Recently, the following happened to me, I wrote my regular weekly newsletter and posted it on my site. Since this was a longer WordPress URL, like millions of other webmasters, I used a URL shortening service to make this link more usable and manageable.

I posted this shortened URL to Twitter and placed it in my weekly email posting… immediately I started getting emails from my subscribers and followers… the link does not work, you need to have made a mistake.

Which may be quickly done, but when I checked the link, I found that the shortening service was not working properly and giving the dreaded “Page Not Found” response. To compound the problem, I was using the Google URL shortener Goo.gl and since it was Google everyone assumed the mistake was on my part. I mean Google is Google.

In the past, I had been using bit.ly but had switched to Goo.gl, well – because it’s Google. And everything works better with Google; this was the very first time something I utilized with Google had not worked as planned. And it just was not my links, none of the links with Goo.gl were working. No big loss, unless you were linking your Black Friday & Cyber Monday traffic through these shorteners. Ouch.

But this brings up the entire question of whether or not you should employ a link shortener?

A URL link shortener works by redirecting your shorter link to the longer one you have entered into their database. If this really is a permanent 301 redirect, then your SEO benefits should pass through to your longer link. No harm done. But should the shortening service uses a 302 temporary link then SEO is not passed through to your longer link since the major search engines only Read the Full Posting this link as short-term.

All the top URL shorteners such as tinyurl, bit.ly and goo.gl uses 301 redirects so they may be SEO friendly, if they’re working!

From this SEO perspective, there is absolutely no reason not to use these shortening services, besides they are great for sharing links and getting your links around.

I only started using those link shorteners due to Twitter which only gives you 140 characters to make your point. These shorteners will also be good for sharing and spreading your links around the net. Conversely, in a proven way using a URL shortener is just not a smart marketing move because you are giving up control of your link, putting it in another person’s hands, in this case Google’s.

If it goes down, or they decide not to link to your content for some reason, you are in trouble. Same goes for bit.ly, they’re in control of your links. Maybe it will not count so much if it’s a general link, but if you a have an affiliate link in there, you cannot change or alter it.

Or simply imagine, you’ve got 10’s, even 100’s of thousands of these shortened links spread all around the web, bringing valuable SEO PR back to your website. Suddenly the service or company goes under and all of your links disappear from the web overnight.

Web services and sites go bankrupt or change directions each and every day, so the above scenario just isn’t out of the question. If you’re using and based on these shortening services to deliver both traffic and SEO to your site, then you should ask yourself.