Intro post:
In a surprising turn of events, Google has revised its plan to completely discontinue its goo.gl URL shortening service. The tech giant initially announced a full shutdown but has now decided to maintain active links after considering user feedback. This decision ensures that millions of embedded short URLs across the web will remain functional.
Why Google Changed Its Stance on goo.gl
Originally, Google planned to sunset all goo.gl links by August 25, 2025, following its 2018 decision to deprecate the service. However, after analyzing traffic data, the company found that 99% of shortened URLs were inactive, receiving zero clicks.
On July 18, 2025, Google reaffirmed its shutdown plans but reversed course on August 1, 2025, after users expressed concerns about broken links in critical documents, videos, and websites.
Key Updates to Google’s URL Shortener Policy:
- Active Links Will Continue Working – Only goo.gl URLs with recent traffic will remain functional.
- Inactive Links Will Expire – Shortened URLs with no clicks will stop redirecting after August 25, 2025.
- Warning Messages for Dead Links – Users visiting soon-to-expire links will see a notice recommending migration to another service.
How to Check if Your goo.gl Link Is Affected
Google advises users to:
- Test the short URL – Visit the goo.gl link to see if a warning appears.
- Migrate if necessary – If a warning is displayed, switch to an alternative like Bitly, TinyURL, or Rebrandly.
- No Warning? No Action Needed – Links without alerts will keep working indefinitely.
Why This Matters for SEO and Digital Marketing
Since goo.gl links are widely used in:
- Social media posts
- Email campaigns
- Printed materials
- Embedded website links
Businesses and marketers must verify their short URLs to avoid broken links, which harm user experience and SEO rankings.
Best Alternatives to goo.gl
If your link is expiring, consider these reliable URL shorteners:
- Bit.ly (Best for analytics & branding)
- TinyURL (Simple & fast)
- Rebrandly (Custom domain support)
- Ow.ly (Hootsuite integration)
Final Thoughts
Google’s decision to preserve active goo.gl links is a win for content creators and businesses. However, users should still audit their shortened URLs and transition inactive ones to avoid disruptions.
Pro Tip: Use Google’s URL Inspection Tool in Search Console to monitor indexed short links and update them if needed.
By staying proactive, you can ensure seamless redirects and maintain a strong SEO presence. Keep an eye on Google’s official updates for any further changes to the goo.gl service.
Google’s announcement
