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Can anyone explain me what does the following mean (from thesearchenginepros):

The best URL shorteners will use a 301 redirect to pass along their Google page rank
to the destination web address. This helps the redirected web address advance in 
search rankings. 

I was going through the advantages of shortened url, when I came across this.

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marked as duplicate by Zistoloen, John Conde Mar 13 at 11:15

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1 Answer 1

The idea mentioned there, is that when a link is followed to a site, for instance, tinyurl.com it gets some value, or "juice", if that site redirects the link with a 301 to another site, it passes some of the value to that other site (final destination of the link).

Is it valuable?, not much.

Using a shortener when you need to save space is very good, but that's it, there is no reason to used them if you can avoid it. There are many drawbacks that also affect the value of your site and links to use a shortener just for the sake of it.

There is a video on Youtube, Are shortened URLs treated differently than other redirects? that has been linked on some resources related to the subject where Matt Cutts talks briefly about that. As he mentions, those links are treated as any other link, which means that they keep some value.

Update, simplified version

Every site has a value, consider each link on site A that points to a site B a little transfer of value, like money on people's account.

When you click a link, you are clicking a fragment of text that describes what is going to be on the other side of the link, so when you click a link on Site A because they mention that there is something interesting on site B, site A is sending a bit of value to Site B.

If the piece of text that you clicked on site A doesn't have the address of site B, but a URL from a shortener service, then Site A passes some value to the shortener service, and then the shortener service, who is doing a 301 redirection to site B, passes some value to them.

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I seriously didn't understand your first stanza –  Suhail Gupta Mar 13 at 6:53
    
also..you mention "..There are many drawbacks that also affect the value of your site and links to use a shortener just for the sake of it.." when you also write "..As he mentions, those links are treated as any other link, which means that they keep some value.." This is a contradiction –  Suhail Gupta Mar 13 at 6:54
    
Added a simplified version. And no, there is no contradiction, there is a lot more to value on sites and links that 301 redirections. Consider delay on following the link, or the disappearance of the shortener service, or the loss of meaningul words on the link. –  PatomaS Mar 13 at 7:02
    
I have seen some big brands using a shortener on their facebook and google plus pages. But they use good shorteners like bit.ly What is your say on that ? –  Suhail Gupta Mar 13 at 7:07
    
As mentioned, they save space, plus, when the URL is visible, it's easier to remember. Although I think almost everybody clicks on them rather than write them down. Also, big brands don't care about relevance of links and linkers, they already have a user base and enough means to improve it. –  PatomaS Mar 13 at 7:18
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