A link enters a redirect, a report opens the landing page, a policy changes in September
The day's 3 verified stories: Google started routing search result links through a goto passthrough address and the cost of rank tracking rose; Microsoft opened AI Max to Search campaigns with a new report showing which query reached which page; and Google's alcohol advertising policy updates on September 30, with the preview already published. The full read of each story, its sources and what it means for your business live on its own page.
Google routes search result links through goto, rank tracking gets more expensive
Rather than sending users straight to the destination, Google has started routing search result links through an encoded google.com/goto passthrough address. Per Search Engine Roundtable the practice began testing in July 2026, and a Google spokesperson confirmed the rollout while pointing to the company's history of deploying technical measures against abuse. Derek Perkins of Nozzle reported seeing nearly full rollout across several residential internet providers. Per PPC Land's analysis dated August 29, 2026, clicking a link issues a temporary redirect, lightweight requests are blocked, and resolving all links for a single five page ranking costs between 500 and 1,000 requests. Nothing changes visibly for the end user; the effect sits in measurement and competitive analysis.
Microsoft opened AI Max to Search campaigns, with a landing page report alongside
In a blog post dated August 27, 2026 Microsoft Advertising announced AI Max is available in Search campaigns. The suite carries three capabilities: search term matching that expands beyond the keyword list, text customization that generates additional messaging variations from existing assets, and final URL expansion that routes the user to the page best matching their intent. Per Search Engine Roundtable a new search term landing page report shipped with the release, with default columns of search term, final URL, campaign, ad group, headline, delivered match type, final URL source, impressions, clicks, spend, conversions and conversion rate. Microsoft also reports, on its own data, 101 percent higher engagement for ads within Copilot experiences.
Google alcohol advertising policy updates on September 30, with a preview published
Per Search Engine Roundtable reporting dated August 28, 2026, Google will update its alcohol advertising policy on September 30, 2026. Per Google the update revises country specific guidelines, expands allowed advertising locations and gives clearer detail on advertiser requirements and responsibilities. Because the change is substantial, Google published a preview of the new policy so it can be compared with the current one. Google's alcohol policy page sets out location restrictions, legal and regulatory requirements, and a certification application for zero percent alcohol beverages in countries where alcohol advertising is not permitted. Advertising alcoholic drinks is prohibited by regulation in Türkiye.
The agenda moves fast, the system stays calm.
Let us talk about how these changes affect your business and clarify together which step fits you.