When you come across a link like amzn.to or goo.gl, you probably don't think about what's behind it. But you shouldn't. Using your own domains for link shortening is not just a technical nuance, but a strategic move that brings real benefits to companies. Google, Amazon, Microsoft, and other tech giants are actively implementing this practice. Let's see why they do it.
1. Brand credibility and increase in the number of clicks
When a visitor sees a shortened link, they often don't know where it goes. If it contains a familiar brand, trust increases significantly. For example, the link amzn.to/xyz looks safer than bit.ly/xyz because the user immediately realizes that it is an official Amazon resource.
Amazon uses amzn.to for short links in social media and newsletters. This increases trust on the part of users and reduces the likelihood that they will ignore or block the link for fear of fraud.
2. Traffic control and analytics
Large corporations closely monitor user behavior. Using their own link shortening service gives them this opportunity:
Analyze the number of clicks, geography, and devices of users.
Track the effectiveness of advertising campaigns.
Quickly change the direction of traffic.
Google used goo.gl for internal analytics to determine which services are most popular among users. Similarly, Microsoft uses the aka.ms domain to direct users to the right resources by tracking their transitions.
3. Phishing protection and reliability
One of the main problems with public link shortening services is phishing. Often, attackers use short links to disguise dangerous websites. Large companies cannot afford such risks, so they create their own systems to ensure security.
For example: Microsoft actively uses aka.ms in its corporate environment. This helps to avoid cases when employees or users come across fake links that pretend to be official Microsoft resources.
4. Versatility and long-term use
Custom shorteners give companies control over old links. They can change their direction without having to update all the places where the link was used.
Google, after the termination of the goo.gl service, retained support for old links for users who had already used them. With the help of its own domain, the company was able to control these links even after the main service was shut down.
Using custom domains for link shortening is not just a convenience. It's a strategic tool that helps companies protect their brand, manage traffic, get detailed analytics, and ensure user safety. And finally, an interesting fact: in 2018, Google shut down its popular goo.gl service, but the links created through it still work. This clearly demonstrates that large companies always plan their solutions for decades to come.