SERP Data Providers Report Google Goto Link Throttling

SERP data providers say Google is throttling goto links on search results pages, a change that may affect the URLs recorded in some ranking data. Instead of storing the address of the page associated with a result, some data may contain a Google redirect link.

The distinction matters because the two addresses do not describe the same thing in the same way. A page URL identifies the destination, while a Google redirect URL points through Google. When the latter appears in a ranking record, a marketer reviewing the data may not see the page address directly in that field.

The reported throttling applies to goto links per results page, according to the providers. Their account points to a potential issue with how result URLs are represented in stored rank data. It does not, on its own, establish that a page’s search position has changed or that the page itself has been altered.

For marketers who use ranking data to review individual pages, the address stored alongside a result is important context. A Google redirect link in that field should not automatically be treated as the destination page URL. Checking which type of address has been recorded can help prevent confusion when reviewing a result.

The same distinction is relevant when comparing records. If one record contains a redirect link and another contains a page URL, the addresses may differ in format even when the comparison is intended to focus on destination pages. The reported issue is therefore about the information available in the data, not necessarily a change in the underlying search result.

What this means for marketers

Review the URL fields in ranking data before using them to assess individual pages. If a field contains a Google redirect link rather than a page address, treat that distinction as a data-quality check when comparing records or discussing results with a provider. A different-looking URL alone is not evidence that a page has moved in the rankings.