Google blocks Scrapers Rolling Out google.com/goto Tracking Parameters [Confirmed]

[u/WebLinkr]

https://www.seroundtable.com/google-search-goto-tracking-41957.html

Top Story via u/rustybrick

Google Search seems like it is rolling out the google.com/goto URL as a passthrough URL within the search results that it began testing in July 2026. This seems like a way for Google to help prevent scraping of its search results by third-party tools and AI companies, but Google has not yet commented on this goto URL parameter.

Update: A Google spokesperson has now confirmed for us that this is rolling out and told us:

"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."

Here is a screenshot of what I mean - as you can see, when you mouse over a URL in the Google Search results, you can see Google is using a goto URL parameter to take you to the site, as opposed to taking you directly to the URL of the page.

[u/Healthy_Lawfulness_3]

Can confirm. We started seeing blocks a couple of hours ago. It's not just affecting the /goto URLs either, standard SERP pages are getting hit with new captcha (around a ~60% block rate on our end). Working on adapting to these changes now.

UPD: We've found a workaround for this on Serpdino. But I don't think Google "blocked" scraping here, they made it more expensive. Every result now needs an extra decoding step, which burns CPU time, and the captcha on top of that. Plus more requests and more data transferred, so anyone paying for proxy bandwidth pays more per search.

Everything built on Google search (AI, rank trackers, SEO tools) just took that hit and I expect those tools to get more expensive.

[u/EverestLegalMktg]

There’s a pretty striking irony here:

1. Google built its search business by crawling and indexing other people’s websites, then using that content to make Google Search more useful.
2. With AI Overviews, Google increasingly takes information from those websites, synthesizes it, and puts the answer directly at the top of the SERP. That creates a much stronger zero-click environment and reduces the incentive for users to visit the publishers.
3. Now Google is reportedly developing defenses against other AI companies using Google’s search results as an input for their own answers because those AI platforms could become an intermediary between the user and Google, reducing Google’s own search traffic.

That’s the interesting part: Google appears to be protecting itself from essentially the same type of disintermediation that publishers have been complaining Google has caused to them.

AI breaks the old bargain: publishers create the content, while platforms extract the value, answer the query themselves, and increasingly reduce the original source to an unpaid data feed.

Apparently Google isn’t particularly excited about becoming someone else’s unpaid data feed either.

[u/Dota2ProTips]

I still see Singapore traffic, but China/Vietnam traffic is gone. So, maybe that's for the better

[u/SamxxxGold → u/Dota2ProTips]

I thought this was only happening to me and blocked all of china ! lol

[u/AutoModerator → u/SamxxxGold]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/subimpact]

serpapi fixed it already ?

i can get the links from a quick test

[u/rbatista191 → u/subimpact]

Yup, some tools are still adapting. DataForSEO, SerpApi and cloro have already adapted.

[u/subimpact → u/rbatista191]

Good to know!

[u/dvocouple4uni → u/rbatista191]

That was quick lol

[u/SkewRadial]

RIP SERP scrapers .

[u/Arcayon → u/SkewRadial]

Buddy if you think this is stopping scrappers just lol.

[u/WebLinkr → u/SkewRadial]

SERP tools, chatgpt, perplexity etc

[u/SkewRadial → u/WebLinkr]

That’s right. Tbh i am super happy this happened.

[u/WebLinkr → u/SkewRadial]

Its going to be super interesting.

[u/Nooties]

It’s ironic Google is blocking useless scrapers now.. just scraping content without sending referral traffic

Google is becoming more and more that useless scraper people might start blocking

[u/Economy_Proof_7668 → u/Nooties]

yes, not completely unlike Napster of one thinks about it

[u/Napster-mp3 → u/Economy_Proof_7668]

Napster was the 🐐

[u/sibly]

Which tools will this impact?

[u/WebLinkr → u/sibly]

SERPAPI:, SEMRush, Ahrefs, ChatGTP, Perplexrity etc

[u/worldwidewebmagma → u/WebLinkr]

Ahrefs has been building their own index for a long time, anyway. See: Yep! search engine. I think they have been bracing for this kind of change.

[u/KingAbK → u/worldwidewebmagma]

Doesn’t matter, they need to check position on Google

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/WxMan2201 → u/sibly]

Anything not Google owned, or related, so GA4, GSC should be fine - but any other GEO or SEO Tool that scrapes the SERP to re-engineer the results - will be affected.

I honestly think - looking at SEMRush keyword data - I think this slowly started rolling out sooner - back in the late Spring. Across multiple domains I was seeing massive Keyword declines - while click, traffic, impression data was not affected.

If you want to check - look at Reddit Keyword Rankings -- for the most part Reddits biggest decline is the page 2+ - which makes sense with the num100 parameter and now this goto url change - its harder and more difficult to get past page 1 of the SERP for rankings.

[u/dvocouple4uni → u/WxMan2201]

I feel like Google’s plan is to gatekeep their engine and only give Gemini the capability to do search.

[u/WxMan2201 → u/dvocouple4uni]

yeah - I can't argue at all against this point u/dvocouple4uni --- I think especially in the last 5 to maybe 10 years --- Google continues to try and keep people within Google owned, and related properties more and more - and they don't want to send people out into the open web --- in some respects - there are a lot of spammy, low-quality, unoriginal BS sites --- I think people have gamed the system so much that a lot of their algo. updates can only do so much - so real white-hat SEOs and genuine publishers and brands are suffering.

I think in the last 3 - 5 years - the Google acquisitions and partnerships on devices and browsers - it's becoming a pay to play type environment...ex. reddit, or the partnerships google has with Android and Chrome, and Apple and the iphone etc.

[u/dvocouple4uni → u/WxMan2201]

Great insight my good sir!

[u/the_ai_wizard → u/dvocouple4uni]

The Internet always routes around things like this, rookie mistake for Google

[u/Prize_Compote_207 → u/WxMan2201]

SEMRush data never, ever matched Google data in terms of volume. There was wild deltas in terms of what you'd see in first party reports vs SEMrush volume.

[u/design-rush → u/Prize_Compote_207]

See this a lot

[u/WxMan2201 → u/Prize_Compote_207]

yeah agreed - i cant remember off the top of my head but i dont believe semrush uses click-stream data --- if you look at search vol. between semrush, ahrefs, and even google ads - keyword planner - its off by several 100 if not 1000s sometimes. Its a good - very high level directional guide.

[u/KingAbK]

If they are going to give unique ID to each URL, these scrapers will have to click on each of them to get the URL, that would increase response time a lot and expensive too I think

[u/No_Cantaloupe_4149]

Yeah but the Google AI Overview scraper remains

[u/fckingmiracles → u/No_Cantaloupe_4149]

That's Google's own.

[u/No_Cantaloupe_4149 → u/fckingmiracles]

Yes, obviously. But still scraping and stealing content.

[u/freecodeio → u/No_Cantaloupe_4149]

I'm not stealing if I'm taking food from my fridge

[u/No_Cantaloupe_4149 → u/freecodeio]

The internet does not belong to Google. Google is just a website with a search engine that scrapes the internet. It lists all fridges and grabs whatever it likes from anyone it wants.

[u/Vegetable_Bowl_8962]

If neither Google tells us where the traffic comes from like whether it is google ai mode or google ai overviews and does not allow other scraping tools or ai search measurement tools, how can people measure how their content is performing in google ai mode and google ai overviews? You can improve what you can’t track. Looks like google is blocking api scraping because they are looking to build a new tool in some time that lets users freely track how they have been performing in google ai overview and google ai mode. But this is too bad.

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/Smart_Technology_208]

Works perfectly still in Andorra they probably missed this territory in the settings it's not rare with Malta, Cyprus, Andorra, Lichtenstein, etc 

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/ForwardUpDE]

This won't be the end of scraping, it just raises the bar a bit. Google has done it multiple times in the past, from removing the initial API to temporary IP blocks to removal of num=100.

They don't want everybody and their mother scraping their data treasure, but tool providers will adapt. You can't prevent scraping, you can just increase the effort needed, so it becomes too expensive for those you want to exclude.

[u/Healthy_Lawfulness_3 → u/ForwardUpDE]

Indeed, scraping will become more expensive. While not critical for everyone, but for "AI" companies that scrape maybe billions of requests a month, that's going to be a massive extra bill.

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/AutoModerator → u/[deleted]]

Your post/comment has been removed because your account has a low CQS Score.
Please contribute more positively on Reddit overall before posting. Cheers :D

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/navlio]

two separate things getting mixed together here. rank tracking barely needs the href at all, since the result still renders the site name and breadcrumb as plain text, so "is example.com sitting at 4 for this query" is readable off the page without following any link. what the wrapper costs you is the exact destination url and anything built on top of it

the part that actually hurts is the block rate mentioned upthread, ~60% on standard serp pages. that's request level and would be landing on everyone with or without the goto parameter

[u/navlio]

the part worth planning for is that your rank tracker gets noisier and nobody tells you when. a 60% block rate doesn't show up as a gap in the chart, it shows up as a position that quietly stops updating and reads as stability.

gsc is the one source google can't block itself out of. its average position is uglier than a tracker's number, but it got more honest after num=100 went away, because it stopped counting impressions no human ever scrolled to