Does using a URL shortener like azipURL or TinyURL not pass on the SEO link juice of having a backlink posted somewhere?
“Ask David” answer:
Actually, using a URL shortener like azipURL, TinyURL, or Bitly generally does pass on the SEO “link juice” (also called link equity or authority), provided the service uses a 301 permanent redirect.
Here is the breakdown of how it works and what you should watch out for:
1. How Search Engines View URL Shorteners
Most modern, reputable URL shorteners use a 301 redirect. Google’s official stance (confirmed by various search advocates over the years) is that their crawlers treat a 301 redirect from a shortener just like any other permanent redirect.
- It passes PageRank.
- It passes Anchor Text (if the short link itself is hyperlinked with text).
- It credits the “backlink” to the final destination URL.
2. Potential “Link Juice” Leaks
While the shortener itself doesn’t block the link juice from flowing, you can lose a tiny bit of value in specific scenarios:
- Redirect Chains: If your shortened link goes to a URL that then redirects again (e.g.,
short-link->page-A->page-B), you create a chain. Every “hop” in a redirect chain can result in a very small loss of authority and can slow down the crawl speed. - Service Reliability: If the shortener service (like a smaller, less stable one) goes offline or shuts down, your backlink is effectively dead. That “juice” disappears instantly because the bridge is broken.
- NoFollow Attributes: If the site where you post the short link (like Twitter or Facebook) automatically adds a
rel="nofollow"tag to all outbound links, that will block the link juice regardless of whether you used a shortener or a direct link.
3. When to Use URL Shorteners (and When to Skip)
| Scenario | Recommended Link Type | Why? |
| Social Media (X/Twitter) | Shortened | Saves character space and looks cleaner. |
| Print/Offline Media | Shortened | Easier for people to type into a browser. |
| Guest Posting / PR | Direct Link | Looks more trustworthy to editors and readers; avoids the risk of the shortener service failing. |
| Internal Linking | Direct Link | Never use shorteners for links within your own site; it adds unnecessary server load and “hops.” |
Summary: You aren’t “throwing away” your SEO efforts by using azipURL or TinyURL, but for high-value backlinks (like a guest post on a major site), a direct link is always the “gold standard” because it’s more permanent and transparent to users.
Pro Tip: How to “Look Under the Hood”
Want to see the SEO magic in action? You don’t need fancy tools; you can use your own browser to verify that a link is passing “juice” with a 301 redirect.
- Open your browser: (Chrome, Edge, or Firefox work best).
- Open the Network Tab: Right-click anywhere on a blank page and select Inspect, then click the Network tab at the top of the panel that appears.
- Enter your short URL: Type your shortened link into the address bar and hit Enter.
- Find the First Result: Look at the very top of the list in the Network panel. You’ll see the name of your link.
- Check the Status: Under the “Status” column, you should see 301.
- 301 = Permanent Redirect (SEO Link Juice is flowing!).
- 302 = Temporary (SEO value is restricted).
Note: If you see a 307 before your 301, don’t panic! That’s just your browser automatically upgrading the link to HTTPS for security. The 301 that follows is the one doing the heavy lifting for your SEO.
Why this matters: If you see a 200 OK on the first line before you reach your destination, it means the service is using a “Meta Refresh” or a “JS Redirect.” Those are the “link juice killers” you want to avoid!
Related: What Makes a Simple Website Feel Trustworthy? (From Real User Experience, Not Theory)
Internal Linking Dos and Don’ts: What to Avoid and What to Focus On
The Power of Links: How Internal and External Links Boost SEO
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