In 2025, URL shorteners do not inherently hurt SEO. When implemented correctly, search engines treat them like standard redirects, preserving the ranking power of your links.

The Reality of URL Shorteners in 2025

• 301 Redirects Pass Authority: Most reputable shortening services use 301 permanent redirects, which pass "link juice" and SEO authority from the short link to the destination page.
• Google's Stance: Google has confirmed that well-behaved URL shorteners do not harm rankings as long as they function as standard 301 redirects.
• Indirect SEO Benefits: Shorter, cleaner links often see higher click-through rates (CTR). In 2025, search engines increasingly use user engagement signals like CTR as indirect ranking factors. 

Debunking Common 2025 Myths

• Myth 1: Short links dilute "link juice."
  • Truth: Modern shorteners use 301 redirects to ensure nearly 100% of ranking signals are transferred to the target URL.
• Myth 2: They slow down your site performance.
  • Truth: High-quality shorteners add only a few milliseconds to the redirect process. This is negligible and does not impact Core Web Vitals or page speed rankings significantly.
• Myth 3: You can't use branded domains.
  • Truth: You can use custom domains (e.g., brand.link/deal) to maintain branding and build user trust, which is a major factor in driving clicks in 2025.
• Myth 4: They are bad for security.
  • Truth: While bad actors can use short links for phishing, reputable shorteners provide security features like SSL encryption and link scanning to protect users.