The end of Google URL shortener: What to do next

Google’s URL shortening service, goo.gl, stopped accepting new links over a year ago, and they have now announced that the service will officially close in August 2025. For many webmasters and businesses, this change might pose challenges, especially if you rely on shortened links in your marketing strategies or website management. In this article, we’ll guide you through the steps you need to take to ensure a smooth transition.

Why did Google end goo.gl?

Google announced that the goo.gl service is being discontinued as part of their shift towards Firebase Dynamic Links (FDL), which provides more advanced functionalities for developers. The goal is to allow developers to create smarter links that are compatible with mobile apps as well as web environments. However, goo.gl doesn’t offer these advanced capabilities, leading to its retirement.

What does this mean for Webmasters?

If you’ve been using goo.gl links, they’ll still work but you won’t be able to create new ones or access analytics for these links moving forward. It’s crucial to adapt quickly to avoid any disruption to your user experience or marketing campaigns.

Steps to take if you’re still using goo.gl links

1. Audit your existing links

Start by identifying where you’ve used goo.gl links across your website, social media platforms, email campaigns, and other channels. This will help you know which links need updating and where immediate attention is required.

2. Switch to an alternative URL shortener

There are several alternatives to goo.gl that offer reliable URL shortening services. Some of the most popular include:

• Bitly: A widely-used URL shortener that offers link tracking and analytics.
• TinyURL: A simple and straightforward option for quick link shortening.
• Rebrandly: Allows you to create custom branded short links, which can help reinforce your company’s identity.

Evaluate these platforms and choose one that fits your needs. If you’re looking for more control and customisation, Rebrandly may be an excellent option as it supports custom domains for shortened URLs.

3. Set up your own URL shortener

If you prefer a more personalised approach, consider creating your own URL shortener. This gives you complete control over your links and branding. Tools like YOURLS (Your Own URL Shortener) allow you to host your own URL shortener on your server, ensuring that you’re not reliant on third-party services.

4. Update your links

Once you’ve selected a new service or set up your own, replace all existing goo.gl links on your website with new, shortened ones. This ensures that you don’t lose track of your marketing efforts and can continue to monitor performance seamlessly.

Any external links that are being directed to your website will require a substantial amount of time to update. You will need to contact the website writer/webmaster to get the links updated.

To help speed up the process of updating external links, make it easy for them with the following:

• Be friendly and explain the reason why you need them updated
• Explain that the links will stop working from August 2025
• Provide a link to the page where your links are
• Provide the current link so they can easily identify which one is to be changed
• Provide the new link for them to replace the old link with

Including all the information above in the initial email will help speed up the process and avoid any back-and-forth communications.

5. Redirect old links

While goo.gl links will continue to work, it’s a good practice to set up redirects to your new shortened links. This way, if goo.gl stops working in the future, your traffic will still be correctly routed.

6. Monitor link performance

Tracking link performance is essential to understand how users engage with your content. If your old goo.gl links provided useful analytics, make sure your new shortener offers the same or better tracking. Most services, like Bitly and Rebrandly, offer detailed click analytics that will give you the insights you need.

The future of URL shortening

As more businesses integrate mobile apps and advanced technologies, URL shortening services are evolving to meet new demands. Firebase Dynamic Links is one such advancement, offering smart links that seamlessly integrate web and app environments. While these links are more suitable for developers, webmasters who focus primarily on websites should stick to URL shorteners designed for simplicity and ease of use, such as Bitly or custom solutions like YOURLS.

Final thoughts

The end of Google’s goo.gl URL shortener may seem inconvenient, but it’s an excellent opportunity to improve your link management strategy. By switching to a more modern solution, you can benefit from better tracking, branded URLs, and even enhanced user experiences. Make sure to audit your existing links, choose an appropriate service, and stay ahead of the curve as URL shortening continues to evolve.

Need help transitioning away from goo.gl? Our team is here to assist you in setting up a new URL shortener, managing your links, and ensuring your site stays optimised.