Google is deploying google.com/goto redirects across most logged-out search sessions to curtail bot-initiated searches from rank tracking tools and generative AI agents. The search giant tested these redirects since July and plans full deployment within a month (Practical Ecommerce). Unlike direct URLs, the new redirects require clicks to reveal destination addresses, forcing bots to consume more resources and complicating automated data retrieval.
Rank tracking platforms face immediate accuracy challenges. While Ahrefs, Moz, and Semrush have reportedly detected and adapted to the redirect system, slower-moving trackers may report dramatic ranking drops temporarily (Practical Ecommerce). Search Console Performance reports appear unaffected so far, but the tactics of AI agents and tracking bots could skew impression and click data over time. GenAI platforms continue accessing Google but now cite the /goto URL, which may temporarily reduce citation visibility in third-party reports (Practical Ecommerce).
Google's redirect strategy reflects a broader push to restrict bot access to search results. The company sued SerpAPI in December 2025 for allegedly violating the Digital Millennium Copyright Act, and although that lawsuit was dismissed, Google filed an amended version, signaling sustained intent to block scrapers (Practical Ecommerce). Commerce practitioners should expect less accessible search data and less reliable rank tracking reports going forward, making organic visibility monitoring increasingly difficult.