In the world of SEO, every detail can play a crucial role in website rankings. One aspect that is often discussed is the use of short links in backlinks. Can they really affect your Google rankings? Is it worth using them, and if so, how should you do it correctly? Let's explore this question from the perspective of search engine algorithms and the practical experience of SEO specialists.
What Are Short Links?
Short links, or URL shorteners, are shortened versions of URLs used to reduce link length. The most popular services for this include Surl.li, TinyURL, goo.gl (which is now discontinued), Rebrandly, and others. They convert long URLs into more compact ones, which is convenient for social media, marketing campaigns, and click analytics.
How Does Google Treat Short Links?
Google officially states that short links do not negatively impact SEO, provided they are implemented correctly. The most important aspect is the redirect type. Short links usually use a 301 redirect (permanent redirect), which transfers link equity to the final URL. If the link-shortening service uses a 302 redirect (temporary redirect), it may hinder the transfer of link equity.
Is Link Equity Transferred Through Short Links?
- Research by SEO experts and various experiments indicate that:
- If a short link uses a 301 redirect, the link equity is fully transferred.
- If a 302 redirect is used, the transfer may be partial or not occur at all
- Google may recognize popular URL shortening services and index the final URL rather than the intermediate short link.
- Potential Risks of Using Short Link
Although Google supports proper redirects, there are certain risks:
Loss of control over the link. When you use a third-party shortening service, you have no control over the links themselves. If the service shuts down or changes its policy, all your backlinks may become inactive.
Possible perception as spam. Some short links are used to obscure malicious URLs, which can raise suspicions among search engines and users.
Loss of user trust. People are less likely to click on shortened links because they cannot see the final URL. This can reduce the click-through rate (CTR).
Best Practices for Using Short Links in SEO
- If you decide to use short links for backlinks, follow these recommendations:
- Use services that provide 301 redirects.
- If possible, use your own domain to shorten URLs (e.g., yourbrand.link/abc instead of surl.li/xyz).
- Analyze the effectiveness of shortened links using UTM tags and analytical tools.
- Whenever possible, use full URLs in backlinks to maintain transparency and trust.
Short links can carry SEO value if properly configured (specifically through 301 redirects). However, their use in backlinks should be carefully considered, as they present certain risks. In most cases, opting for full URLs or proprietary shortening services is preferable to maintain control over your links and their impact on Google rankings.