A new redirect system is now live in Google Search, changing how result links work. The update aims to block scraping and protect users. Third-party SEO tools may see disruptions as the rollout reaches nearly all users.
Google has officially begun rolling out a new technical safeguard in its search results, introducing 'goto' URL redirects to help prevent abuse and protect its services. Instead of linking directly to a website, search result links now briefly route users through a google.com/goto?url=[hashURL] redirect before landing on the destination page.
A spokesperson for Google stated, “We have a long history of deploying technical measures against evolving forms of abuse, and we regularly take steps to protect our services and users.” This move is part of ongoing efforts to counteract scraping and misuse of search data.
Previously, clicking a search result would display the full destination URL and take users straight to that address. With the new system, users are first sent through a Google-controlled redirect, making it more difficult for third-party tools, scrapers, and AI engines to extract search result data at scale.
Google says this change is designed to limit the effectiveness of automated scraping services, including those operated by companies like SerpAPI, which Google has taken legal action against in recent years. The company recently lost a key DMCA claim in its ongoing lawsuit with SerpAPI, highlighting the ongoing tension between search platforms and data extraction services.
Derek Perkins of Nozzle, a search analytics provider, reported on X that the new redirect system is now visible for nearly all users across major residential IP providers, indicating a near-complete rollout. This shift could impact the accuracy and reliability of third-party Google Search tracking tools, so users are advised to monitor their data closely and consult tool providers if discrepancies arise.
Google has been testing the goto redirect for several months, but the full deployment means most users will now encounter the new link structure. According to industry observers, Google Search Console data should remain unaffected, as the change targets external scraping rather than internal analytics.
For everyday searchers, the impact is minimal-users may no longer see the full destination URL in their browser’s status bar before clicking, but the visible URL still appears beneath the search snippet. However, in rare cases where a site is compromised or used for phishing, the redirect could complicate efforts to preview or verify the true destination, though Google typically removes such pages quickly from its results.
This update follows a series of recent changes to Google’s search ecosystem, including adjustments to account limits in Google Merchant Center for Agencies. Agencies managing e-commerce clients have had to adapt to new operational realities, as detailed in coverage of Google’s expanded Merchant Center account limits.
Google, founded in 1998 and now a subsidiary of Alphabet Inc., remains the world’s dominant search engine, processing over 8.5 billion searches per day as of 2026. The company employs more than 180,000 people globally and continues to invest heavily in search security, AI, and anti-abuse technologies to maintain its market leadership and user trust.
