What shortening a URL does and why you might want to do it

A shortened URL is a condensed version of a long web address that redirects to the original page. Instead of sharing something like https://www.example.com/products/electronics/computers/laptops/gaming-laptops-2024?filter=price&sort=newest, you can create a short link like https://short.link/abc123 that does the same thing.

Shortening matters most when you're pasting links into text messages, social media posts, or printed materials where space is tight or where a long URL looks unprofessional. It also makes links easier to type by hand and can hide messy tracking parameters that accumulate when you click through multiple websites.

The trade-off is that you're routing your traffic through a third-party service, which means that service knows where you're sending people and when. If that service shuts down or deletes your link, the shortened URL stops working — the original page is still there, but your short link is dead.

Key Takeaways

  • Bitly, TinyURL, and Rebrandly are the most widely used shortening services, each with different features for tracking and customization.
  • A shortened URL always depends on the shortening service staying in business; if the service closes, your link stops working even though the original page remains.
  • Most shortening services are free for basic use but charge for features like custom domains, detailed analytics, or link editing after creation.
  • You can create a shortened link in seconds by pasting your original URL into the service's website, or by using browser extensions and integrations built into some platforms.

How to shorten a URL using Bitly

Bitly is the most common shortening service. Go to bitly.com, paste your full URL into the text box on the homepage, and click the "Shorten" button. Bitly generates a short link when ready — usually something like bit.ly/abc123 — which you can copy and share right away.

If you create a free Bitly account, you can see how many times each link has been clicked and from which countries or devices. Without an account, you get a shortened link but no tracking data. Bitly's paid plans let you use a custom domain (so your links say yourcompany.link instead of bit.ly) and edit links after you've created them.

One limitation: Bitly's free links can be flagged or blocked by some email services and social media platforms if they detect suspicious activity behind that link. This is rare for legitimate URLs, but it's worth knowing.

Other shortening services and when to use them

TinyURL (tinyurl.com) works the same way as Bitly — paste, shorten, copy — with no account required. TinyURL is simpler and has been around longer, so some people prefer it for that reason. It offers fewer analytics features but is reliable for one-off shortened links.

Rebrandly (rebrandly.com) is built for people who want to look professional. It lets you use your own domain name in the shortened link from the start, so instead of sharing a generic bit.ly link, you share something branded to your business. Rebrandly charges for this feature, but the paid plans include detailed click tracking and the ability to edit links after creation.

Google's URL Shortener (goo.gl) was shut down in 2019, so don't use it for new links. If you created shortened links with Google before the shutdown, they still work, but Google is no longer maintaining the service.

For most people, Bitly or TinyURL handles the job. Choose Bitly if you want to track clicks; choose TinyURL if you want the simplest possible process with no account setup.

Using browser extensions and built-in tools

Many browsers have extensions that let you shorten a link without leaving the page you're on. In Chrome, search the Chrome Web Store for "URL shortener" and you'll find dozens of options — most of them use Bitly's service behind the scenes. Install one, then right-click any link and select "Shorten URL" from the menu.

Some platforms build shortening directly into their tools. Twitter automatically shortens links you post (using its own t.co shortener). Slack has a built-in option to shorten links in messages. If you use these platforms regularly, you don't need a separate shortening service — the platform handles it for you.

Buffer, Hootsuite, and other social media management tools also shorten links automatically when you schedule posts, so you can see click data alongside your post performance.

What happens when a shortened URL stops working

If the shortening service shuts down or deletes your link, anyone clicking that shortened URL gets a "page not found" error. The original webpage is still there, but your short link is broken. This is why shortening services that have been around for years — like Bitly and TinyURL — are safer bets than newer, smaller services.

If you're shortening links for something that needs to last a long time (a printed brochure, a permanent website page), consider using a shortening service that lets you use your own domain. That way, even if the shortening service changes or closes, you control the domain and can redirect it elsewhere. Rebrandly and some other paid services offer this.

For temporary links — sharing a document with a colleague, posting a link to a social media story that disappears in 24 hours — a free Bitly or TinyURL link is fine. The link only needs to work for a few days or weeks.

Privacy and tracking considerations

When you shorten a URL, the shortening service can see where the link points to and track every time someone clicks it. This data is valuable — it tells the service (and you, if you have an account) which links are popular, where clicks come from, and what devices people use.

If you're sharing a link to something sensitive or personal, understand that the shortening service has a record of it. For most everyday use — sharing articles, documents, or product links — this is not a concern. But if you're sharing something you want to keep private, a shortened link adds a middleman who can see where you're directing traffic.

Some shortening services sell anonymized click data to advertisers or researchers. Read the privacy policy of whichever service you choose if this matters to you. Bitly's privacy policy is publicly available on their website; TinyURL's is simpler and collects less data.

Frequently Asked Questions

Can I change a shortened URL after I create it?

With free Bitly and TinyURL, no — once you create a shortened link, you can't edit where it points. Paid services like Rebrandly let you edit the destination after creation, which is useful if you realize you shortened the wrong link or need to redirect it somewhere else later.

Do shortened links hurt my search engine ranking?

No. Search engines treat shortened links as redirects and pass the ranking value through to the original page. Using a shortened link doesn't penalize your website's visibility in search results.

Why do some shortened links look different from others?

Different services use different formats. Bitly links start with bit.ly, TinyURL links start with tinyurl.com, and custom-domain services let you choose your own prefix. The format doesn't affect how the link works — it's just branding.

Is it safe to click a shortened link from someone I don't know?

Shortened links hide where they actually point, which is why they're sometimes used in phishing scams. Before clicking a shortened link from an unknown sender, hover over it (on desktop) to see if your browser shows the destination URL. If it looks suspicious, don't click. On mobile, this is harder to do, so be cautious with shortened links from untrusted sources.

What if I need to shorten a link but don't want to use a third-party service?

If you own a website, you can create your own short links using a redirect. This requires access to your website's server or a plugin (WordPress has several redirect plugins). You point a short URL on your domain to the longer destination. This keeps all the tracking and control in your hands, but it requires technical setup that most people don't need for casual link sharing.