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Bryan Wilson

Bryan Wilson COO / VP of Search

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Will Google Eliminate Website URLS?

Will Google Eliminate URLS? 

Online security is a significant concern for website owners and users alike that is challenged by an ever-increasing number of threats. More than that, the Internet is growing at a rapid pace with new URLs introduced daily. Google has a solid reputation for being an Internet leader, so it is not surprising to learn that its Chrome security team has developed a truly creative approach to deal with both of these concerns at once. Can you imagine visiting a page where website identity was not determined by its URL? This may be a future reality. 

Chrome Security Team testing URL Solutions

Of course, eliminating every URL is not realistic, but the Chrome security team is proposing ways to shorten and legitimize authentic URLs while weeding out bogus website addresses. They want users to know that they are on the right website right away rather than on a fraudulent site that they did not intend to visit. While this is a great idea on the surface, it becomes more complicated when you try to put the concept into action. However, the security team has taken a bold step forward by creating the TrickURI tool. This is an open-source resource that is designed to simplify the critical task of identifying legitimate websites and differentiating them from illegitimate copycats that may actually be fraudulent. In addition to using this open-source tool, the security team is developing warnings that alert users to possible phishing scams. These alerts are not yet widely available because the security team is ensuring that the alerts only pop up for malicious sites. They do not want to erroneously deter users from visiting legitimate sites. 

Google users have benefited from a Safe Browsing feature that serves as an initial defense mechanism against scammers and phishers. However, this additional layer of defense is specifically designed to prevent users from unintentionally visiting websites with misleading addresses and falling victim to attackers in various ways. Because of the need for Google security professionals to avoid flagging legitimate sites as suspicious, you can expect the rollout for this new security feature to be moderated and fully in action well in the future. 

One important goal that the security team wants to focus on is helping users to identify the critical aspects of a URL, and this transition to shortened URLs should make this easier to accomplish. When a URL is too lengthy, it is difficult for a user to quickly and accurately pick out the sections that will tell him or her if a risk is present. 

Why a longer URL may be needed or preferred.


The open-source technology has already been implemented in trials, and the results are very positive. However, there are some reasons why a longer URL may be needed or preferred. Therefore, the security team must take all needs into account as it moves forward with the development of a thoughtful and effective way to improve online security while also promoting a superior user experience. 

Car dealerships derive a considerable amount of business from their websites, so you may understandably be concerned about how this website identity crisis could impact your website as well as your online marketing efforts if this came to pass by Google. As marketing experiences focused specifically on serving the needs of car dealerships like yours, we stay up-to-date about these and other changes that may affect our customers. More than that, we take proactive steps to be ready for changes as they are introduced. To inquire about our services and to learn more about how this change may affect your dealership’s website, contact Customer Scout. today.

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