Short links are a handy tool, but using them incorrectly can seriously harm your content. Even the highest-quality material will fail to achieve its goal if the shortened link is used without careful consideration. Here are ten common mistakes to avoid:
1. Lack of clarity. If a short link looks like a random set of characters and it is unclear where it leads, people are unlikely to click on it. Always add a brief description of what the user can expect to find at the link.
2. Too many links in a row. A large number of shortened links in one place, especially if they are arranged randomly, annoys readers and reduces the likelihood of clicks.
3. Careless shortening of UTM tags. It is very important to check whether the UTM parameters are preserved after shortening the URL. Otherwise, your campaign analytics will be inaccurate.
4. Shortening a link that may still change. If you are not sure that the landing page will remain unchanged, it is better to use services that allow you to edit the target address after creating a short link (for example, Surl.li).
5. Placing links in inappropriate places. In some cases, such as in printed materials, a short link without a QR code creates an obstacle for the user rather than simplifying access.
6. Excessive and inappropriate branding. Using branded domains is fine, but if the part of the link after the domain (the so-called “slug,” for example, surl.li/strange code) looks confusing or difficult to read, it can have a negative effect.
7. One link for different groups. Using the same shortened link for different audiences or channels makes it impossible to accurately segment analytics. It is better to create separate URLs for each case.
8. Shortening internal links. Sometimes shortening links that lead to other pages on the same site can confuse both users and search engines.
9. No verification before publication. Always check where the shortened link leads before sharing it. This will help you avoid publishing broken links.
10. Ignoring security issues. If users suspect that a link may be dangerous, they will not click on it. Only use reliable shortening services with a good reputation.
Remember, a shortened link is not just a technical element. It is part of your communication with your audience, affecting the user experience and your brand image. Use them wisely, and they will become an effective tool.