What Just Happened
Google’s decided to limit search results to just the top 10 spots in their API and tools. Previously, SEO professionals could access ranking data for positions 1-100+ across search results. Google has now restricted this access to only the top 10 positions. This change impacts every major SEO tool’s ability to provide comprehensive ranking data beyond the first page of search results.
In practical terms: If your website ranked at position 25 for a keyword, we could previously track your progress as you moved to position 18, then 15, and eventually toward the first page. Now, rankings beyond position 10 may appear as unavailable or show inconsistent data.
How This Hits Our Reporting
Our monthly reports have always included comprehensive ranking data for your keywords, showing movements even outside the top 10. This gave a full picture of momentum, like climbing from 25th to 15th place.
With this cap:
- Rankings beyond 10 may display as “N/A” or fluctuate unreliably.
- Reports will focus more on core metrics: top-10 positions, clicks, impressions from Google Search Console, and competitor benchmarks.
- We’ll flag any missing data upfront and recommend alternatives, such as manual checks or console insights for broader visibility.
- Overall, reports might appear more streamlined, but they’ll emphasise actionable insights over exhaustive lists.
Impact on Our Day-to-Day Work
At Tyneside Marketing, this requires us to refine our processes for efficiency. Without reliable deep-rank data, we’re shifting toward targeted, high-impact activities.
Key adjustments include:
- Keyword Research: Prioritising keywords with strong top-10 potential based on search volume, intent, and competition. We’ll de-emphasise broad, low-priority terms where progress was harder to track anyway.
- Content Creation: Focusing on premium content designed to rank on page one. Long-tail keywords in deeper positions were useful for building gradual wins, but now we’ll aim for direct, front-page breakthroughs.
- Competitive Analysis: Limiting reviews to top-10 performers only, as that’s where the most accurate data lies. This helps us model strategies after proven leaders in your niche.
Limitations we’ll face:
- Tracking early-stage progress (e.g., from 50th to 30th) becomes tougher.
- Spotting keyword cannibalisation – when your own pages compete it is less straightforward without deeper insights.
- Identifying “low-hanging fruit” opportunities, like keywords in positions 11-20, is now inconsistent.
Shifts in Our Strategy
Strategically, this reinforces our commitment at Tyneside Marketing to quality-driven SEO. Google’s move aligns with trends like AI search optimisation (e.g., Search Generative Experience), where the top spots capture most clicks anyway.
Moving forward:
- Top-10 Focus: We’ll double down on high-intent keywords that deliver traffic and leads, optimising for dominance in those prime positions.
- Diversification: To reduce reliance on Google rankings, we’ll integrate multi-channel approaches like boosting visibility on Instagram, Facebook, X (formerly Twitter), and other platforms where your audience searches. Learn how Instagram content now appears in Google Search.
- AI Adaptation: With search evolving rapidly, we’ll prioritise user intent and holistic metrics like conversions over pure rankings. This future-proofs your strategy against ongoing changes.
Challenges for clients:
- Reduced early progress tracking could delay spotting gains.
- Emerging opportunities might take longer to identify.
- Initial reporting transitions may cause brief confusion as tools adapt.
Despite these, the upside is a leaner strategy: fewer distractions, more emphasis on what truly boosts your online presence and business results.
What This Means for You as a Client
At Tyneside Marketing, we’re adapting to keep your SEO effective and transparent. You might notice tighter keyword lists and metrics centred on real performance, but rest assured, our goal remains the same i.e driving discoverability and growth. SEO has always involved navigating Google’s updates, and this is no exception. We’ll communicate any tool developments from Ahrefs or others promptly.
If you want to ensure your business stays ahead despite Google’s changes, contact us today. Our team will tailor a strategy that prioritises top-10 rankings, high-intent keywords, and multi-channel visibility.
