Better User Experience: Short URLs are easier to read and remember. When users share your links on social media or other platforms, they are more likely to click on shorter, cleaner links. This can lead to more clicks and traffic, which can ultimately improve your website's SEO.
Trackable Metrics: URL shorteners provide valuable tracking data, such as clicks, location, and device used. This information can help you understand your audience better and tailor your content and marketing efforts accordingly. By analyzing this data, you can identify popular content and optimize your site for better SEO.
Consistent Branding: URL shorteners allow you to customize your links with your brand name, which can improve brand recognition and consistency across different channels. This can help you build a stronger online presence and increase your SEO rankings.
Link Building: Short URLs can also be used for link building strategies. By using shortened URLs in your guest posts or backlinks, you can make your links look more appealing and increase the chances of them being clicked. This can lead to more traffic and improve your website's search engine ranking.
However, it is important to note that URL shorteners can also have negative impacts on SEO if used improperly. For example, if the shortened URLs are not set up properly, they can result in broken links, which can harm your website's SEO. Additionally, some search engines may view URL shorteners as spammy, so it is important to use them in moderation and with caution.
In the below YouTube video Niel Patel has a discussion and also explains some of the points of why URL/link shorteners are a good thing for your marketing strategy
Yes, URL shorteners can have a negative impact on SEO if used improperly. Here are some ways in which they can potentially harm your website's search engine rankings:
Broken Links: If the shortened URLs are not set up properly, they can result in broken links. Broken links can negatively impact user experience, and search engines may view them as a sign of poor quality. This can result in a lower search engine ranking.
Spammy: Some search engines may view URL shorteners as spammy, especially if they are overused or used in a manipulative way. If search engines detect that you are using URL shorteners to artificially inflate your rankings, they may penalize your website and lower its search engine ranking..
Loss of Link Juice: When you use a URL shortener, the original URL is replaced with a new, shortened URL. This means that any links pointing to the original URL will not pass on their full link juice to your website. This can result in a loss of authority and lower search engine rankings..
Lack of Trust: Shortened URLs can sometimes look suspicious or untrustworthy, especially if they are used in spammy or phishing emails. If users perceive your shortened URLs as untrustworthy, they may be less likely to click on them, which can result in a lower click-through rate and lower search engine rankings..
Overall, while URL shorteners can be useful for certain marketing and promotional purposes, it is important to use them judiciously and in a way that does not harm your website's search engine rankings.