The Unofficial URL Shortener Etiquette

Since I set up my own URL shortener ( and one for my company (, I’ve been thinking a lot about what the proper use of short URLs is. When is it OK to use your own short URLs and when isn’t it?

There’s no official rulebook on how and when to use short URLs, so I thought I’d compile an unofficial short URL etiquette guide. Below are some basic rules that I think we can all agree on, and I welcome your own thoughts and ideas in the comments:

1. For all your own links, use your own shortener


When you tweet a link to one of your own articles or web pages, using your own URL shortener is perfectly fine. In fact, I think it’s pretty much mandatory. It’s your content so of course it should be distributed with a short URL of your choosing.

2. For already shortened links that you retweet, keep the original

If someone else has already shortened a URL, don’t hijack their short URL but simply retweet/repost it. I consider it to be slightly rude when someone hijacks my short URLs, because it robs me of relevant analytics that my own URL shortener tracks for me.

I think this applies not just to custom branded short URLs (,,, and so forth) but also to generic short URLs (,, tinyurl, etc). Many users have an account at a major short URL provider, and while they might not be using custom domains those URLs are still theirs to track and analyse.

However if you want to retweet a non-shortened link and this breaks Twitter’s character limit, by all means abbreviate it with your own preferred URL shortener. If someone hasn’t taken the effort to shorten their URLs, they can’t hold it against you when you do.

3. For sites that use custom short URLs, try to use their branded domain

Many big media sites have their own custom short domain (,, etc). These are nearly always built on a widely used short URL service such as, so when you shorten URLs pointing to those sites with you will usually get the site’s own branded short domain.

Better yet, use the tweet/share buttons provided on the site itself, which usually include either Twitter’s own short URL ( or the site’s own custom short domain.

However, if you can’t be arsed or if it’s quicker to use your own shortener, by all means do. Better to get the content out there rather than waste too much time tracking down the site’s own preferred short URL.

4. If there is no space limitation, don’t use short URLs

Short URLs should only be used on platforms where there are character constraints – i.e. Twitter. If you use short URLs in places where there’s no obvious reason to do so, you will arouse suspicion and distrust. It’s better to just show the full URL so that the audience knows what site you’re linking to. You don’t need to use short URLs to gather click-through analytics – there are other ways of doing that as well.

Do you agree with these four rules? Are there others that should be included? How do you prefer to use short URLs? Your input is highly appreciated, so please do leave your thoughts in the comments.

About Barry Adams

Barry Adams is one of the chief editors of State of Digital and is an award-winning SEO consultant delivering specialised technical SEO services to clients worldwide.

11 thoughts on “The Unofficial URL Shortener Etiquette

  1. I agree with the points completely but I am starting to go off the idea of adding your own shortened URL into the mix.

    Even if you post your own shortlink on twitter, twitter will parse that link and internally store it as a link ( You can see how they do this here – ) this means that even though it will appear as my.url/234jfj when a user clicks on this they have to go from to my.url then onto your full domain.

    In my opinion this is one jump too many for a user, and adds extra strain onto the service – If you want people to see your content as soon as possible I think you need to remove as many jumps as possible.

    As you rightly point out Twitter is a good example of when you need to conserve space, SMS might be another – apart from that are there any other concrete use cases?

    If not then I would propose personal short links should be reserved for SMS – unfortunately there is nothing I have seen so far that makes this a trivial task.

    1. Yeah I’m not a fan of Twitter’s rewrites – I want it to leave my URLs alone. But hey, no avoiding it, I suppose.

      The trouble is that in many 3rd party twitter clients, when you retweet a full URL that twitter has shortened itself with, you end up not retweeting the URL but the full original URL. And that usually breaks the character limit, so you end up having to shorten the URL anyway.

      Also, I don’t get any analytical metrics at all from That, too, is a deal-breaker for me.

  2. You’ve hit it pretty spot on for me. I do (rarely) use my custom URL shortening service on Facebook when I’m being extra lazy (typically if I’m in a rush, I’ll use Hootsuite to push a message out)

  3. I was thinking about doing multi-hop shoteners to get all the different analytics. Would that be rude?

    I only really use my own shortener if its for regular use (vanity, affiliate, tracking, qrcode) or if I want the ability to change the destination later.

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