Technology · Search

Google Search Replaces Direct Links with Redirects

Google Search has begun replacing direct destination URLs in its organic search results with a new `google.com/goto` redirect format, a move that appears aimed at deterring automated data scraping.

News AutomationCompiled 05:08 UTC · 1 min read

A Google search results page showing the new `google.com/goto` redirect links. · Photo by Solen Feyissa on Unsplash

1 sources

Pipeline ingest

3 reads

Positive / Neutral / Negative

0 countries

Related coverage

What's happening

Google Search is rewriting organic result links to google.com/goto?url=... instead of exposing the destination URL directly in the HTML.

When you click a result, Google redirects you to the real page. The url parameter uses a custom, Google-specific encoding. It is not a plain base64 of the target URL. In practice, it looks like an opaque reference to Google's index record for that page.

As of late August 2026, this is showing up consistently across searches when you are logged out or browsing in private mode. It may still be an experiment, but it is no longer limited to a small slice of SERPs.

Not the same as google.com/url

Google has used redirect wrappers before. The older format is google.com/url?q=[URL-encoded destination], where the target link is readable in the query string.

The new goto format is different:

The result href is /goto, not the destination
You cannot decode the url= blob offline
The real URL is in the Location header on /goto. Request that URL. Do not follow the redirect.

Google still needs the destination to draw the SERP (domain, favicon, attribution), so copies of the URL remain on the page. That is a separate story from reading Location. The walkthrough is here: google.com/goto: read Location with HEAD.

That shift matters for anyone building a search index from SERP data at scale.

Why Google is doing this

This fits Google's broader push against automated SERP harvesting, especially from AI crawlers and SEO scrapers that bulk-extract result URLs to build their own indexes.

With plaintext links, a scraper could parse thousands of URLs from HTML without touching Google again. With goto, each result needs a request back to Google just to learn the destination. You read Location; you do not follow through to the page. That is slower, noisier, and gives Google a clear signal when the same client resolves hundreds of links in sequence.

Combined with earlier moves like removing &num=100 and tightening BotGuard/SearchGuard, Google is steadily raising the cost of naive SERP scraping.

What we saw at Autom

We first spotted goto links on a small percentage of SERPs. At that level, it was hard to ship a reliable fix without breaking responses for everyone else.

As of late August 2026, the pattern is much more consistent for logged-out and private sessions. Result URLs on Google Search are effectively all goto in those conditions.

We have been monitoring the rollout and testing against it.

Update at Autom.dev

We have updated our Google Search pipeline to resolve google.com/goto links (read Location, no follow) and return the final destination URL in API responses, in the same structured fields customers already use.

If you call Autom's Google Search endpoints, you should keep getting usable destination URLs without changing your integration. We will keep watching Google's rollout and adjust if the redirect format shifts again.