Google’s had the kind of week that makes your rank tracker sweat and your calendar fill up fast.

Anti-scraping era, activated: Google confirmed it’s rolling out google.com/goto passthrough URLs across search results, now near 100% coverage.

Those links can’t be decoded, so third-party tools must follow redirects. Expect turbulence in your SERP data.

Parasites, evolved: From August 30, Google is replacing EEA site reputation abuse penalties with separation.

Offending sections get split off and rank on their own merits. Four factors decide your fate:

• Presentation consistency
• Content quality
• Stated authorship
• Duplication across other sites

It’s not a to-do list: John Mueller says named updates are transparency notices.

Anything actionable lands in Google’s docs and policies first, usually well ahead of any rollout.

Mark your calendar twice: DV360’s October changes arrive unversioned. Oct. 1 removes most content label and sensitive category exclusions. Oct. 12 makes business name and logo mandatory for YouTube responsive ads.

Audit those brand-safety workflows now, not on Sept. 30.

Finally, some free wins: Google’s YouTube creative guidance comes with receipts. Human voice drives 12% higher conversions. Brand in the first five seconds, 4%. Text overlays, 3%.

A “human” way to wrap this up.