Google has announced that it’s pulling the plug of URL Shortener – goo.gl service on August 25th, 2025. It’s that URL shortener service that everyone used to transform lengthy links into bite-sized, shareable codes. And now they have announced its shutdown. So those billions (yes, billions!) links shortened using goo.gl are going kaput. Which might sound like a minor change, if you are a normal internet user, but it has the potential to cause some major headaches for SEO agencies and SEO professionals. For an everyday internet user, you might experience a few broken links here and there. Annoying, sure, but nothing earth-shattering. But for digital marketing agency this can be a nightmare. Because they’ve been using goo.gl for ages to shorten links to old blog posts, articles, and marketing materials. Imagine clicking on a link you shared years ago, all excited to revisit your awesome content, only to be greeted by a big fat “page not found” error. Not a great user experience, right? That’s what’s gonna happen after August next year. This is going to affect even the best SEO company unless they take action.
Let’s unpack how this move is going to impact SEO and how you can mitigate the damage.
What is Google URL Shortener or Goo.gl?
Not so long ago links used to be lengthy and inconvenient to share. And then came Goo.gle in 2009, which offered a convenient way to shorten lengthy URLs, making them easier to share and manage. Soon it became a popular choice for social media platforms with character limitations and for streamlining email communication. Now with its shutdown any link created with goo.gl will no longer redirect users to the intended destination. Causing a major disruption of websites, social media profiles, and marketing campaigns that rely on these redirects.
The SEO Fallout: Impact on SEO
So, what does this mean for SEO? To tell you the truth, this is bad news. While the presence of broken links may seem like a minor inconvenience, it can have a significant impact on your website’s SEO performance. Search engines like Google value websites that provide a seamless user experience. And having a page with a broken link reflects poorly on the linked website. Here’s how it can impact SEO:
Reduced User Engagement
Having a broken link can affect the user journey, leading to frustration and a higher bounce rate. Search engines consider bounce rate a significant ranking factor.
Damaged Credibility
Broken links can affect your website credibility big time. They can make a website appear outdated, neglected, or unprofessional. And can negatively impact your SEO.
Wasted Link Juice
Links can help improve the credibility of your website in the eyes of search engines. They act as votes of confidence that improve your rankings. But not broken links. Broken goo.gl links essentially render this “link juice” useless.
How to Prepare for the goo.gl Shutdown
The good news about all of this is you still have time to mitigate the damage. So let’s get you started. Here are some proactive steps you can take:
Identify Affected Links
The first and foremost thing you should do is to conduct a thorough audit of your website and online channels to identify all instances of goo.gl links.
Replace with Proper Links
Once you have found out all the goo.gl links replace it with new URLs. This ensures a smoother user experience and helps maintain your SEO rankings.
301 Redirects (if Necessary)
Have problem replacing the link directly? Consider implementing 301 redirects. These permanently redirect users from the broken goo.gl link to the correct destination, minimizing user disruption and preserving SEO value.
Update Third-Party Platforms
If you’ve used goo.gl links on social media profiles or other external platforms, update them with the correct URLs before August 25, 2025.
Conclusion
While the goo.gl shutdown might pose a temporary challenge, by proactively addressing the issue, you can ensure a seamless user experience and maintain a healthy SEO profile. Start the transition today and avoid any last-minute scrambling in 2025. Remember, a little planning goes a long way in the digital world.
FAQ
1. How many redirects does Google follow?
We don’t know the exact number of redirects Google follows, but it likely has a limit. This is why it’s important to fix those goo.gl links before they stop working.
2. Does 301 redirect affect SEO ranking?
In the past, 301 redirects caused a slight dip in SEO ranking. However, currently they do not negatively affect ranking, and can even be helpful in some cases by properly transferring SEO value to the new destination.
3. When should I remove the 301 redirects?
You don’t necessarily need to remove the 301 redirects at all. They can be helpful as long as they continue to point users to the correct destination.
4. How will this change affect users and their browsing experience?
Users clicking on goo.gl links after August 25th, 2025 will likely encounter broken links and error messages.
5. Can I still use temporary redirects, or are they affected as well?
If your temporary redirects rely on goo.gl links, they’ll be affected. It’s best to identify and update them to ensure users reach the intended destination.