Bitly Releases New Data On Short Links And SEO
Bitly's survey reveals that SEOs are half right about short links, with 23% of consumers hesitant to click due to generic shorteners, but 48% more likely to click with custom branded short links. This matters because it affects click-through rates and link equity.
Original reporting · searchenginejournal.com
Original: “Bitly’s New Data Says SEOs Are Half Right About Short Links via @sejournal, @gregjarboe”
Read “Bitly’s New Data Says SEOs Are Half Right About Short Links via @sejournal, @gregjarboe” at Search Engine Journal →
How this was written. CTCV wrote this article with a language model from Search Engine Journal’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Search Engine Journal’s report
- Bitly's survey suggests that SEOs are half right about short links, with 23% of consumers hesitant to click due to generic shorteners.
- Custom branded short links can be beneficial, with 48% of consumers more likely to click on them.
- Marketers and creators need to be more careful about where they direct consumers, with 79% of consumers abandoning actions due to irrelevant links.
SEOs have long advised against using generic short links, citing concerns that they hide brand and keyword information, according to Search Engine Journal. However, a new survey from Bitly suggests that this advice may be only half correct.
Bitly's survey of 1,507 Americans found that 23% of consumers are hesitant to click on generic short links, but 48% are more likely to click on custom branded short links. This suggests that the use of generic short links may not be as detrimental as previously thought, but that custom branded links can be beneficial.
The survey also found that safety and security concerns are the top reason for consumers to hesitate before clicking on a link, with 57% citing this as a concern. This is followed by links that feel like clickbait, vague descriptions of where the link goes, and a mismatch between a creator's usual content and the destination.
Long URLs packed with tracking characters also bothered 28% of consumers, which is similar to the number who are hesitant to click on generic short links. This suggests that the use of tracking characters in URLs may be just as off-putting to consumers as generic short links.
The survey's findings have implications for SEOs and marketers, who may need to rethink their approach to link management. According to Bitly's senior director of brand and content, Jenny Coppola, the survey's results suggest that custom branded short links can be an effective way to build trust with consumers and increase click-through rates.
Another key finding from the survey is that 79% of consumers have abandoned an action because a social link sent them to a generic homepage instead of the product featured in the post. This suggests that marketers and creators need to be more careful about where they direct consumers, and ensure that links are relevant and useful.
The survey also found that 93% of consumers have avoided clicking on a link on purpose, in order to avoid influencing their algorithm and being served more of the same content. This has implications for marketers, who may need to rethink their approach to measuring engagement and interest.
Questions and answers
What is the main concern for consumers when it comes to clicking on links?
Safety and security concerns are the top reason for consumers to hesitate before clicking on a link, with 57% citing this as a concern.
Do custom branded short links have any benefits?
Yes, 48% of consumers are more likely to click on custom branded short links, suggesting that they can be an effective way to build trust and increase click-through rates.
Why do consumers avoid clicking on links on purpose?
93% of consumers have avoided clicking on a link on purpose, in order to avoid influencing their algorithm and being served more of the same content.
