Sharing content online? You should use an URL shortener. Sometimes, it is the most beneficial thing you can do for your business.
However, there are some big no-go’s when it comes to URL shortening. Here are some tips on how to avoid some common mistakes.
You need to take care how your link looks
When you are sharing content online, people are going to assess every detail. Especially if it's your brand.
Make sure you are thinking about how your link will look when sharing it with other people. Studies show that it can increase click-through rates by as much as 300%. If people like your content and share it with others, then those who see their share will likely click through it too.
Always take a few extra seconds to think about how your link will look when shared online. The power of this technique has been proven over time. When people share your content, they will likely use the same link. It has been proven to increase your click-through rate.
Here are some of the most common mistakes people make when shortening their URL.
Odd URL slug
The largest problem that social media marketers face right now is using a random URL slug.
The digital marketing and social media managers are always on the outlook for new ways to increase brand visibility.
Marketers will test an ad or landing page like it’s going to change their lives. They are trying their best but can't spend the extra 2 minutes on social media or make a custom link "pretty" with a branded domain and keyword-optimized URL slug.
It's a smart investment to take the extra time to optimize your link. With that, you can get long-term benefits. These may include increased link trust or even boost your SEO.
You don’t make use of UTM parameters
It is no secret that Google Analytics doesn't track all traffic back to its source. Sometimes traffic comes in as “direct.” If you are a social media marketer whose job depends on the results, this can be terrible. We recommend that you always use UTM parameters when sharing your own content.
Too short links
Links can be shortened, but not just for shrinking purposes. Size doesn't matter when it comes to creating your links. But if we had two options, then we would go with shorter rather than longer links.
Using a broad domain
URL shorteners are now more advanced with plenty of features. One of the most attractive features is that you can connect your branded domains.
Customized link shorteners are the new SEO. They are a great way to stand out from your competitors. Here's why:
1. Branding - Are you sharing links online? If yes, it is important that they represent the brand.
2. Trust - A brand’s relationship with the customers is the backbone of any business. You want people to be able to trust the links in your posts. Right before they click on the link, people think of where it will take them and if it is worth their time. Link trust is like a virus. It breaks down barriers and gets you more clicks once it reached the target group.
3. Positive effect on SEO - Link shorteners don't hurt your SEO. CTR (click-through rate) certainly does. It's been proven that using branded link shorteners can increase your click-through rate.
4. Link tracking - You can track links just fine with a generic URL shortener. When you use multiple custom domains, it is possible to segment your content by domain and track campaigns accordingly. You can also use advanced features to make campaigns.
Keyword capitalization
Capitalizing your keywords will make them stand out and be more noticeable. You might not think that these small things can make a difference. Trust us, they will. Building trust is the key to success, especially online. So, take advantage of this and make the most out of it.
Bot traffic
You shared a post to your followers and then, got some website visitors off it? What you are seeing is mostly bot traffic. The Internet is a bot-filled place. Bots crawl all through your pages and click every link, skewing your data.
Some URL shortening services aren’t doing a good job of removing bot traffic from their reports. There are a few ways to double-check the click report from a URL shortener with other data sources.
First, we can use Google Analytics to see how many people came in via UTM parameters. The Google Analytics numbers are more reliable than URL shorteners numbers. Then, you can use Twitter analytics or other advertising tools to see what their reports say. After that, compare the results.
Conclusion: URL shortening isn’t that complicated
URL shortening isn’t a tricky thing to do. You just take something that's extensive and make it shorter and more precise. People somehow stopped taking the time to customize their links. The link is the most important part of your content. However, it's often overlooked and forgotten. This is an opportunity to raise your game and get ahead of the competition.
