URL shortening is a convenient method that makes links more compact and easier to read. Short URLs are easier to insert into presentations and simpler to share on social networks, messengers, and email campaigns. It’s also a handy tool for advertising. While only webmasters can change URLs in search engine results, on other platforms, such actions are available to any user. For this purpose, specialized URL shortening services are used.
Many used to rely on Google URL Shortener (goo.gl), which was once the best URL shortening service. But after its closure, the need arose for alternative tools. Let’s look at popular services for fast and convenient URL shortening.
Why short links are needed and their advantages
Short links are convenient for visual perception and practical use. Knowing how to shorten a URL can achieve the following results:
➤ Simplify interactions. A short URL is easier to remember, forward, or dictate, which is especially useful in offline communication.
➤ Improve page visibility in search engines. Short addresses help with SEO promotion of a web resource. Clean and clear URLs are easier to perceive by both users and search engine bots. They are known as SEO-friendly links.
➤ Increase advertising effectiveness. In marketing materials (business cards, flyers, posters), shortened links look neater. If needed, they can be supplemented or replaced by a QR code generated along with the shortened URL. This option is more convenient for users.
➤ Provide control over statistics. Some URL shortening services allow tracking click analytics, user geography, and other data. This simplifies evaluating marketing campaigns. In contextual advertising (PPC), shortened links help track ad performance. A short URL makes ads in Google Ads or Facebook Ads more attractive. It also enables conversion tracking.
➤ Track traffic. Using UTM tags in Google Analytics or other systems allows adding special parameters to the link. As a result, you can see which channels (social networks, email newsletters, advertising) bring the most visitors.
➤ Personalize URLs. This involves creating branded links where the company name can be used instead of a random string of characters. Some services allow URL customization. This enables assigning the link a clear, custom name instead of an automatically generated code. For example, instead of bit.ly/3XyzA1, you can create bit.ly/MyBrandPromo. This makes the link more trustworthy and understandable.
➤ Protect from truncation. Some platforms automatically shorten long URLs, which can lead to loss of important data.
Shortened links save space in SMS messages, which contain only 140 Latin characters or 70 Cyrillic characters. They are convenient for Instagram posts because links there are not clickable. Users will find it easier to remember and enter a short address manually, reducing the chance of errors.
URL shortening also helps make referral URLs more attractive and user-friendly. Long addresses with many parameters may look suspicious and cause doubts among potential clients. Shortening them increases the likelihood of clicks.
How URL shortening works
The URL shortening process is based on using a special service. It saves the long URL in its database and generates a unique key for it. This key is then appended to the service’s domain, creating a short link. When a user clicks on the shortened URL, an automatic web redirect occurs (usually a 301 permanent redirect) to the original address.
This means search engines recognize the short link as pointing to the original site. As a result, the SEO value of the original URL is preserved.
For example, the address:
https://www.nike.com/store-locator/en-us?cp=12345&ref=affilia
can be transformed
into https://bit.ly/NikeStore,
where bit.ly is the service’s domain, and NikeStore is the unique key.
When you need to shorten links, it’s important to keep in mind that not all services operate reliably. For example, Google URL Shortener has been discontinued, and Bitly (bit.ly) has been blocked in some countries, notably Turkey. To avoid problems, it’s best to choose reliable platforms with a good reputation and check their availability in your region. This is especially important if you need a consistently working short link.
Popular online services for URL hortening
Short URL generators offer both free and paid plans. Some services provide the option to perform bulk URL shortening, which is especially useful for marketers and large companies. This helps save time and simplifies link management. Let’s highlight the most popular services.
| Service | Features | Advantages | Disadvantages | Paid Features |
| Bit.ly | URL shortening with Bitly is one of the most popular methods. The service is provided by an American internet company. | - Free version with basic analytics (number of clicks, geography); - Link customization - Integration with analytics tools; - Support for branded domains for paid accounts. | - The interface is not available in Russian; - A paid plan is required to access advanced analytics. | - Advanced analytics; - Creation of branded domains; - Dedicated support for corporate users. |
| TinyURL | A reliable and time-tested service that is perfect for basic tasks. | - Free service; - No registration required; - Link customization available; - Convenient browser plugin; - Ability to set a custom alias. | - Lack of detailed analytics; - Not available in Russian. | - No paid features; everything is available in the free version. |
| Rebrandly | The perfect service for companies and marketers. | - Free creation of short links; - Click statistics; - Link customization; - Support for branded domains; - Integration with marketing tools. | - Additional features are available only in the paid version; - Registration is required to access the service. | - Creation of custom domains; - UTM tagging; - Analytics; - Audience creation for retargeting. |
| T2M | The platform is suitable for both personal use and business. | - Detailed analytics (clicks, geolocation); - QR code generation; - API integration; - Affordable starter plans. | - Registration required for use; - Click limits on lower-tier plans. | - Paid plan with unlimited clicks; - API integration for automation; - QR code generator. |
| Short.io | The service is focused on business solutions. | - Support for custom domains; - Free plan with basic analytics; - Full redirect configuration; - Interface available in Ukrainian. | - Requires own domain, which limits usage for private users. | - Integration with CRM and marketing platforms; - Geolocation-based redirection; - Password protection; - Link expiration settings. |
| Ow.ly | It is part of the large project Hootsuite — a social media management platform. | - Free access; - Integration with Hootsuite for social media management; - Built-in click analytics. | - Requires registration with Hootsuite; - Interface is not fully translated. | - Analytics on clicks and traffic; - Support for multiple social networks. |
| Cutt.ly | The platform is suitable for both small and large businesses. | - Powerful analytics (clicks, devices, geolocation); - Ability to edit already created URLs. | - High price for paid plans (starting from $12 per month); - No fully free version with complete functionality. | - Retargeting; - Creation of branded links; - UTM tag generation; - Advanced traffic analytics. |
Choosing a URL shortening service
To choose the best URL shortener, you need to consider the purpose it will serve:
➤ If you need a free and fast option, TinyURL is a great choice. Its functionality is sufficient for basic tasks, and all available features are free.
➤ For branded links. To create custom branded URLs, services like Rebrandly and Short.io are ideal. They are used by companies and marketers aiming to strengthen their online reputation. Both platforms offer advanced business features.
➤ When detailed analytics matter — Bit.ly and Cutt.ly are helpful. These services provide comprehensive statistics on clicks, geolocation, devices, and traffic tracking. They’re suitable for more professional use and help evaluate ad campaign effectiveness.
➤ For SMM and advertising. Since Ow.ly is part of the Hootsuite platform, it's the best option for marketers and social media professionals.
Choose a URL shortening site based on the complexity of the tasks you need to solve. It’s important that the platform offers all the necessary tools.
How to shorten a URL: step-by-step guide
If you have a long URL and want to learn how to shorten a link to your website, follow this instruction:
➤ Go to the service’s website. For example, we’ll use Bit.ly, but the process is similar across other platforms.
➤ Paste the long URL into the input field. On the homepage, there is a special bar for this. Copy the link you want to shorten, paste it, and click the shorten button.
➤ Customize the short URL if needed. Some services allow you to set your own short address. For instance, instead of the automatic bit.ly/3XyzA1, you can create bit.ly/YourBrandPromo.
➤ Copy the generated short link. Once the service generates the short URL, you can use it as you wish.
After these simple steps, your link will become compact and convenient to use for various purposes — in messages, posts, email newsletters, or advertising.
Mistakes when shortening links and their consequences
Shortened URLs are convenient, but if generated incorrectly, they can lead to several problems. Avoid the following mistakes:
➤ Using unreliable services. Not all platforms are equally trustworthy. Some may unexpectedly shut down or get blocked, making all created links inaccessible. That’s why it’s important to use reliable services.
➤ Lack of analytics. If you don’t track URL click statistics, you risk losing valuable data. Without analytics, it’s hard to evaluate the effectiveness of marketing strategies.
➤ Using links without UTM tags in advertising. These tags help identify where the user came from — social media, email campaigns, or ads. If you don’t add them to shortened URLs, marketers lose the ability to accurately measure campaign performance and adjust accordingly.
By knowing how to shorten a link properly, you not only simplify its appearance but also maintain control over traffic and the effectiveness of your marketing campaigns.
Conclusion
URL shortening is a powerful tool that helps not only simplify information sharing but also improve SEO performance, enhance user convenience, and speed up access to content. This is especially important in the era of mobile technologies and social networks, where every detail matters. Short links allow for effective traffic management, user behavior tracking, and conversion optimization.
Choosing a URL shortening service should take your needs into account. It is important that the service is reliable and ensures data security. Test different platforms and shortening methods to find the optimal option and maximize your results. By analyzing your advertising campaigns, you will be able to evaluate the effectiveness of your marketing strategy and make adjustments as needed.
