google.com/goto: Google’s anti-scraping update

google.com/goto：Google 的反爬虫更新

What’s happening Google Search is rewriting organic result links to google.com/goto?url=... instead of exposing the destination URL directly in the HTML. When you click a result, Google redirects you to the real page. The url parameter uses a custom, Google-specific encoding. It is not a plain base64 of the target URL. In practice, it looks like an opaque reference to Google’s index record for that page. As of late August 2026, this is showing up consistently across searches when you are logged out or browsing in private mode. It may still be an experiment, but it is no longer limited to a small slice of SERPs.

发生了什么 Google 搜索正在将自然搜索结果的链接重写为 google.com/goto?url=...，而不是直接在 HTML 中显示目标 URL。当你点击搜索结果时，Google 会将你重定向到真实的页面。该 url 参数使用了一种 Google 自定义的编码方式，并非目标 URL 的简单 Base64 编码。实际上，它看起来像是对 Google 该页面索引记录的一个不透明引用。截至 2026 年 8 月下旬，当用户处于未登录状态或使用隐私模式浏览时，这种现象在搜索结果中已普遍出现。虽然这可能仍处于实验阶段，但它已不再局限于一小部分搜索结果页面（SERP）。

Not the same as google.com/url Google has used redirect wrappers before. The older format is google.com/url?q=[URL-encoded destination], where the target link is readable in the query string. The new goto format is different: The result href is /goto, not the destination. You cannot decode the url= blob offline. The real URL is in the Location header on /goto. Request that URL. Do not follow the redirect. Google still needs the destination to draw the SERP (domain, favicon, attribution), so copies of the URL remain on the page. That is a separate story from reading Location. The walkthrough is here: google.com/goto: read Location with HEAD. That shift matters for anyone building a search index from SERP data at scale.

与 google.com/url 不同 Google 以前也使用过重定向包装器。旧格式是 google.com/url?q=[URL-encoded destination]，其中目标链接可以在查询字符串中直接读取。新的 goto 格式则不同：结果的 href 是 /goto，而不是目标地址。你无法在离线状态下解码 url= 后的数据块。真实的 URL 位于 /goto 的 Location 响应头中。你需要请求该 URL，但不要跟随重定向。Google 仍然需要目标地址来渲染搜索结果页面（域名、图标、归属信息），因此页面上仍会保留 URL 的副本，但这与读取 Location 头是两码事。具体操作指南请见：google.com/goto: read Location with HEAD。对于任何大规模构建搜索索引的人来说，这种转变至关重要。

Why Google is doing this This fits Google’s broader push against automated SERP harvesting, especially from AI crawlers and SEO scrapers that bulk-extract result URLs to build their own indexes. With plaintext links, a scraper could parse thousands of URLs from HTML without touching Google again. With goto, each result needs a request back to Google just to learn the destination. You read Location; you do not follow through to the page. That is slower, noisier, and gives Google a clear signal when the same client resolves hundreds of links in sequence. Combined with earlier moves like removing &num=100 and tightening BotGuard/SearchGuard, Google is steadily raising the cost of naive SERP scraping.

Google 为什么要这样做 这符合 Google 旨在打击自动化搜索结果抓取的更广泛举措，特别是针对那些通过批量提取结果 URL 来构建自身索引的 AI 爬虫和 SEO 抓取工具。在纯文本链接时代，抓取工具无需再次访问 Google 即可从 HTML 中解析出数千个 URL。而使用 goto 后，每个结果都需要向 Google 发起请求才能获知目标地址。你只需读取 Location，而无需跳转到页面。这种方式速度更慢、干扰更多，且当同一客户端连续解析数百个链接时，会向 Google 发出明确的信号。结合此前移除 &num=100 参数以及加强 BotGuard/SearchGuard 等举措，Google 正在稳步提高简单粗暴式搜索结果抓取的成本。

What we saw at Autom We first spotted goto links on a small percentage of SERPs. At that level, it was hard to ship a reliable fix without breaking responses for everyone else. As of late August 2026, the pattern is much more consistent for logged-out and private sessions. Result URLs on Google Search are effectively all goto in those conditions. We have been monitoring the rollout and testing against it.

我们在 Autom 的观察 我们最初是在一小部分搜索结果页面上发现了 goto 链接。在那个阶段，很难在不影响其他用户响应的情况下发布可靠的修复方案。截至 2026 年 8 月下旬，这种模式在未登录和隐私会话中已变得非常普遍。在这些条件下，Google 搜索的结果 URL 实际上已全部变为 goto 格式。我们一直在监控这一部署过程并进行针对性测试。

Update at Autom.dev We have updated our Google Search pipeline to resolve google.com/goto links (read Location, no follow) and return the final destination URL in API responses, in the same structured fields customers already use. If you call Autom’s Google Search endpoints, you should keep getting usable destination URLs without changing your integration. We will keep watching Google’s rollout and adjust if the redirect format shifts again.

Autom.dev 的更新 我们已经更新了 Google 搜索流水线，以解析 google.com/goto 链接（读取 Location，不跟随跳转），并在 API 响应中返回最终的目标 URL，且保持与客户现有使用的结构化字段一致。如果你调用 Autom 的 Google 搜索接口，无需更改集成方式即可继续获取可用的目标 URL。我们将持续关注 Google 的部署情况，如果重定向格式再次发生变化，我们将进行相应调整。

Related reading

• google.com/goto: read Location with HEAD
• Google killed num=100
• Google sues SerpAPI: What SearchGuard reveals
• Scraping SERP with Google, Bing, and Brave

相关阅读

• google.com/goto: read Location with HEAD
• Google 移除了 num=100 参数
• Google 起诉 SerpAPI：SearchGuard 揭示了什么
• 使用 Google、Bing 和 Brave 抓取搜索结果页面

Need live SERP data while Google keeps moving the goalposts? Try 1,000 free requests on Autom pricing, or get an API key at app.autom.dev/register.

当 Google 不断改变规则时，你需要实时的搜索结果数据吗？欢迎在 Autom 尝试 1,000 次免费请求，或前往 app.autom.dev/register 获取 API 密钥。