77% of Sites Hit by Google’s num=100 Update: Long-Tail Content & Blogging Matter More than Ever

The recent Google num=100 update has sent shockwaves through the SEO community. According to industry tracking tools, 77% of monitored sites experienced a notable keyword visibility drop, with many losing their long-tail rankings. For digital marketers, SEO professionals, and content creators, this update is a wake-up call: the old ways of chasing short, high-volume keywords are less effective than ever.

In this article, we’ll unpack what the Google num=100 update means, why it has such a big impact on keyword rankings, and how you can adapt using a long-tail SEO strategy, consistent blogging, and a refined content marketing strategy.

" The best place to hide a dead body is page 2 of Google search results. "

— Brian Dean

Understanding the Google num=100 Update

The ‘num=100’ parameter refers to Google’s internal handling of search results pagination and indexing. While it might sound technical, the bottom line is that this change appears to have adjusted how Google evaluates and surfaces results beyond the first page. For many sites, this meant that secondary and tertiary keyword rankings — often long-tail terms — were reshuffled or deprioritized.

SEO experts speculate that this is part of a broader shift towards quality over quantity, where Google’s algorithm prioritizes the most relevant, high-quality content for niche queries.

Source: Search Engine Land

As you can see from the table above, the visibility drop is not uniform — sites with thin or overly generic content were hit hardest.

Why Keyword Visibility Dropped for So Many Sites

Google’s algorithm updates are nothing new, but the num=100 change specifically impacted how deep rankings are handled. Sites that relied heavily on ‘just ranking somewhere’ for a large number of keywords saw those rankings collapse. Instead of holding dozens of minor positions for related phrases, many pages disappeared entirely from the top 100 results.

This is a critical shift because many SEO strategies counted on cumulative traffic from these long-tail positions. Losing them means losing the small but steady flow of visitors that often convert better than those from high-volume keywords.

The Case for a Long-Tail SEO Strategy

Long-tail SEO focuses on targeting highly specific keywords or phrases that have lower search volume but higher intent. With the num=100 update, the importance of these terms has paradoxically increased — not because they are easier to rank for, but because ranking for them now requires a more deliberate approach.

Long-tail keywords often signal a user closer to making a purchase or decision. For example, ‘best CRM software for small non-profits’ is far more targeted than ‘CRM software.’

" The riches are in the niches, and long-tail keywords are your map to them. "

— Rand Fishkin

By creating comprehensive content that answers these specific queries, you improve your chances of surviving future algorithm updates that tighten ranking criteria. Tools like Seozilla.ai can help automate this process by generating long-form, optimized content designed to rank for niche terms.

Blogging for SEO in the Post-num=100 Era

Blogging remains one of the most effective ways to implement a long-tail SEO strategy. Regularly publishing high-quality, in-depth posts allows you to target a wide range of specific queries while building topical authority.

When crafting blog content post-num=100, focus on:

• Addressing specific user problems
• Providing unique insights or data
• Structuring posts for easy scanning and engagement

For example, a digital marketing agency might publish a series of articles on ‘How to recover from a keyword visibility drop’ or ‘Long-tail content ideas for B2B SaaS companies.’ Platforms like Seozilla.ai make this easier by automatically writing and publishing human-style blog posts optimized for long-tail traffic.

Content Marketing Strategy Adjustments

A robust content marketing strategy now needs to account for the reality that you can’t just ‘spray and pray’ with generic content. Instead, you should:

1. Conduct deeper keyword research to find underserved queries.
2. Create content clusters around specific topics.
3. Update older content to align with current search intent.

These adjustments not only help you recover from the current update but also future-proof your content.

Case Study: Adapting to the Update

Consider a mid-sized e-commerce store that saw a 30% drop in organic traffic after the num=100 update. By auditing their analytics, they found that most of the lost traffic came from long-tail keywords buried beyond page one.

They responded by:

• Creating detailed buying guides for niche products
• Optimizing product descriptions with long-tail variations
• Building internal links between related articles and products

Within three months, they regained 20% of their lost traffic and saw a higher conversion rate from the more targeted visitors.

Common Mistakes to Avoid

As you adapt, avoid these pitfalls:

• Chasing only high-volume keywords
• Ignoring content updates
• Over-optimizing with keyword stuffing

These mistakes can worsen the impact of future updates and erode your site’s trustworthiness.

The Future of SEO After num=100

Looking ahead, it’s likely that Google will continue refining how it indexes and ranks deeper search results. This means:

• More emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• Greater reward for comprehensive, original content
• Reduced tolerance for thin, repetitive content

For marketers, the takeaway is clear: invest in quality, depth, and specificity.

Tools and Resources for Implementation

To execute your long-tail SEO and blogging strategy effectively, consider tools like:

• Ahrefs or SEMrush for keyword research
• Surfer SEO for content optimization
• Google Search Console for performance tracking
• Seozilla.ai for automated, SEO-optimized content publishing

These tools can help identify opportunities, monitor progress, and ensure your strategy is data-driven.

Conclusion: Turning the Update into an Opportunity

While the Google num=100 update has caused widespread keyword visibility drops, it also presents an opportunity. By embracing a long-tail SEO strategy, committing to consistent, high-quality blogging, and refining your content marketing approach, you can not only recover lost rankings but also build a more resilient online presence.

The message from Google is consistent: prioritize the user. Create content that answers real questions, solves real problems, and provides genuine value. If you do that, you’ll be better prepared for whatever algorithm changes come next.

Now is the time to audit your content, identify gaps, and start building the kind of authoritative, targeted resources that both search engines and users will reward.