Link Shortening & SEO
Let’s talk about SEO for a minute. Did you know that broken links can negatively impact your ranking?
If you manage a website, you already know that pages come and go. Promotions, events, products, and blog posts are constantly cycled in and out of rotation. But what happens to your links on social media or affiliate websites that still point to the missing pages?
When you remove a page, it’s important to create a redirect from the old page to a replacement page. This updates the index with the search engines and ensures that all traffic is provided with valid content instead of the dreaded 404 error.
Link shorteners are a useful tool for managing and tracking inbound traffic from external sites. They allow you to share a link, monitor traffic through it, and then direct that traffic whenever you want and to whatever you want. It’s like having an eraser for the web.
A well-built link shortener will also preserve the inbound SEO “link-juice” from the origin site, so the search engines give you full credit, authority, and PageRank with every inbound link.
Using a link shortener is essential once you’ve begun using UTM parameters for identifying traffic (discussed last week). This allows you to update your links and the UTMs any time you need on any site, email, or print advertisement (QR code) where you’ve placed them.
It's another feature in the Wallet Platform that helps business manage their traffic and online presence. It’s an alternative to products like Bitly, TinyURL and others, and it’s available to every business on the free plan.
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