A/B Testing: What It Is and How To Do It With Pretty Link Pro

When setting up your website or sending out email campaigns, it can be difficult to know how readers will perceive different aspects of your design and content. This is true for many things, including link placement and usage.

With A/B testing, you can get as close to mind reading as possible. Ultimately, with a better understanding of your audience’s behavior, this technique will enable you to increase your conversion rate, and as a result, increase your profits.

In this post, we’ll introduce you to A/B testing, specifically using links. We’ll show you how to use this testing to get a better understanding of your audience, resulting in a boost to your business’ bottom line, as well as how Pretty Link Pro can be used to A/B test your links. Let’s get started!

What A/B Testing Is (And Why You Should Use It)

Pretty Link Pro A/B split testing

A/B testing set up in Pretty Link Pro.

A/B testing (also referred to as ‘split testing’) is a method used by marketers to test out different aspects of their marketing strategy and implementation. A/B testing is a more controlled form of split testing, where only two variants (A and B) are tested at the same time.

There are numerous benefits that marketers can reap through the use of A/B testing. Two of the mains benefits are:

  1. It gives you insights into target audience behavior.
  2. It helps you to tweak your current practices to better provoke desired audience behavior (e.g. making purchases).

While there are alternative techniques available (such as experimental design), A/B testing is one of the simplest and most direct methods for improving conversion rates. This makes it a good option for marketers, as it can provide you with clear results with very little effort on your part.

How to Use A/B Testing to Improve Your Business (3 Key Tips)

Whether you’re new to marketing or a veteran in the field, A/B testing can drastically improve your business methods. Let’s take a look at how!

1. Compare Link Placement Methods

As a marketer, you depend on your readers to click the links on your website and in your email campaigns. What you may not have considered is the importance of where you place such links. Consider, for example, that a 2016 study revealed how links placed in the “top-left region” of an email newsletter had a “higher impact” than those placed elsewhere.

Studies like the above are just the tip of the iceberg; you only need to consciously observe your own behavior on websites to quickly realize how link placement drives what you click on and what you choose to ignore (or even miss entirely).

Fortunately, A/B testing enables you to gain access to data that can show you where links should be placed for maximum impact. More specifically, you can test two different placements of the same link, and run a test that determines which placement attracts the higher percentage of clicks. Once you have concluded the test, you can adopt the optimal placement, and enjoy higher Click-Through Rates (CTRs) as a result.

2. Track Your Links’ Conversion Rates

Conversion rates tell you how many of your site’s visitors (or email readers) have picked up on the cues you’ve used in an attempt to ‘convert’ them. This may mean they click a link that brings them to a product’s sales page, or sign up for your email list, or even just follow your social media page.

Tracking these links is vital to understanding your readers. If you want to know what makes them click, you need to have solid evidence to back it up.

Among other things, A/B testing enables you to track link conversion rates. How can these results help you?

  1. It helps you to better understand your audience.
  2. It enables you to improve future practices, increasing your conversions easily.

Don’t make the mistake of relying on CTRs alone. Conversion rates are a more important indicator of your business’s success, and their tracking enables you to improve upon them.

3. Test Different URL Destinations

Not all landing pages are created the same. However, if you aren’t testing the destinations, you won’t know which ones are better for your business.

Testing different URL destinations – and variations of each – can improve your business significantly. Most of all, this can lead to:

  1. Increased understanding of visitor needs. The pages your sites visitors react to more positively will, ultimately, tell you what they’re looking for from you and your niche.
  2. More effective landing pages. A/B testing will show you which landing pages are more effective for sales or other conversions.

Landing pages are the main platform for your sales pitches. This is why it’s essential to tweak them to perfection based on your visitors’ needs and behavior.

How Pretty Link Pro Can Help With A/B Testing

Pretty Link Pro screenshot

As a link shortening plugin, you may think that Pretty Link Pro’s features end there. Among its wide variety of other features, Pretty Link Pro also offers A/B testing.

One of the greatest things about Pretty Link Pro’s A/B testing feature is how easy it is to set up! In just a few minutes, you can create split links for all the website and email links you would like to test. Then, once users have begun using the links, you can check out the results by clicking Split Test Report under the links you’re testing on the Pretty Link page.

Conclusion

Links are the foundation of your marketing efforts. That means it’s vital to know the best practices for their use on your website, on social media, and in your email marketing campaigns. With A/B testing, you can do just that by learning about – and taking advantage of – audience actions and behavior.

In the above post, we showed you how to use A/B testing to improve your business. To recap, you can:

  1. Compare link placement methods.
  2. Track your links’ conversion rates.
  3. Test different URL destinations.

Do you have any questions about A/B testing, or how Pretty Link Pro can help? Let us know in the comments section below!

Affiliate Link Disclosures: An Introduction and Best Practices


Links are the foundation of affiliate marketing. As such, some marketers may add paid-for links to their blogs and websites freely, without a thought to any repercussions. Unfortunately, undisclosed links of this kind can create a legal nightmare.

That’s where affiliate link disclosures come in. This practice enables you to link to affiliate sites without worry, and protects you – and the consumer – from unethical business practices.

In this post, we’ll first introduce you to affiliate link disclosures, including what they are and why their use is necessary. Then, we’ll provide you with three best practices you can easily apply to your website and blog.

Let’s get started!

What Affiliate Link Disclosures Are (And Why They’re Necessary)

Affiliate link disclosure example

An affiliate link disclosure as seen on Amy Lynn Andrews.

Affiliate link disclosures are an FTC-mandated practice. Essentially, whenever a link is used on your website that results in a commission, you must disclose this information to site visitors. This extends beyond affiliate links, and must also be done for endorsements, sponsorships, and the like.

While this may seem like a hassle, there are two very big reasons that disclosures are necessary:

  1. They ensure fair business practices. This gives all marketers an even playing field, and gives buyers the chance to purchase from marketers they trust.
  2. They provide transparency to your site’s readers. Trust is important for marketers, and can only be achieved through complete transparency.

Remember, disclosures aren’t punishments. Instead, they’re a practice used for the benefit of consumers and marketers alike.

3 Best Practices for Affiliate Link Disclosures

Affiliate link disclosures are fairly easy to implement, but there are ways to optimize their use. Let’s take a look at three practices that – when used – result in FTC-compliant disclosures.

1. Place Disclosures in Obvious Areas

‘Obvious’ can be quite subjective, but all this means is that any disclosures on your site must be in open view, easy for visitors to see.

An example of obvious disclosure placement.

For all blog posts containing affiliate links, Michelle from Making Sense of Cents places a basic disclosure at the top of the post.

This practice builds trust. Disclosures that are hidden in page footers or on a separate page look as if you’re trying to comply without actually doing so. This doesn’t fly with the FTC, and it won’t go down well with a lot of readers, either.

To ensure that you’re following this practice, here are two key tips for disclosure placement on your website or blog:

  1. Always add your disclosure at the top of blog posts. This gives the reader a chance to bounce from the page if they aren’t fans of affiliate links, and it protects you from accusations of deception.
  2. Place a reference to your disclosure near affiliate links. You don’t have to interrupt your post’s flow to do so. Simply add an asterisk or other indicator near the link, then repeat the disclosure at the end of the post.

Your readers shouldn’t have to do any extra legwork in order to see the disclosure. If you keep this in mind, it’s fairly easy to determine the best placements on your site and blog.

2. Be Proactive in Disclosing

You may sometimes find yourself wondering whether a disclosure is necessary. To avoid legal troubles, it’s best to be proactive and disclose.

Here’s a few guidelines to help you determine when to disclose:

  • Disclose when you’ve been paid. This includes sponsorships, paid reviews, and links to products that aren’t your own (i.e. an affiliate product).
  • Disclose on each page a link is used. Even if you’ve previously disclosed a particular affiliate link, it’s necessary to do so again when it’s used in a different area of your site.
  • When unsure, disclose anyway. This won’t cause any harm, and may actually prevent legal headaches down the road.

The main takeaway is that proactive disclosing is best. You should disclose whenever possible, and be open about your practices from the start.

3. Use Clear Language

Clear language ensures that your site’s readers understand the relationship you have to affiliate sites.

Again, this really comes down to transparency. Clear, direct language shows that you respect your readers, while complex language can confuse and drive away potential customers.

To ensure that you’re writing clear affiliate disclosures, here are a few key points to keep in mind:

  1. Be direct. Keep the disclosure short, and don’t beat around the bush.
  2. Use ‘trigger words’. It’s best to use words that let your reader know immediately that you may receive compensation from your links. These words include “compensation” and “commission”.
  3. Avoid niche jargon. Avoid the use of words that the general public may not know, such as “affiliate”, “pay-per-click” (in reference to ads), etc., unless you also provide a direct explanation for them in your disclosure.

You can also create a disclosure template, enabling you to provide readers with a consistent experience across all website pages.

How Pretty Link Pro Can Help You Disclose Your Affiliate Links

Pretty Link Pro screenshot

If you’re ready to implement affiliate disclosures on your site, then Pretty Link Pro can help. More than just a link shortener, this WordPress plugin has plenty of features to help you manage your site’s links. These include the abilities to redirect and share your links, as well as automate the processes involved in their use.

The best part is that setting up affiliate link disclosures is simple. In just five steps, you can have this feature set up across your site.

Conclusion

Affiliate link disclosures are a legal necessity, but their use can also build reader trust in both you and your affiliate products. With a link management tool such as Pretty Link Pro, you can create affiliate disclosures for your website in minutes, and you can even automate the process.

In the above post, we provided you with three affiliate disclosure best practices. To recap:

  1. Place disclosures in obvious areas.
  2. Be proactive in disclosing.
  3. Use clear language.

Do you have any questions about affiliate link disclosures or how to set them up with Pretty Link Pro? Let us know in the comments section below!

3 Reasons to Use Temporary Redirects on Your Site (And How to Get Started)

User experience and SEO page rank are two factors that you may consider to be most important on your blog. Sometimes, however, you may find yourself needing to perform tasks, such as site maintenance or A/B testing, which can negatively impact one, or even both.

This can be avoided, though, with the help of temporary site redirects. A temporary redirect is just as it sounds, offering non-permanent redirection from one URL to another. There’s a number of reasons you may require this technique, but no matter the reason, plugins like Pretty Link Pro can effectively help you to implement it.

In this post, we’ll discuss temporary redirects, when to use them, and three reasons why they are used. Additionally, you’ll learn how to implement temporary redirects with Pretty Link Pro. Let’s get started!

What Temporary Redirects Are (and When You Should Use Them)

temporary site redirect setup in Pretty Link Pro

An example of a temporary redirect as seen in Pretty Link Pro. With this set up, users will be redirected to the target URL (http://targetsiteURL.com).

URL redirection is a technique used to make web pages available at more than one location.

There are two main redirection types – temporary and permanent – that each serve their own purposes. Permanent redirects, for example, are great for permanent website moves. Temporary redirects are better for short-term events, such as site maintenance.

Both work in the same manner, redirecting search engines and site traffic to the newly-established link. The key difference, though, is that during a temporary redirect search engines will continually refer to the original URL. Once that URL is back in use, the original connection will be reestablished and search engine crawls will continue as normal.

3 Reasons to Use Temporary Redirects on Your Site

With a better understanding of temporary redirects, let’s dig in to a few reasons for using them on your site.

1. To Implement A/B Testing

When you set up your web pages, you may not always be sure you’ve created the best version possible. That’s where A/B testing comes in.

Simply put, A/B testing is a process where two different versions of the same web page are compared. 50% of the page’s traffic will be sent to Version A, while the other 50% will be sent to Version B. Comparisons are typically made regarding conversion rates, though other stats, such as bounce rate and time spent on page, can also be used.

A/B testing is a great way to learn how to improve your site. And, with a temporary redirect, there’s no harm to your site’s search engine rankings during testing.

2. To Maintain or Update Your Site Without Disruption

Site maintenance keeps your site running smoothly, keeps security tight, and ensures that SEO is up to date. The maintenance process, though, can be a bit involved. This can put your site out of commission for a few hours during the bulk of the process.

With temporary redirects, however, you can perform site maintenance while also limiting site unavailability. This means that site visitors will not be put out by the downtime, and search engine bots will hold off on site crawling until the temporary redirect has been removed and the original URL is restored.

3. To Create a Page Without Impacting SEO

Search Engine Optimization (SEO) is the process involved in effecting website and web page position on Search Engine Results Pages (SERPs).

While you typically like to have your web pages available for search engine bots to crawl, there may be a few reasons to block such activities.

One of the main reasons is site testing or development. During the early stages of a web page’s creation, having it rank for SEO may not be particularly helpful for your site. Another common reason is client feedback, enabling you to create a page without it being included in your site’s rankings. This is commonly used by website developers, but you can also use this technique if you’re a content writer, copywriter, or other creative.

How Pretty Link Pro Can Help You Implement Temporary Redirects

Pretty Link Pro screenshot

While the main feature of Pretty Link Pro is link shortening, it has a variety of other features, including both permanent and temporary redirect options.

With Pretty Link Pro, setting up temporary redirects are simple. To begin, head to Pretty Link > Add New Link on the left-hand side of your WordPress dashboard.

First, add the redirect URL (the URL which all traffic will be redirected to) to the Target URL box.

Then, add a custom slug to the Pretty Link box. This is the link URL which will be requested by site visitors, but they’ll be sent to the target URL instead.

Now, keep in mind, if you already have a page in your WordPress site with the desired Pretty Link slug, you will have to edit the original page’s URL. This is because Pretty Link Pro will not allow the creation of an identical URL. Don’t worry, though, as the slug can always be changed back once you’re done using the temporary redirect.

Conclusion

As we’ve discussed above, temporary redirects can be helpful for a number of reasons. Fortunately, such redirects are easy to implement with a link management tool, such as Pretty Link Pro.

In the above post, we discussed three reasons to use temporary redirects on your site. To recap, they include:

  1. To implement A/B testing.
  2. To maintain or update your site without disruption.
  3. To create a page without impacting SEO.

Do you have any questions about temporary redirects or how Pretty Link Pro can help? Let us know in the comments section below!

The Pros and Cons of Link Shortening

Sharing long, complex URLs online is not ideal – hence the need for link shorteners. However, while they have many benefits, they’re not a totally perfect solution. Unfortunately, it can be difficult to ascertain when and where it’s best to use a URL shortener, and when it’s smarter to reconsider your strategy.


The crux of it all is this: The simplest and most effective way to avoid the pitfalls is to understand how link shorteners operate. Through this knowledge, you can seek to understand how shortened URLs behave in different situations, enabling you to harness the benefits for your own gain.

In this piece, we’re going to provide a rundown of both the pros and cons of link shortening, and what they mean for you. To start, let’s briefly discuss the background behind link shorteners, then jump right in!

An Introduction to Link Shortening

The TinyURL welcome screen

Link shorteners have been around for longer than most people realize. A popular example is Tiny URL, which was launched by web developer Kevin Gilbertson in January 2002, and still remains popular.

Originally, link shorteners were primarily used to keep long URLs from becoming fragmented within email clients. This was due to text wrapping concerns with displays used at the time. However, today URL shorteners are particularly popular for social media applications. Short URLs are both aesthetically and functionally more beneficial for platforms such as Twitter, where long URLs hamper ease of reading.

There are quite a number of popular URL shorteners today such as Bitly, Tr.im, is.gd, and Google’s goo.gl. While these services offer plenty to today’s marketers, a tool such as Pretty Link Pro can offer much more power and flexibility – as we’ll see later.

The Pros and Cons of Link Shortening

Now we’ve established the background behind link shorteners, let’s look at both the pros and cons of using them. We’ll start with the positives!

Pros

Let’s begin with the most obvious: URL shortening services simply make hyperlink text look more attractive. Normally, website URLs take up a bunch of space. They’re often unattractive strings of random letters and numbers, and can be distracting and aesthetically unpleasing.

However, it’s more than just aesthetics. Shortened links make the reading experience smoother, particularly on social media platforms. In addition, they make it easier for your viewers to share content, as it’s less likely they’ll make an error when copying over links (although this is less of a concern when using modern smartphones). Not only that, but there’s no danger of losing any hard-won SEO benefits – Google are smart enough to pass on link juice for any 301 or permanent redirects implemented.

There’s also click tracking to consider, and measuring the success of your marketing efforts is always imperative. In a nutshell, you can’t improve on targeting your audience if you don’t know how they respond to your content. Link shorteners provide analytics to show you who has clicked your links, and they’re often available through a centralized dashboard view:

Shortened links also play nicely with UTM (Urchin Tracking Module) codes, which enables you to track clicks across specific campaigns, keeping analytics from one platform (Twitter, Facebook, Google+, etc.) separate from the others.

Finally, some URL shortening services even provide custom editing of links – more on which later.

Cons

While there are a bevy of benefits to using link shorteners, nothing’s perfect.

For starters, the increasing proliferation of so-called ‘fake news’ means online viewers are potentially more likely to be wary of shortened links. That can lead to distrust, resulting in fewer clicks. This isn’t an inherent problem with link shortening per se, but can still be harmful nonetheless.

Also, the nature of redirections introduces many potential points of failure between a user clicking the link, and visiting the desired website. Sometimes, a shortened URL may send the user through two, three, or more redirects, and if one fails, it means a user who could potentially head to a competitor – a serious problem.

Additionally, if you’re using a link shortening service rather than a dedicated tool such as Pretty Link Pro, your shortened URL may go down. Services aren’t guaranteed to last forever, and once a service goes down, so do any links tied to it. What’s more, ISPs occasionally blacklist URL shorteners in an effort to impede the efforts of spammers who use link shortening for malicious purposes. If this occurs, again, expect a frustrated reader who will likely head to your competition.

Finally, many URL shorteners use their own branding, which dilutes the mention of your own domain, and arguably causes your own brand to suffer.

How Pretty Link Pro Can Help You Implement Link Shortening

Unlike other link shortening services, Pretty Link Pro leaves your branding intact. This is a premium plugin that can offer the functionality of a link shortening service, with more flexibility to boot.

A look at Pretty Link Pro within the WordPress dashboard

 

Just some of the features included are:

  1. The ability to group and track clicks across all your shortened links.
  2. Powerful social sharing options, including automatic aggregation of any tweets made about your posts, enabling visitors to easily make retweets.
  3. Automated page and post short link creation.
  4. Automated link replacement for site-wide keywords.
  5. SEO-friendly, server-side 301 permanent redirects, as well as temporary 302 and 307 redirects.
  6. Almost complete control over how your links appear, and how you redirect users.


What’s more, getting started with Pretty Link Pro is exactly the same as any other WordPress plugin: purchase the right license for you, upload the plugin’s ZIP file to your site, then install and activate it. Simple!

Conclusion

Link shorteners offer a range of pros and cons, and it can be difficult to know when it’s best to make use of them. However, knowledge is power, and studying the positives and the negatives will offer some insight into whether they’re right for you.

Pretty Link Pro specifically helps to mitigate the negatives of link shortening by combining good aesthetics with powerful social sharing, 301 permanent redirects, and robust analytics. Also, unlike so many URL shortening services, Pretty Link Pro enables you to bolster your branding efforts through the retention of your custom domain.

What benefits of link shortening mean the most to you? Let us know in the comments section below!

How to Implement 301 Redirects on Your Website

It goes without saying that if your site isn’t ranking well on major search engines, nobody will be able to find you. If you’ve worked hard at improving your ranking, then change your URL or move your website, it can all be unravelled in a flash.

301 redirects automatically send visitors and search engines to your new URL, and making appropriate use of them is vital for maintaining your current search ranking. What’s more, plugins such as Pretty Link Pro can make implementing them a snap.

In this post, we’ll explain what 301 redirects are, the process of implementing them manually, and how Pretty Link Pro can help. Let’s get started!

What 301 Redirects Are

Put simply, a 301 redirect is a permanent redirection from one URL to another – such as www.yoursite.com/version1 to www.yoursite.com/version2. The number refers to the HTTP status code for this type of redirect. Once implemented, any visitor or search bot visiting the original URL would be funneled directly to the new one.

It’s worth pointing out that 301 redirects should only be used as a means for permanent redirection, and is normally used to preserve the user’s experience while search engines catch up with your changes.

Why You Should Use 301 Redirects

Changing your URL without using a 301 redirect is similar to moving your business to a new address and not notifying customers. They’ll keep turning up to the old location for a while, but after some time, will eventually go elsewhere – leaving your business in ruins.

It’s the same thing with Search Engine Optimization (SEO) – if no one knows where to find you, you can’t gain traffic.

When moving domain, 301 redirects are ideal for the following reasons:

 

  1. You can resolve different URLs to the same location. People have their individual habits when it comes to inputting web addresses – some preferring to enter www, others not. 301 redirects make sure all instances take visitors to the right site.
  2. You can rebrand a website with a different URL. There are a myriad of reasons to change your URL. Whatever the reason, you can do this while preserving most of your PageRank.
  3. You can redirect traffic from different URLs owned by the same company. Some companies may need multiple domains to redirect to the same site. With 301 redirects, you’re free to do so.

 

While using 301 redirects isn’t rocket science, it can be confusing if you haven’t done it before. Don’t sweat it – we have you covered! Let’s take a look at how to do it.

How to Implement 301 Redirects on Your Website

Implementing 301 redirects manually is normally carried out through your .htaccess file. In short, this is a server configuration file that stores important settings related to your WordPress website. It can be found within your site’s root directory (normally called public_html or www), or in the top-level directory of your WordPress installation.

You’ll certainly need to access your site via File Transfer Protocol (FTP) in order to edit .htaccess. In this article we’ll be using the popular (and free) FileZilla application. If you’re uneasy about using FTP, consult both the documentation and your web host’s instructions before you get cracking.

Once you’re logged into your server, you may not see your .htaccess file. That can be remedied by selecting Server > Force showing hidden files from the FileZilla menu.

If you’re still struggling, you may not even have a .htaccess file. To fix this, log into your WordPress dashboard, navigate to Settings > Permalinks, choose any of the permalink settings, then save your changes. This forces WordPress to create a new .htaccess file. Make sure you revert back to your original permalink settings afterwards!

From here, you’ll want to carry out one more task before getting started: backing up your site.

Simply put, you should always back up before making any changes to your WordPress installation. That way, you have a good, clean version of your site to revert to in case the worst happens. Our recommendation is the UpdraftPlus plugin:

Using the plugin is a breeze – so there’s really no excuse for skipping this step. Alternatively, you can also opt for a premium option, such as VaultPress.

Next, log into your server using FileZilla, locate your .htaccess file, and edit it using your favorite plain text editor – any other application could potentially ‘break’ it. It’s important not to edit any pre-existing code too (i.e. everything between BEGIN WordPress and END WordPress).

To implement a 301 redirect, you’ll need to add the following code to the very bottom of your file:

 

# BEGIN 301 Redirects

Redirect 301 /old-post/ http://www.yourwebsite.com/new-post/

# END 301 Redirects

 

Simply replace /old-post/ with your old URL, then add the new URL to replace http://www.yourwebsite.com/new-post/. Save your changes, and that’s it!

How Pretty Link Pro Can Help With 301 Redirects

Our Pretty Link Pro plugin is more than just another URL shortener. It enables you to shorten, shrink, cloak, track, organize, share, and test all of your links:

In addition to shortening your URLs, Pretty Link Pro also offers multiple redirect options, including 301 redirects – all set directly from within your WordPress dashboard:

So, while the manual method has its place, Pretty Link Pro offers just as much power, without you having to touch a single line of code.

Conclusion

Moving your website or changing your URL can wreak havoc with your search engine rankings. It’s a good job, therefore, that 301 redirects can help reduce the pain involved. What’s more, Pretty Link Pro can help you implement them on your site quickly and easily.

In this post, we’ve shown you how to implement 301 redirects manually on your site. Let’s recap the necessary steps:

  1. Back up your site (we recommend UpdraftPlus or VaultPress).
  2. Log into your server via FTP (with a tool such as FileZilla).
  3. Add the necessary code to your .htaccess file, and save your changes.

Do you have any questions about 301 redirects or how Pretty Link Pro can help? Ask away in the comments section below!

Link Shortening: The Secret Weapon in Social Media Marketing

url

Hidden behind the scenes of digital marketing is a little detail that has made the world of difference. The Uniform Resource Locator (URL) is at the heart of the internet’s evolution, and yet it’s an often overlooked element until its format presents a problem.

Unwieldy URLs can become something of an eyesore – and a hassle – particularly for social media marketing. Long, unintelligible strings of text distract the reader’s attention, upstage your content, and are also difficult to track. That’s where link shortening (and tracking) comes in – and it’s the secret weapon in your social media marketing.

In this post, we’ll examine the origin of link shortening, illustrate why it’s so important to your current social media marketing campaigns, and finally show you how to harness its potential for your gain. Let’s get started!

A Very Brief History of the URL

To put link shortening into the proper context, let’s take a quick look at how it fits into the overall history of the internet.

Between 1989 and 1991 Sir Tim Berners-Lee invented the web, developing HyperText Markup Language (HTML), Hypertext Transfer Protocol (HTTP), and of course, the URL. Together, these form the basis of all we do online. Soon after, the public were invited to link to the first prototype, and the internet grew from there.

Ten years later, the first URL redirection service (V3.com) was set up. This enabled URL shortening, prevented broken links, and helped guide navigation into and out of web pages through a memorable, short URL.

Social media expanded rapidly from the early 2000s, with sites such as Photobucket and Flickr facilitating online photo sharing. YouTube arrived in the first half of the decade, followed by Facebook. Digital marketers soon found these to be the perfect platform for sharing links and content.

Twitter launched around the same time with its 140 character limit – which presented a brand new challenge for long URLs, adding more motivation for finding a way to shorten them, revamp them, and (of course) track them.

In early 2000, mobile phones started to access high-speed 3G networks, enabling them to connect to the internet. Display sizes soon became a burning issue. Before 2011, the display area on virtually every phone on the market measured between 2.5 and 4 inches. Since 2013, phones with displays under four inches are rare, yet display size still remains a problem for web designers.

The internet has now evolved into a versatile, powerful marketing tool – strung together by that one small detail we tend to forget about – the URL.

Why URL Shortening Has Become Vital

In the early days of the web, the average person didn’t have to worry about URLs too much. Those mysterious strings of text had a job to do, and were never given a second thought. Unless you were creating software, you didn’t really need to bother about using, cloaking, or tracking them.

Gradually that has changed. At first, longer and more complex URLs became a problem when pasting them into an email. Because the string of text would often be too long for a single line, text wrapping would break things, and clicking on the link didn’t always work.

With the explosion of social media, the problem became even more urgent. Now, URLs form part of your link building and sharing strategy, and they also need to fit into a limited space. Link shortening makes the whole process more manageable, and enables you to squeeze more links into the same space.

Besides just looking better on the screen, you can also tap into another very useful property of the shortened URL: It’s now possible to track what happens to your link – and that information is invaluable for your digital marketing campaigns.

Simply put, it lets you understand your audience, figure out what they’re doing with your content, and enables you to create better campaigns in the future.

The Perfect WordPress Link Shortening Tool

Using a third-party service has its advantages, but you’ll lose a certain amount of control over the process. For a start, there’s no guarantee you’ll always have access to your links, and that means there’s a risk to your credibility if a service ceases to exist.

In contrast, WordPress users come in all shapes and sizes. Some are able to code their own redirection software, but most don’t have the background – the vast majority are bloggers and small business owners. Therefore, the perfect solution should offer power and flexibility, while being easy to navigate and use.

The answer is to use a plugin such as Pretty Link Pro. It offers hassle-free link shortening, giving you the control you require, and also offers the tracking functionality you’ll need. Social links, redirects, and affiliate links are all taken care of, and no coding experience is required. It’s simply a matter of purchasing, installing, and activating the plugin.

What’s more, the software will automatically create short links for all of your pages and posts. You also get the ability to automatically tweet a customizable message to multiple Twitter accounts when a post is published.

Conclusion

The web has given us lots of scope for expansion. Whether we’re part of a worldwide team or running a small business, it’s important to keep up with any changes. If there’s a way to get the edge on the competition, it should be explored.

The URL is at the heart of web technology, and by extension, link shortening. A versatile, inexpensive tool such as Pretty Link Pro that unlocks its potential is vital to any WordPress user. To recap:

  1. The URL is often overlooked, but in reality it’s at the heart of web connectivity. Link shortening and cloaking is a secret weapon in modern social media marketing.
  2. With the evolution of the web, link shortening has become vital to better manage URLs.
  3. Unwieldy URLs should be replaced with short, pretty ones, and tracking and managing them needs to be easy.

Do you have any questions about URL shortening and Pretty Link Pro? Ask away in the comments section below!