URL Shortener - Definition and Meaning
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URL Shortener


A URL shortener is an online tool that allows you to convert a long URL into a much shorter, more manageable and aesthetically pleasing version. These short URLs are useful for sharing links on platforms where space is limited, such as Twitter, or for simplifying a long and complicated URL for easier recall.

Short URLs usually redirect the user to the original URL when clicked. The URL shortener performs this tracking and, in many cases, also provides statistics on how many times the short URL has been clicked, providing useful information about a website's traffic.

How URL Shorteners Work

Generally speaking, a URL shortener takes a long URL and converts it into a shorter one, replacing it with a unique string of characters. When a user clicks the short URL, the shortening service redirects the user to the original URL. This is done through a technique called HTTP redirection.

HTTP redirection works by sending the browser a response with a specific status code (such as 301, indicating a permanent redirect) and the URL the browser should go to. This allows the URL shortener to divert traffic from the short URL to the long URL.

Benefits of URL Shorteners

Some of the main digital marketing benefits of shortening a URL include:

  • Easier handling: Shortened URLs are easier to copy, paste, and share, especially on platforms where space is limited.
  • Looking more appealing: Short URLs are cleaner and more engaging, which can increase the likelihood that someone will click on them.
  • Traffic tracking: Many URL shorteners provide statistics on how many times a URL has been clicked, which can be useful for traffic analysis.

Disadvantages of URL Shorteners

Despite their benefits, there are also some potential downsides to using link shorteners:

  • Shortening service dependency: If the URL shortening service closes or has problems, all short URLs that depend on it will stop working.
  • Security: Some URL shorteners can be used to mask malicious URLs, which can lead to security issues.
  • SEO: While short links can be beneficial for sharing links on social media, they may not be as beneficial for SEO as descriptive URLs.

Top URL Shorteners

There are numerous URL shorteners available online, each with its own features and functionalities. Some of the most popular shortener services include:

  • Bit.ly: One of the most well-known URL shorteners, Bit.ly offers tracking metrics and the ability to customize short URLs.
  • TinyURL: TinyURL is another well-known URL shortening service that has been around since 2002.
  • Ow.ly: This is a URL shortener that is part of Hootsuite, a social media management platform.
  • Rebrandly: This URL shortener is known for allowing link customization, which can make your brand more recognizable on shared links.
  • T2M: Offers a range of features, including customizable links, detailed analytics, and the option to create QR codes from your links.
  • Is.gd: A simple, easy-to-use URL shortener that simply gets the job done hassle-free.
  • Yourls: This is a unique option as it is an open-source URL shortener that you can run on your own server.

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