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Every SEO specialist has their own “taboos.” Some are afraid of redirects, some don’t touch robots.txt, and some panic-strickenly avoid short links. They say, “everything that doesn’t lead directly cuts weight, kills analytics, and harms SEO.”
But the world has changed a long time ago. Today, shorteners like surl.li have become more than just a way to make URLs shorter — they are part of the SEO ecosystem, where short links work for both the user and search engines.
Let's figure out whether shortening links is harmful or, on the contrary, helpful.
Myth #1. “Short links are not indexed, so Google ignores them”
Does it seem true? Logical: after all, it's just a redirect that the user doesn't see. But in reality, everything is more complicated.
Search bots see short links as separate URLs. Googlebot passes the redirect, records it in the referral graph, and remembers the connection between the two pages. When it comes to SEO and short links, it is important to understand: a shortened link is not an “empty shell”, but a full-fledged part of the redirect chain that Google takes into account.
For example:
The user shares the short link surl.li/sale123 on Telegram;
Google sees this page, registers a 301 redirect to your site;
The link “surl.li → yourdomain.ua” appears in the links column.
The result is an additional backlink from the DR80+ domain, even without classic placement in the article.
Myth #2. “Redirects always eat up page weight”
There is some truth to this, but not all. Yes, if the shortening service is configured incorrectly (through JavaScript, meta refresh, or iframe), SEO signals may indeed not reach you.
But modern services like surl.li use 301 or 302 redirects — the same ones that SEO specialists use when migrating sites or canonicalizing pages. Such redirects transfer almost all the weight (up to 90% according to Moz and Ahrefs). Therefore, shortening links does not harm SEO if:
the redirect is configured on the server (not through a script);
the service domain has good authority (DR/DA 70+);
there is no chain of multiple redirects.
In other words, if you use a quality service, your link will not “lose weight”, but will only receive stylish “packaging”.
Myth #3. “Shortened links are only for SMM, not for SEO”
This misconception dates back to the days of bit.ly, when short URLs were only used in tweets and newsletters. Back then, SEOs really didn't see the point: why add an extra layer between pages?
But now the logic has changed. When you distribute content across different channels — Telegram, LinkedIn, email, blogs — each short link becomes a mini-hub of analytics. The service records link views, click time, traffic source — and all this short link analytics helps optimize pages, CTAs, even keywords.
SEO today is not just about “moving a page to the top,” but about understanding user behavior. And short links provide exactly that: live statistics that Search Console won’t always show.
Reality: How Short Links Really Affect SEO
Now for some practice. Because theory is great, but SEO doesn't live in Google Docs, but in real cases: in clicks, graphs, and reports that either grow or stagnate.
So let's move away from the myths and see how short links actually affect SEO when you start using them not just as a "marketing aesthetic," but as part of a systematic strategy.
In short, it's not magic, but pure logic: every redirect, every DR, every click works for you if everything is set up correctly.
1. Transfer of authority
Surl.li has a Domain Rating of 80+ — it's like getting a backlink from a very powerful resource.
When you generate a short URL and distribute it in open sources, Google sees this domain, goes over it, and records a link to your page. This is not a full-fledged backlink, but an additional SEO signal that builds trust.
2. Getting into the index
Short URLs can be indexed. It is enough to insert them into public Telegram channels, forums, or social networks. As a result, the user sees your link, and Google adds the shortener page to its index — and you get another entry point into the search results.
Even if your site is not yet in the top, shortening helps you enter through the side door - at the expense of the authority of the service itself.
3. Forming a “natural” link profile
Google doesn’t like it when only guest blog articles or directories lead to a site. It likes it when links are “live”: in emails, publications, presentations. And short links look as natural as possible.
They occur in real life — when someone shares content, forwards a link to a colleague, inserts it into a PDF. Search engines see this pattern and increase trust.
Myth #4: “Shortening links is bad for security”
Yes, this is a phrase often repeated by marketers who are afraid of phishing. But in 2025, serious services have long solved this problem. Surl.li supports HTTPS, filters malicious domains, has phishing protection and logs to track activity.
In addition, every user can see the statistics of any short link by simply adding “+” at the end (for example, surl.li/aaa+ ). That is, everything is transparent: no one is hiding where the link leads.
So, shortening links does not harm security — if you use a service that actually does this, and not an anonymous clone from GitHub.
How SEO specialists use short links
Professionals have long understood that short URLs are not a “toy for SMMers,” but a tool in the SEO arsenal. Here are a few scenarios:
A/B testing of landing pages. You can run multiple short links on one page to see which one performs better in terms of CTR.
Testing new pages. When you don't want to open a page for indexing, but need to share it with colleagues or clients.
Tracking traffic from content. Add a short link to a guest article and see how many people actually came.
Building high DR backlinks. Each short link via surl.li is a small but high-quality “trust signal.”
Myth #5. “Google penalizes shorteners”
This myth has been around since 2012, when bit.ly was caught in spam filters due to massive phishing campaigns. Since then, it has become entrenched in the minds of SEOs: “all abbreviations are evil.”
Reality: Google does not penalize redirects as long as they are transparent and do not hide malicious content. Moreover, Google’s official documentation confirms that 301 and 302 redirects are SEO-safe and do not reduce rankings.
So no, link shortening does not harm SEO if you use an adequate service, not one that will disappear in a month.
And who really needs short links?
Before you rush to create abbreviations left and right, you should honestly ask yourself: who really needs them? Because short links are not a magic pill for everything. They will not raise the site to the top by themselves and will not save a failed campaign. However, they will definitely come in handy:
For marketers who work with different channels and want to see detailed conversion statistics.
For entrepreneurs who promote multiple projects and want to centrally track campaigns.
SEO specialists who create a natural link profile and look for safe backlinks.
Freelancers and bloggers who need short, branded links without the fear of “broken URLs.”
They can all simultaneously maintain control, collect analytics, and benefit from SEO.
Let's summarize
So, shortened links are not enemies of SEO, but allies. They help to convey weight, create a natural profile, collect statistics and even improve the visibility of the site. The question “is shortening links harmful” can be closed: “No, if you use a proven service — for example, surl.li with DR80+, HTTPS, analytics and open statistics.”
This is not a “convenience wrapper”, but a full-fledged SEO tool. A short link may look inconspicuous - but it is often what gives sites an extra chance to become visible in search results. So the next time a colleague says that “redirects eat up positions”, just send him a short link. Preferably via surl.li . And look at the statistics to see how many people clicked through to verify.
