What shortening a URL actually does
A URL shortener takes a long web address and replaces it with a much shorter one that points to the same page. When someone clicks the short link, they're redirected to the original long address. The short version is just a redirect — it doesn't change what page loads or what information the website collects.
You might shorten a URL because it's easier to type, fits better in a text message or social media post, or looks cleaner in printed materials. Some shorteners also track how many people clicked the link, though that tracking happens on the shortener's servers, not on the original website.
Key Takeaways
- A shortened URL is a redirect that points to the original long address, so both versions go to the same place.
- Free shorteners like Bitly, TinyURL, and Google's own shortener work instantly and require no account, though some track clicks.
- When you shorten a URL, you're trusting the shortener's company to keep that redirect working — if they shut down, the link may break.
- Shortened links hide the original address, so users can't see where they're actually going before they click.
- Some email and messaging platforms automatically shorten links for you without asking.
The most common shortening services and how they work
Bitly is the largest shortener by traffic. You paste a long URL into their website, click a button, and get back a short link starting with bit.ly. Bitly tracks clicks by default and shows you a count on your dashboard. You can create a free account to save and organize your shortened links, or use it without an account — the link still works either way. Bitly also lets you customize the short code if you want something more memorable than a random string of letters.
TinyURL works the same way but doesn't require an account at all. Paste the long address, get a short one, done. TinyURL doesn't track clicks unless you pay for their premium version. The shortened links are stable — TinyURL has been running since 2002 and links from years ago still work.
Google's URL shortener (goo.gl) was shut down in 2019, but links created before that date still work. Google now recommends using Firebase Dynamic Links for developers and Bitly for general use. If you have old goo.gl links, they still redirect to their original destinations.
Other options include Rebrandly (which lets you use your own domain name in the short link), Ow.ly (owned by Hootsuite and built into their social media tools), and is.gd (a simple, no-account option). Each has slightly different features, but they all do the same core thing: create a redirect.
How to shorten a URL step by step
Here's how to use Bitly, the most common shortener:
- Go to bitly.com in your web browser.
- Paste the long URL into the text box at the top of the page.
- Click the "Shorten" button.
- Your short link appears below. Click the copy icon to copy it to your clipboard.
- Paste it wherever you need it — email, text, social media, or a document.
For TinyURL, the process is identical: go to tinyurl.com, paste the long address, click "Make TinyURL", and copy the result. Both services work instantly and don't require you to create an account unless you want to save a history of your links.
If you use Bitly and want to track clicks, create a free account first. Then when you shorten a link, it's automatically saved to your dashboard, and you can see how many times it's been clicked and from where.
Why shortened links can be a security concern
When you click a shortened link, you can't see the actual destination until you arrive there. This makes shortened links useful for hiding spam or malicious websites — someone could send you a short link that looks harmless but actually goes somewhere dangerous. Before clicking a shortened link from an unknown sender, you can paste it into a preview service like Unshorten.it or CheckShortURL to see where it actually goes.
The other risk is that the shortener itself could shut down or be hacked. If Bitly or TinyURL went out of business tomorrow, all the short links they created would stop working. This is why shortened links are fine for temporary sharing (a link in a text message, a social media post) but not for permanent references (a link in a published article, a contract, or archived documentation). For those, use the original long URL.
Some shortened links also track personal information about who clicked them — what device you used, roughly where you were, what time you clicked. This tracking happens on the shortener's servers, not on the original website. If privacy matters to you, check the shortener's privacy policy, or use one like TinyURL that doesn't track by default.
When your email or messaging app shortens links automatically
Gmail, Outlook, and many messaging platforms automatically shorten links you paste into messages. You might not notice because the link appears normal in your draft, but once the message is sent, the recipient sees a shortened version. This is usually done for tracking opens and clicks on marketing emails.
If you don't want your links shortened, check the settings in your email client. Gmail doesn't offer a way to turn this off, but Outlook lets you disable link shortening in the message options. Some messaging apps like Slack also shorten links automatically, though you can usually see the original URL by hovering over the link.
Creating a custom shortened link with your own domain
If you want a shortened link that includes your own domain name instead of bit.ly or tinyurl.com, you can use a service like Rebrandly or set up your own redirect using your web hosting. Rebrandly lets you connect your own domain and create short links like company.com/abc123. This looks more professional and keeps the branding in the link itself.
Setting up your own redirect requires access to your website's server or a hosting control panel. You create a redirect rule that sends traffic from a short path (like yoursite.com/s/abc) to the full long URL. This gives you complete control and means the link won't break if a third-party shortener shuts down. It's more work than using Bitly, but it's the most reliable option for links you plan to use for years.
Frequently Asked Questions
Can someone see my original URL if I shorten it?
Not without using a preview tool. The shortened link itself doesn't show the destination, but anyone can paste it into a service like Unshorten.it to see where it actually goes. The shortener's company can always see the original URL because they have to store it to make the redirect work.
What happens to a shortened link if the shortener shuts down?
The link breaks and no longer works. This is why shortened links are best for temporary sharing. For links you need to last years, use the original long URL or set up your own redirect using your own domain.
Do shortened links affect SEO or how Google ranks a page?
No. Google treats a shortened link as a redirect and passes the ranking value through to the original page. From a search engine's perspective, both the short and long URLs point to the same content.
Can I edit a shortened link after I create it?
Not the destination. Once you create a short link pointing to a URL, you can't change where it goes. You'd have to create a new short link pointing to the new destination. Some shorteners let you edit the custom code or add a password, but not the target address.
Is it safe to click shortened links from people I don't know?
Be cautious. Shortened links hide the destination, which makes them useful for phishing and malware. If you're unsure, paste the link into Unshorten.it first to see where it actually goes before clicking.