Google is taking one step closer to shutting down its URL shortener. What exactly is happening, and how does it affect you?

What Is Google Changing?

Google’sURL shortener servicelets you create a shorter version of any URL. It generates short URLs that begin with “https://goo.gl/"

Way back in 2018, Google announced that it was winding up its short URL service. However, it showed a measure of goodwill with a long, planned-out deprecation over several phases. First, it stopped new short URLs from being created. Now, it’s introducing a warning screen that some goo.gl URLs will show when you follow them:

An error message reads “This link will no longer work in the near future”

This will slowly ramp up until all goo.gl URLs display the warning. Then, on August 25th, 2025, Google’s short URLs will stop working. If you try to access one, you’ll see a404 “Page not found” errorand you won’t be able to recover the original link at all.

Who Uses Short URLs Anyway?

You can use a short URL anywhere you might use a normal URL, particularly if space is limited or the URL may be typed manually. Short URLs may also be easier to remember in the short term.

Print media was a significant early adopter of short URLs. Newspapers and magazines used them to direct readers to websites without having to reprint long, ugly addresses.

The bitly homepage advertizes its custom domains for short urls and qr codes

Short URLs can also be used in public places for advertising or other interactive purposes. Nowadays, however, companies often prefer to use QR codes which are an even lower barrier to use.

What Can I Do?

If you’ve used a Google short URL anywhere, you’ll need to take action to keep it working in future.

Replace/Update Any Bookmarks

First, you should update any old goo.gl URLs that you’re responsible for, whether you publish them for others or use them for yourself. This includes bookmarks in your browser or inbookmarking websites like pinboard and pocket.

Follow this simple process to update a goo.gl URL:

Use an Alternative Provider

There are many URL-shortening services available; two of the best areBitlyandTinyURL. Each offers a basic free service, with paid plans for extra features like analytics or higher volumes.

Some services, such as X (formerly Twitter) use their own URL shorteners. X automatically shortens URLs, even if they’re already short, so you don’t need even need to think about the issue.

Try Not to Use Short URLs Where Possible

An alternative provider may be fine for now, but consider the future. If a giant like Google can turn off its short URL service, so can any other company. Short URLs are fine for short-term use, but they are not necessarily a good long-term bet.

You should rarely find a service that rejects longer URLs. If you’re displaying a URL online, it’s usually better to format it as a link than to show the raw URL anyway. URLs can be long and complicated, but most readers would rather just not see them!