In an ongoing effort to optimize its tools and provide improvements to its users, Google has announced the definitive closure of its URL shortening service, known as goo.gl.
This move by Google, which will take effect on August 25, 2025, is part of a series of updates and strategic adjustments aimed at improving the efficiency and security of its services.
This article from ITD Consulting outlines the reasons behind this decision by Google, the implications for users, and the available alternatives. Stay informed about these changes at Google so you're not caught off guard.
Goodbye to goo.gl: Why Now?
According to a report, Google will stop supporting and functioning with shortened links using the "goo.gl" domain starting August 2025, with some exceptions for Google's own tools.
Instead, an interstitial page will be shown on the affected Google links, warning users about the upcoming shutdown. This change is not unexpected, as Google has noted that more than 99% of goo.gl shortened links were not used in the past month. As we can see, the importance of short-term data analysis plays a key role in Google's decision-making.
Google’s decision to shut down goo.gl is not new. In 2018, Google had already announced its intention to discontinue the service due to the rise of more popular alternatives and changes in the way users access content online.
That year, the company recommended developers migrate to Firebase Dynamic Links, a service Google had acquired in 2014. However, with the closure of goo.gl, Firebase Dynamic Links will also cease operations on August 25, 2025.
Analysis of Google’s Decision
Google has officially announced that its URL shortening tool, Google URL Shortener or goo.gl, will no longer be available starting in August 2025. This decision is primarily driven by the low usage of the service in recent years.
Although this affects developers and customers who have relied on this tool since its launch in 2009, Google considers it a necessary measure due to the evolving behavior of internet users.
Since 2018, Google stopped allowing the creation of new shortened URLs through goo.gl, though it continued to offer support for existing links. However, activity on these Google links has drastically decreased.
According to Google, more than 99% of the links have had no traffic in recent months, underscoring the need to shut down the service. In this case, the reach to Google users has determined its closure.
Exceptions and Transition Process
It is important to note that goo.gl links generated through Google apps, such as Google Maps, will remain operational. This will help minimize the impact on users who depend on these Google applications to share locations and other crucial information.
In its official blog, Google expressed: “We understand that transitioning away from using goo.gl short links may cause some inconvenience. Thank you for using the service, and we hope you will join us as we move toward new and innovative ways to navigate web and app experiences.”
What Will Happen to Existing Links?
Starting on August 23, 2024, Google will begin showing a warning page on a percentage of affected links, notifying users about the imminent shutdown of the service. This interstitial page will inform users that the link will no longer be supported after August 25, 2025, before redirecting them to the original destination page.
The percentage of Google links displaying this warning will progressively increase until the shutdown date. This process will allow developers and users to track and adjust the affected links, facilitating the transition to other URL shortening services.
After the deadline, all goo.gl links will result in a 404 response, indicating that the page is not found. Since the initial announcement in 2018, Google has recommended developers switch to Firebase Dynamic Links, a service that will also stop functioning in August 2025.
Considering this, Google suggests that developers consider other deep-linking options available in the market, although it warns that these services have not been verified by the company.
Recently Closed Services by Google
The closure of goo.gl is just one of many services that Google has discontinued in recent years, whether due to lack of use or profitability. Below, from the perspective of ITD Consulting, are some of the popular services that Google has recently shut down:
- Google Podcasts: This service was discontinued to consolidate podcasts and music into YouTube Music.
- YouTube Originals: A platform similar to Netflix with original productions, such as Cobra Kai, which was shut down due to low viewership.
- Google Talk (Gchat): Google's first messaging service, which was replaced by Hangouts and later by Google Chat.
- Google Reader: A popular RSS reader that was shut down in 2013 due to a decline in users.
- Stadia: Google's cloud gaming service, which was closed due to a lack of users and exclusive content.
Recommended Alternatives for goo.gl
With the closure of goo.gl, it is crucial for users and developers to look for alternatives for their URL shortening needs. Here are some of the most recommended options instead of the now-closed Google service:
- Bitly: Known for its ease of use and detailed analytics, Bitly allows users to customize links and gather valuable traffic insights.
- TinyURL: A free and simple service that allows users to shorten links quickly without the need for registration.
- Rebrandly: Offers the creation of custom links and advanced analytics, ideal for businesses looking to build their brand through short links.
- T2M: Provides unlimited shortened links and detailed analytics, with both free and paid options.
- Ow.ly: Integrated with Hootsuite, this service allows for link shortening and traffic analysis, making it ideal for social media management.
The Future of Shortened Links
The closure of goo.gl and Firebase Dynamic Links marks the end of an era for Google but also opens new opportunities for innovation in the field of URL shortening and deep linking. Businesses and developers must adapt to these changes and explore solutions that best meet their specific needs.
As technology and user preferences continue to evolve, we are likely to see further advancements in this field. Shortened links will remain a valuable tool for sharing content efficiently and effectively.
New technologies may offer additional features and improve user experience. Google is leading the way through these challenging changes that involve shutting down some services, but it is the path of constant change that we face in the tech world.
The closure of goo.gl is not just a technical change, but an opportunity for Google users, developers, and organizations to find new tools and methods to achieve their goals more efficiently. This situation from Google encourages those involved to explore innovative alternatives that can offer better functionalities, increased security, and adaptability to the current needs of the market.
Adapting to new technologies and available services is crucial to continue progressing and improving the way we browse and share information on the web. This not only ensures operational continuity but also opens the door to significant improvements in link management and digital resource optimization.
As we approach the closure date of goo.gl, it is essential that all affected Google users begin planning their transition to other URL shortening solutions.
This transition process from Google should be approached with a well-thought-out strategy that includes evaluating different alternative services, conducting pilot tests, and training staff to ensure smooth adoption.
Proactive migration to new platforms outside of Google can prevent service interruptions and ensure that critical links continue to function without issues.
Anticipation and preparation will be key to minimizing the impact of this change from Google and ensuring a seamless transition to new platforms. A preventive approach will allow users to adapt gradually, update their links, and adjust their online communication and marketing strategies.
In this way, they will be able to take advantage of new tools to enhance the effectiveness of their campaigns and improve the user experience.
If you want to learn more about how to avoid being affected by Google's changes, get advice from our team. You can write to us at [email protected].
At ITD Consulting, we have tailored technological solutions designed to help you adapt to market changes and maintain seamless operations. Contact us for specialized advice and discover how we can facilitate your transition to new URL shortening platforms and other digital tools.
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