Skip to main content

URL shortener

The url shorteners (URL shorteners in English) are services on the Internet that can be used to transform long and cryptic URLs (due to many variables) into short URLs. The generated short URL redirects visitors to the URL's actual destination via a 301 status code redirect. Short URLs are particularly popular due to the increasing use of short news services on Twitter.

Conversion

If you are looking to shorten the URLs or make them more concise, you can use a URL shortener of your choice. Typically the long URL is entered into a web form and converted to the desired alias URL. Some providers also work with Plug-ins, which can be installed in the browser and can cut URLs directly in the address bar with a single click. Many microblogging and social media service providers like HootSuite or Tweetdeck work with URL shorteners that are standard features of their programs.

Some URL shortener tools provide their clients with page call statistics, while redirecting your URLs. It is also feasible to customize short URLs depending on the provider or protect them with a password.

Technology

Even if the name suggests it, a URL shortener does not shorten a URL, but uses a shorter URL, which redirects to actual destination url. It should be called URL redirect more precisely. Regardless, since the displayed URL is actually shorter than the original, the term "shortener" has become common.

The technology behind a URL shortener is relatively simple. It is more or less a http redirect. All you need to do to provide a URL shortener is a server and a PHP script. It's no wonder that there are several thousand URL shorteners available globally.

The following happens to "shorten" a URL:

Original:

http://www.sampesite.com/?1234=id234345=par78909893k-f8987-lang.php

Short URL:

http://samplesite.com/a12

The "shortened" URL alias here works with a unique pattern, so the shortened service can store a unique reference for the long URL. If you click on the short URL, the Web server sends the 301 status code stored in the header to the Client and redirects to the original URL.

Many URL shorteners also offer the short link that is being designed as a Search engine friendly URL (SEF). In this example, the short URL might also look like this:

 
http://samplesite.com/contribute

Popular URL shorteners

The most popular URL shorteners include TinyURL.com, memURL.com, cli.gs or bit.ly… Google also offers its own shortener with goo.gl.

Risks of URL shorteners

Even with the increasing popularity of URL shorteners, there are usually risks that should not be underestimated:

  • Confusing target: The principle of function of a URL shortener is to redirect a URL. The short URL itself usually does not give any indication of the actual destination and users will not know which pages they are being forwarded to. That poses the risk of cookies being dropped. Many URL shortener providers have already responded to this threat and offer their users a preview of the target URL.
  • Possible manipulations by hijacking links: If links from a URL shortener are no longer required, there is a danger that scammers will use URLs that are no longer required to forward to their websites.
  • Link spoofing: URL shorteners that work with cryptic URLs, in other words session identifiers, offer scammers the ability to circulate only slightly modified URLs, which are later used for phishing.
  • Access to user data by third parties: Since URLs and destination URLs are stored on an external server, unauthorized users can also collect data on user behavior on a web portal.
  • Dependence on a service providerNo one can say precisely what will happen to shortened URLs when a URL shortener service provider becomes insolvent and has to go out of business. Anything is viable, from an acquisition by another company to the elimination of short URLs,
  • Unsafe providers: If entire lists with short URLs are hacked, they can be used for manipulative purposes. The customer has no opportunity to correct this error.

Relevance for SEO and online marketing

Since most providers use permanent redirects for short URLs with a 301 status code, URL shortcuts can pass the Page Rank along with the anchor texts. Therefore, SEOs can also use short URLs to link to a web portal. Despite everything, the transmission of PR or Enlace Juice depends on the strength of the links page. Since short URLs are commonly used on social media, presumably they don't pass a lot of link juice.

A shortened URL could provide a higher click-through rate, resulting in more landing page traffic as part of marketing and branding campaigns.

Web Links

R Marketing Digital