Google is rolling out a new Google goto URL format across its Search results. Instead of sending users directly to a webpage, some search result links now pass through a Google-hosted redirect before reaching the destination.
The change, which Google confirmed on August 26, 2026, was first spotted during testing in July. Google says it is part of its broader effort to protect Search and its users from evolving forms of abuse.
What Is a Google Goto URL?
A Google goto URL acts as a passthrough between a Google Search result and the website being visited. When users click certain results, Google first sends them through a google.com/goto address before redirecting them to the final webpage.
For regular users, almost nothing changes. You click a result and still reach the same website.
The bigger change is behind the scenes, especially for systems that collect Google Search results automatically.
Why Is Google Using the Google Goto Redirect?
Google has not specifically said that the Google goto redirect was introduced to stop SERP scraping by rank trackers, third-party tools, or AI companies.
However, the new setup makes automated extraction of destination URLs more difficult. Systems may now need to follow the redirect instead of simply reading the final webpage URL directly from the Search result.
Google described the rollout as one of its technical measures against evolving forms of abuse.
Does the Google Goto URL Affect SEO?
At this point, there is no indication that the Google goto URL itself is a ranking factor.
There is also no evidence from Google’s announcement that the change affects normal website indexing or rankings. The main impact appears to be on tools and systems that collect Search result data at scale.
This can include:
- SERP scraping tools
- Rank trackers
- SERP APIs
- Search data providers
- Competitor monitoring tools
- AI systems that collect Search results
What Should SEOs Do?
For website owners and SEO teams, there is currently no website change required because of the Google goto redirect.
If you use a third-party rank tracker or SERP API, however, it is worth checking whether the provider has adapted to Google’s new redirect system.
The important point is simple: Google Search itself hasn’t changed for the person searching. The bigger change is how automated systems access and process Search result links.
