Avoiding Common Pitfalls with URL Shorteners

To avoid common pitfalls with URL shorteners, focus on security, trust, and brand recognition:

• Beware of security risks: Shortened URLs obscure the destination, making it easy for attackers to disguise phishing sites, malware downloads, or ransomware. This can lead to malware infections, data theft, or unauthorized tracking of user information. Some URL shorteners can be compromised, allowing hackers to redirect trusted links to malicious sites.

• Use branded domains: Avoid generic URL shortener domains because they are often associated with spam and can reduce user trust. Using a custom branded domain for your shortened links improves recognition and credibility, distinguishing your links from competitors and reducing the chance of being flagged as suspicious.

• Avoid random or confusing slugs: Random or mixed-case slugs can reduce link clarity and memorability. Clear, consistent slugs improve user confidence and reduce errors when typing or sharing links.

• Consider link permanence and control: Some services recycle expired links or allow destination changes after creation, which can lead to trusted links becoming harmful later. Choose services that provide control over link expiration and destination locking to maintain link integrity.

• Minimise reliance on third-party shorteners: Third-party tools can add complexity, accessibility issues, and privacy concerns. Where possible, create your own shortened URLs or use trusted internal tools to maintain control and user trust.

• Implement real-time link scanning: Use security tools that can follow redirects and assess the final destination in real time to detect evasive threats hidden behind shortened URLs. This helps prevent phishing and malware attacks that bypass traditional URL filtering.

By addressing these points, you can use URL shorteners effectively while minimising risks related to security, trust, and brand reputation.