternative business models

Rising costs are forcing AI providers to develop new business models. OpenAI is testing usage-based fees, where customers only pay for the computing power they actually use. Batch APIs already offer cost savings of up to 50 percent for non-time-critical requests.

At the same time, more cost-effective alternatives are emerging: Open-source models like DeepSeek offer similar performance at a fraction of the cost. This development could lead to a fragmentation of the AI ​​market, where different use cases require different pricing structures.

Google's strategic repositioning

Google is leveraging current developments to strengthen its market position. The introduction of AI Overviews and the simultaneous tightening of data scraping are designed to keep users within Google's ecosystem for longer. The search engine is transforming from an intermediary to an answer engine.

The future of web search

The current changes mark a turning point in the history of web search. The symbiotic relationship between Google and website operators, in which high-quality content was rewarded with search engine traffic, is eroding rapidly. AI systems consume content without returning proportional traffic.

This leads to a paradox: AI systems rely on high-quality, human-created content, but their use undermines the economic viability of content creation. In the long run, this could lead to a depletion of available content if website operators are forced to cease operations due to a lack of profitability.

Related to this:

• “Traffic-destroying Nightmare” – The SEO industry complex and its complicity – Why the crisis is self-inflicted

Technical adjustments and their consequences

The technical changes have triggered a chain reaction that goes far beyond the original goals. Google presumably wanted to reduce server load and make scraping more difficult, but has unintentionally drastically increased costs for the entire SEO industry.

New measurement standards are needed

These changes are forcing the industry to develop new measurement standards. Traditional metrics like impressions and rankings in Google Search Console are losing their significance when primarily influenced by automated tools. "Real impressions" from human users are becoming increasingly important, allowing for a more realistic assessment of website performance.

SEO experts need to adapt their evaluation criteria and focus more on metrics that reflect actual user interactions. This could lead to more precise, but also more complex, analysis methods.

The role of smaller AI providers

While OpenAI struggles with high costs, smaller AI providers may benefit from the changed situation. Providers like Perplexity or Claude could gain a competitive edge through more efficient architectures or alternative data sources.

Specialization as a survival strategy

The rising costs of general-purpose AI systems could lead to the development of specialized solutions. Instead of trying to answer all queries with current web data, AI systems could proceed more selectively and only resort to costly web searches for specific query types.

This would encourage diversification of the AI ​​market, with different providers developing different specializations. Some might focus on current information, others on in-depth expertise without an internet connection.

Long-term market developments

The current changes are likely just the beginning of a larger transformation. Google continues to experiment with AI features and their integration into search. The full impact on website traffic and the content industry will only become apparent over months and years.

New cooperation models

New cooperation models are already emerging between AI providers and content creators. Some publishers are negotiating direct licensing agreements with AI companies to receive appropriate compensation for the use of their content. This development could lead to a new ecosystem in which content creators are directly compensated for the use of their content in AI systems.

Recommendations for stakeholders

Website operators should diversify their strategies and not rely solely on search engine traffic. Building direct relationships with users through newsletters, social media, and other channels is becoming increasingly important. At the same time, they should improve the quality of their content to be mentioned in AI-generated responses.

SEO agencies need to adapt their services and focus more on the top 20 positions, as these generate the majority of real traffic. The era of comprehensive top 100 analyses is coming to an end, which could free up resources for more in-depth optimizations.

AI companies face the challenge of developing sustainable business models that work for both them and content creators. Current practices of free content usage are not sustainable in the long run if they undermine the foundation of their data sources.

Related to this:

• The discrepancy between traffic figures in different analysis tools and their hidden causes

A turning point in the digital information landscape

The seemingly minor technical changes at Google and ChatGPT mark a fundamental turning point in the digital information landscape. They demonstrate how dependent the entire internet ecosystem is on the decisions of a few large technology companies.

The combined effect of both changes accelerates the transformation from a link-based to an AI-mediated internet. This development brings both opportunities and risks: users receive faster answers to their questions, but the economic foundations of content creation are fundamentally challenged.

The industry is undergoing a period of reorientation, in which new balances between technology providers, content creators, and users must be established. The coming years will reveal which players can successfully adapt to the changing conditions and which new business models will emerge.

The silent revolution is already in full swing – its effects will shape the digital landscape for years to come.

☑️ Our business language is English or German

☑️ NEW: Correspondence in your native language!

 

I and my team are happy to be available to you as your personal advisor.

You can contact me by filling out the contact form here simply call me at +49 7348 4088 965. My email address is wolfenstein@xpert.digital:or

I'm looking forward to our joint project.

 

 

☑️ SME support in strategy, consulting, planning and implementation

☑️ Creation or realignment of the digital strategy and digitization

☑️ Expansion and optimization of international sales processes

☑️ Global & Digital B2B trading platforms

☑️ Pioneer Business Development / Marketing / PR / Trade Fairs

Industry focus areas: B2B, digitalization (from AI to XR), mechanical engineering, logistics, renewable energies and industry

More information here:

• Expert Business Hub

A thematic hub offering insights and expertise:

• Knowledge platform covering global and regional economies, innovation and industry-specific trends
• A collection of analyses, insights, and background information from our key areas of focus
• A place for expertise and information on current developments in business and technology
• A hub for companies seeking information on markets, digitalization, and industry innovations