Google SERP Redirects

Posted: August 31, 2026 

You may have seen recent industry news about updates to the URLs ranked in SERPs. If not, here’s a quick overview.

Google recently started rolling out passthrough URLs in search results. This means that instead of linking directly to a page, Google now creates a "google.com/goto" tracking URL that redirects to the destination page.

What does this mean for Moz Pro Rankings?

The good news is our engineering team is actively working on a long-term solution to this change to ensure you continue to get the most accurate data possible.

In the meantime, you might spot a few google.com/goto URLs in your ranking reports instead of the typical URLs for your site or your competitors. When this happens, it can temporarily skew your rankings data and Search Visibility percentage because the ranking site gets identified as Google.com. 

While we finish rolling out adjustments in Moz Pro, you may, in some rare cases, temporarily see the root domain in the Ranking URL column, without the full URL — for example, https://moz.toolspire.one/ rather than https://moz.toolspire.one/blog or the new tracking URL.

Because Google's rollout is still in its early stages, we're monitoring the situation closely and will resolve any new quirks as quickly as possible. We appreciate your patience as the industry navigates this change.

If you have questions or concerns, please feel free to reach out to our Help Team — we're always here to help!