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 e-mail posting… immediately I started getting emails from my subscribers and followers… the link does not work, you must have made a mistake.

Which is often conveniently 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 everybody assumed the mistake was on my part. I mean Google is Google.

Within 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 used 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 you should make use of a link shortener?

A Free Url Shorten link shortener works by redirecting your shorter link to the longer one you have entered into their database. If this 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 considering that the major search engines only read this link as temporary.

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

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

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

If it goes down, or they decide not to link to your content for some reason, you’re in trouble. Same goes for bit.ly, they can be in control of your links. Maybe it doesn’t 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 just 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 web site. Suddenly the service or company goes under and all your links disappear from the net 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. For anybody who is using and determined by these shortening services to deliver both traffic and SEO to your internet site, then you should ask yourself.