How Shortened URLs Impact SEO: Myths vs Reality
Average Reading Time: 6 minutes
Shortened URLs are almost everywhere. Brands, creators, and businesses are using them to share the long links. They save space. They look good. They are simple to track. However, a significant number of people still have a vital question. Do shortened URLs influence SEO? There are myths surrounding this topic. Some people assume that shortened links cause ranking to drop. Some consider that these links tamper with the real destination. But the truth is different. We separate the myths in this article and tell you what actually happens. We also provide statistics to give more weight to the most important points.
Myth 1: Shortened URLs Hurt Search Rankings
Many businesses think that shortened URLs damage rankings. But this is not true. Search engines see shortened links as regular redirects. They take the redirect route and index the final page. Google has been affirming this repeatedly. A URL shortener that results in a proper 301 redirect allows the link to be shared. In other words, SEO value is not lost. Backlinko conducted a simple survey that found 85 percent of marketers use shortened URLs in their campaigns. However, they did not observe any decrease in rankings. The final landing pages were still ranking for their target keywords. The only time SEO issues arise is when the shortener uses a 302 redirect. A 302 redirect does not allow the transfer of full link equity. So the reality is that shortened URLs do not cause a drop in rankings if they employ 301 redirects.
Myth 2: Search Engines Cannot Understand Shortened URLs
Some people think search engines are disturbed by short links. They assume that robots can't follow these links because they require several steps. However, this is also a misconception. Google, in fact, has announced that it treats short URLs the same as any redirect. The crawler continues with the chain. If the redirect is neat and quick, then there is no problem.
The 2023 Crawl Efficiency Study found that Googlebot can handle up to 5 redirect hops without issue. Most URL shortening services perform only one hop. This is very simple for search engines to handle. Hence, search engines are perfectly capable of understanding shortened URLs.
Some believe that short URLs make pages load slowly. They feel that the redirect is taking too long. Loading the page slowly can harm SEO. But this does not affect the page experience. Users are unable to see the delay. Google also does not consider such a tiny delay as a ranking issue.
WebPageTest ran a test on 100 popular shorteners to find out the average redirect time was less than 70 milliseconds. A few were even quicker, for example, Cliko. Page loading problems are only caused when the shortener server is down. This is very rare if you use reliable services. However, using unknown or free shorteners can be risky. Always choose a trusted shortener with a strong uptime.
Myth 4: Shortened URLs Reduce Trust
Some people think that short URLs are strange. They assume that users may not want to click such links. This might be the case for a few shorteners. People sometimes fear scams or spam. But companies can fix this without breaking a sweat. You can have a custom domain for your shortened URLs. Many shorteners let you include your brand name in the link. The truth is, data is backing this up. Rebrandly’s trust study found that branded short URLs receive around 34% more clicks than non-branded ones. When users spot a brand name, they trust the link. They are aware of where they are being taken. Therefore shortened URLs are not a reason for lowering trust if you are employing branded links.
Myth 5: Shortened URLs Hide the Real Content From Search Engines
People think Search engines cannot see keywords when a short URL is used. They believe that this means that the SEO value is being lost. However, keywords in URLs play a very minor role in rankings. Google has stated this fact several times.
Google uses content, links, and user signals to rank websites. The actual URL structure holds little significance. A short URL without keywords does not affect SEO. The content of the landing page is what carries the ranking signals. Actually, Ahrefs research found that only 6 percent of ranked pages include keywords in their URLs. The remaining 94 percent rank without keyword-embedded URLs. Short URLs are not a reason for you to lose visibility. Keywords are far more important in the final page.
Myth 6: Shortened URLs Make Analytics Complicated
Many believe that shortened URLs add extra layers that confuse the tracking process. This is a false statement as well.
By using shorteners, you are able to track:
- Clicks
- Traffic source
- Device type
- Location
- Time of click
- Campaign performance
Such data allows marketers to gain better insight into user behaviour. According to Bitly’s 2024 usage data, this is the case for 60 percent of marketers, which is a considerable number. The truth is that Cliko and other tools go much further than that. They offer UTM tracking, geo analytics, device graphs, and campaign dashboards. This helps brands make data-driven decisions. Therefore, shortened URLs actually help track rather than complicate it.
Reality: Shortened URLs Help SEO When Used Properly
Shortened URLs, do not lead to better SEO directly. They are not a type of link that can boost your rankings. However, they can be very helpful if you incorporate them properly in your overall strategy.
1. Improved user experience: Short links appear neat and clean. This facilitates sharing and the user's trust also increases.
2. Better CTR: More people are willing to click on branded short URLs. A higher click-through rate is a positive signal to search engines of the content's relevance.
3. Better tracking: What you are really getting is enough data for optimizing your content and campaigns.
4. Better link management: You can change the destinations without dismantling the links.
5. Easier sharing: Short links are just right for social platforms where character limits are tight.
They do not directly influence algorithms but, indirectly, they do help your content to be seen by more people.
Best Practices for Using Shortened URLs
If you are looking for short, SEO-friendly links, follow these tips.
- Use a device capable of 301 redirects.
- Select a shortener that offers you the maximum time available without interruptions.
- Go for a custom-branded domain.
- Do not have too many redirects.
- Performance monitoring through analytics.
- Never place links in shady free shorteners.
- Only update your links when necessary.
These steps put your links in a condition that keeps them effective.
Finally
URL shorteners are not dangerous. They are not bad for SEO. They are not confusing for search engines. They do not make the pages slower. In addition, they offer significant tracking and branding advantages. The myths originate from the times when redirect systems were weak. Shorteners nowadays are quite advanced. They are quick. They use 301 redirects. They allow analytics. They are helpful to digital marketers, creators, and businesses. If you are using shortened links for clean URLs, accurate tracking, and better engagement, then shortened URLs are an excellent option. If used properly, they can be a great support to both your content strategy and your SEO goals.