Google's URL Shortener is Shutting Down: What You Need to Know

Back in 2018, Google said goo.gl short links would be going away. Now they have set a date.

In July 2024, they announced that its URL Shortener (goo.gl) will cease to operate by August 25, 2025. Users have until then to transition their links to another service, or risk having their links become inaccessible. This announcement impacts countless links, potentially disrupting traffic and user experience across the web.

Starting on August 23, 2024, goo.gl links will display an interstitial page warning users about the upcoming deprecation. This means if you've created a short link using Google’s service, it might stop working properly, resulting in broken links and lost traffic to your site.

Back in 2020, a major software provider switched to BL.INK from Goo.gle; read the case study here. 

Timeline for Google's URL Shortener Shutdown

Google’s decision to deprecate goo.gl is part of a phased approach that started with their 2018 transition announcement to Firebase Dynamic Links. The next significant date is August 23, 2024, when goo.gl links will begin showing a warning page. By August 25, 2025, these links will become non-functional.

How to Transition Your Organization's goo.gl Links

To avoid broken links, BL.INK makes it easy to migrate your company's goo.gl links to a reliable service like BL.INK. Here’s how you can do it in five easy steps:

1. Audit Your Existing Links: Identify all the goo.gl links your organization currently uses on your website, social media profiles, email campaigns, and other digital assets.
   
   
2. Create a BL.INK Account: If your company does not already have one, sign up for a BL.INK account. Choose a plan that suits your organization's needs. Our enterprise-level features ensure robust performance.
   
   
3. Generate New Short Links: Start creating new short links with BL.INK. Paste your long URL, customize your link, and create a short link. Add unlimited UTMs, whitelist "safe" domains, and enable others to create links using our E-Link feature. 
   
   
4. Replace Your Existing Links: Copy the new BL.INK short link and replace the old goo.gl links across your digital assets.
   
   
5. Monitor Link Performance: Use BL.INK’s real-time analytics to track the performance of your new links, including clicks, geographic data, and device usage.

Because so many companies have switched from competitors, one of our most-searched articles is about migrating links. Read the full article here. 

Why Google is Shutting Down its URL Shortener

While Google hasn't detailed the reasons for this shutdown, maintaining a URL shortening service at a massive scale comes with significant challenges and complexities. Discontinuing the service allows Google to reallocate resources and reduce potential security risks. Moreover, as data privacy regulations become stricter, managing the security of user data associated with URL shorteners adds more complexity.

In their 2018 update, Google mentioned that user behavior has shifted from desktop webpages to apps, mobile devices, and home assistants, suggesting that services like BL.INK are better suited for modern needs. At BL.INK, we agree. We're working with brands to create 2D barcodes, massive SMS messaging programs, and powering durable QR codes on everything from product tags to in-store signage.

Why Transitioning to BL.INK is a Smart Move

For organizations looking to replace their goo.gl links, BL.INK offers a reliable and feature-rich alternative. Here are some key benefits of using BL.INK at your company:

Enterprise-Level Security and Compliance

BL.INK prioritizes security and compliance, ensuring that your links are safe and adhere to industry standards. With features like single sign-on (SSO) and E-Link, we provide a secure environment for managing your links.

Security does not come standard from low-cost or free short link providers. If you're looking for HIPAA compliance or have extensive security reviews, turn to BL.INK. 

Link Management and Customization

With BL.INK, you can edit your links even after they are live, allowing for flexibility and control. Our platform also supports branded links, custom domains, and bulk link shortening. Our API enables us to integrate directly with your existing technologies and tools. 

What's more, BL.INK's rules-based routing means that you can easily set links to expire, to show different information based on day parts, countries, preferred languages, and more. 

Advanced Analytics

Monitor the performance of your links with our robust analytics tools. In real time, track clicks, geographic data, device usage, and more to gain valuable insights into your audience’s behavior.

Broken Link Monitoring

BL.INK’s exclusive broken link monitoring feature ensures that you are immediately alerted to any issues, helping you maintain a seamless user experience. Other providers do not offer this ability.

Consider moving to BL.INK

Google's URL Shortener service will soon be a thing of the past. By transitioning to BL.INK, you can ensure the continuity and functionality of your links while enjoying advanced features and superior security. Don’t wait until the last minute—start your migration today and experience the benefits of BL.INK.

Ready to make the switch? Sign up for BL.INK (start with a 21-day trial) and safeguard your links for the future.