Google has confirmed that it is gradually rolling out a "goto" redirect parameter in search result links, changing how users are routed after clicking a result. Instead of being sent straight to the destination page, users are first passed through an intermediary address containing google.com/goto. According to the update, the mechanism relies on server-side redirects to make large-scale parsing and scraping of search results more difficult for automated tools. The move is described as part of Google’s response to scraping activity from third-party tools and AI companies. Data from SEO monitoring platform Nozzle shows that coverage of the change has already approached 100% across environments using multiple residential IP providers.
Google says it is slowly widening the use of a "goto" redirect parameter in search result links. So when someone clicks a result, the click first passes through an in-between address with google.com/goto instead of going straight to the destination page.
This setup relies on server-side redirects. The point is simple: make mass parsing and scraping of search results tougher for automated tools. And yes, it is meant as a response to scraping from third-party tools and AI companies.
Data from SEO monitoring platform Nozzle indicates the change has already spread to close to 100% coverage across environments using multiple residential IP providers.
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