The Power of Short URLs:

Why Companies Like Facebook, Amazon, and Google Keep It Concise

In the fast-paced digital landscape, every second counts. Attention rates are plummeting and competition for your eyballs is fierce. A few seconds and a sweeter user experience can make or break a brand’s success online. This is why some of the world’s most successful companies, such as Facebook, Amazon, and Google, opt for shorter URLs.  That’s part of the reasons we recently rebranded from Marzipan Media to just Marzipan

But what makes these concise web addresses so effective? 

As a digital marketing agency, understanding the benefits of short URLs can help you enhance your clients’ online presence and drive better results. Let’s dive into the reasons why shorter URLs are a powerful tool in the digital marketer’s arsenal.

User Experience is Everything

Ease of Remembering

One of the most significant advantages of short URLs is their memorability. Shorter URLs are easier for users to remember, which is crucial in a world where consumers are bombarded with information daily. When a URL is concise, users can recall it more easily, reducing the friction involved in revisiting a website. This can lead to higher repeat traffic and better engagement rates.

Ease of Typing

On both desktop and mobile devices, shorter URLs are quicker and simpler to type. This ease of use is particularly important on mobile devices, where long URLs can be cumbersome and prone to typing errors. By minimising the effort required to access a site, shorter URLs contribute to a smoother user experience, encouraging users to visit and revisit the site. We grew to hate typing out ‘marzipanmedia’ in full so that’s part of the prompt behind our recent rebrand. Valuable seconds saved so we can spend more time with our clients. 


In the age of social media, shareability is key. Short URLs are much easier to share in messages, emails, and social media posts. They are less likely to be broken when copied and pasted, and they look cleaner, which can increase the likelihood that users will click on them. For digital marketing campaigns, this means higher engagement and potentially more conversions.

Aesthetics and Branding

Cleaner Appearance

From an aesthetic standpoint, short URLs look more professional and less cluttered. A clean URL can instill a sense of trust and credibility in users, making them more likely to engage with the content. For a digital marketing agency, this cleaner appearance can enhance the overall brand image of your clients. That was our aim here, and to be honest the ‘media’ aspect was feeling a little outdated. 

Brand Recognition

Short URLs allow the brand name to stand out more prominently. This is crucial for brand recognition and recall. When users see a short, branded URL, it reinforces the brand identity and can make a lasting impression. For example, Google’s use of “” or Amazon’s “” are instantly recognisable and linked to their respective brands.

Technical Considerations

SEO Benefits

Search engine optimsation (SEO) is a critical component of digital marketing. Shorter URLs can provide a slight edge in SEO. Search engines prefer clean, concise URLs because they are easier to crawl and understand. While the impact on SEO might be minor, every little bit helps in the competitive world of search rankings. A well-structured, short URL can also improve click-through rates from search engine results pages (SERPs).

Reduced Error Rate

Short URLs reduce the likelihood of errors when users manually type them. This leads to fewer broken links and a better overall user experience. In digital marketing, ensuring that every link works flawlessly is vital, as a broken link can lead to lost opportunities and diminished trust.


URL Shorteners

Many companies use URL-shortening services for their marketing campaigns. These services not only make URLs shorter but also provide valuable tracking and analytics. For a digital marketing agency, using URL shorteners can offer insights into user behaviour, such as click rates and geographic data, helping to fine-tune marketing strategies.


Some platforms, particularly older systems or certain social media sites, have character limits for URLs. Shorter URLs ensure compatibility across various platforms and devices. This versatility means that your marketing messages can be consistent and effective no matter where they are shared.

We had some SEO challenges along the way and we’ll post about those shortly but now we’re happy with the improvements a shorter URL can bring. If it’s good enough for the likes of Facebook, Amazon, and Google, it’s good enough for Marzipan. It’s a strategic decision that enhances user experience, improves brand perception, and optimises online presence. For a digital marketing agency, leveraging the power of short URLs can lead to better engagement, higher conversion rates, and a stronger overall online strategy.

By adopting shorter URLs, you can help your clients stand out in a crowded digital marketplace. Whether it’s making URLs more memorable, improving their aesthetics, gaining SEO benefits, or ensuring compatibility across platforms, the advantages are clear. Embrace the power of short URLs and watch your brands online performance soar.

In a world where every click counts, the right URL can make all the difference. As digital marketers, it’s our job to ensure that every aspect of our clients’ online presence is optimised for success—and that includes the URLs we use. So, let’s keep it short and sweet, and deliver the results our clients deserve.