The 12 Best URL Shorteners

What is link shortening?

Link shortening, also known as URL shortening, is a way to change how a link is presented to users by reducing the amount of characters the link takes up, or making it more memorable or readable. There are several services, free and paid, which take this shortened URL and redirects the user to the correct destination.

When should I use link shortening?

The most common use case is on social media where there is a character limit. A shorter URL gives your content more space, and can give your user a more readable URL.

When should you not use link shortening?

There is no need to use link shortening when travelling from one page of your website to another. This is typically only used on external websites linking in.

Is link shortening good for SEO?

It has been officially confirmed that Google treats shortened links exactly like a 301 redirect. In other words, shortened links pass all their link juice to the referring page. In fact, Google ran its own URL shortener for years so it is fair to presume the company treats such links fairly. Other search engines are considered to work similarly. Shortened links may also be considered as additional backlinks, though it is important to be judicious with which services you use – some are regarded more highly than others.

The best link shorteners right now

1. Bitly

Bitly allows you to create short and/or memorable URLs, plus QR codes too. For memorable URLs you can define a custom back-half for the URL, if it’s still available. Otherwise a back-half of the URL consisting of a short random sequence of letters and numbers. A free plan exists to create a limited number of links per month. Premium plans are available for power users.

2. Owly

Owly is a URL shortener that is part of Hootsuite, the social media management suite. It allows you to create short URLs but does not allow for custom back-halfs, which will consist of a short random sequence of letters and numbers. No free plan exists but you can start a 30 day trial to create an unlimited number of Owly links. Doing this is somewhat fiddly – create a social media draft post and add your links. Underneath you will then see an option to shorten the URL with Owly. It’s created regardless of whether or not you share your social post.

3. Buffly

Buffly is a URL shortener that is part of Buffer, the social media management suite. It allows you to create short URLs but does not allow for custom back-halfs, which will consist of a short random sequence of letters and numbers. A free plan exists where you can create an unlimited number of Buffly links. Much like the Owly example above, doing this is somewhat fiddly. Create a social media draft post and add your links. When you save the post the Buffly links are automatically created – make sure not to accidentally post!

4. TinyURL

TinyURL allows you to create short and/or memorable URLs, plus QR codes too. For memorable URLs you can define a custom back-half for the URL, if it’s still available. Otherwise a back-half of the URL consisting of a short random sequence of letters and numbers. It’s arguably the easiest such tool to use, and free!

5. Rb.gy

A very basic short URL and QR generator. Custom and memorable URLs cannot be created; you receive a back-half of the URL consisting of a short random sequence of letters and numbers. It’s an easy tool to use, and free! 

6. ShortUrl

This one is about as basic as it gets. ShortURL lets you to create short URLs in a matter of seconds. It’s free to sign up, but a premium plan exists which includes QR code generation.

7. Is.gd

Don’t let the very no-frills appearance put you off. This service is one of the best! It lets you to create short URLs in a matter of seconds. For memorable URLs you can define a custom back-half for the URL, if it’s still available. Otherwise a back-half of the URL consisting of a short random sequence of letters and numbers. You can even generate a QR code. It’s free to use too!

8. Gooby

If you don’t have an ad blocker you’ll want one after visiting this site; the ads were a bit off putting but if you persevere you’ll be able to sign up for free URL shortening and QR codes. You can even shorten multiple URLs at once.

9. Cuttly

Cuttly allows you to create short URLs plus QR codes too. The back-half of the URL consists of a short random sequence of letters. A free plan exists to create a limited number of links per month. Premium plans are available for power users.

10. Rebrandly

Rebrandly allows you to create short URLs and QR codes. Custom and memorable URLs cannot be created; you receive a back-half of the URL consisting of a short random sequence of letters and numbers. It’s an easy tool to use. Sign up for up to 250 free conversions. There are enterprise solutions which can use your custom domain.

11. Zapier

By far the most complex route is using Zapier. Though their workflow automation software allows you to create short URLs these are not customisable nor memorable URLs; you receive a back-half of the URL consisting of a short random sequence of letters and numbers. It’s a very difficult tool to use. I eventually got there by creating a table of URLs and setting up a Zap to automate the URL shortening upon updating a field in that table. If you aren’t used to using Zapier this is unlikely to be worth your effort – if you have lots of URLs it may be worth recruiting someone on Fiverr or Upwork to batch convert these for you.

12. Foxly

Foxly allows you to create short URLs easily with a stylish control panel. Custom and memorable URLs can be created with a premium account, otherwise you receive a back-half of the URL consisting of a short random sequence of letters and numbers. It’s an easy tool to use, and free! There are enterprise solutions which can use your custom domain.

Goo.gl

Once upon a time, Goo.gl was Google’s tool to create short URL. Custom and memorable URLs could not be created; a back-half of the URL consisted of a short random sequence of letters and numbers. Unfortunately it was discontinued but all the URLs created will still work and redirect correctly. At the time of writing there are no plans to resurrect the service. However, if you want to create a Google redirect for SEO purposes, it’s really easy to do.

Combine this URL https://www.google.com/url?q= with your link, just like the examples below.

You can create similar redirect links from all the subdomains and countries that Google is active. However, you can have too much of a good thing, remember this is thin content and you don’t want to overdo it. Some more examples of this format:

• https://maps.google.de/url?q=
• https://images.google.co.uk/url?q=