URL Shorteners are one the most popular free tools bloggers use today. There are benefits to using URL shorteners.
- Shortened links are convenient to use and are required on site like Twitter where characters are restricted;
- Shortened links can be tweeted and retweeted may be shared more often;
- If they are 301 re-directs they can pass PageRank.
There are also concerns that center on the longevity of shortened links services and on security issues as we do not know what may be lurking at the end of a shortened link. It could be a phishing site, malware site, or could cloaking affiliates. Without doubt they assist spammers to do their dirty business, undermine googlejuice, and expose users to security vulnerabilities.
To extend our knowledge of shortened URLs commenced in Link Shorteners: The Short Version I’d like to draw attention to what Chris Crum reports on passing of PageRank and anchor text:
This isn’t completely new information, but it still seems to be a topic that continues to come up fairly regularly. Google’s Matt Cutts addressed the issue in a video posted to Google’s Webmaster Help YouTube channel. — URL Shorteners and SEO, According to Google
Do URL shorteners pass anchor text?
“Custom URL shorteners are essentially just like any other redirects,” he explains. “If we try to crawl a page, and we see a 301 or permanent redirect, which pretty much all well-behaved URL shorteners (like bit.ly or goo.gl) will do, if we see that 301 then that will pass PageRank to the final destination.” — Matt Cutts
However, Twitter’s Web pages have a “no follow” tag – which means that anyways pagerank does not pass through.
Read also: Quality links to your Site