Think of a domain

This step takes some creativity. In order to get your domain short enough to be effective as a URL shortener, you may want to consider these tips:

• Removing vowels: This is an effective way to shortener your organization's name and still making it easy to understand. In general, don't remove vowels at the beginning of words, though. Example: Nissan uses nssn.co
• Use initials: This tip works for personal or organization URL shorteners. You can use initials for one or more words or, if it works, all of them. It's also worth considering leaving the most recognizable part of your name spelled out. Sony Pictures Entertainment uses spe.com.
• Abbreviate or shorten: Use common abbreviations to make things shorter or just chop off some letters of your name.
• Replace: Consider using letters or numbers in place of words. For example, "4" can be used for the "for" sound in a name.
• Consider alternate extensions: If your top choice isn't available, consider using a country code TLD (ccTLD) such as .to or .co. These extensions are easily obtained and generic enough for almost any organization to use.
• Use alternate extensions "hacks": Many country code extensions can be used to help form your company name by using the characters before and after the dot to form a shortened for similar sounding version of your name. For example, .in, the TLD for India, is good for names ending in the "en" or "in" sound. .es, Spain's TLD, is good for plural names ending in "-es". This method can create some clever domains and also have the advantage of using the domain extension itself as part of the word or words you're trying to convey. Example: South Park Studios uses cart.mn to recreate, in a shortened form, the name of one of its most well known characters.
• Consider the new generic TLDs: Large numbers of new domain name extensions are now widely available and include generic endings such as ".link" and more specific ones such as ".dog". While domain registrars such as Hover often sell most domain extensions, there are some that can only be bought from certain vendors. Also, note that brand TLDs such as ".abc" for the U.S. ABC television network generally cannot be used by the public.
• Don't use your company name: URL shorteners can also be formed from product names, words common to your industry, slogans or even slang. Examples: Netflix at one time used movi.es and BarkBox, which supplies dog treat gift packages, use the URL shortener ruv.me.
• Combine methods: Use one or more of the above methods above.
• Use an online search tool: One great tool for coming up with good domains for URL shorteners is Domai.nr, which lets you type in a full company name and the site suggests variations of it using numerous alternate extensions and other methods mentioned here and even links you to where you can purchase the domains (this is especially handy for country TLDs).
• Use a subdomain: With Twitter increasing its character count and other social networks not having any practical limits, some companies, especially those who already own relatively short domain names, are simply using a subdomain of their existing one. Common subdomains are "to", "on", "via", "link", "click", "tw" (for Twitter) or "s" (for social) but they can be anything.
• Browse our list for inspiration: You'll likely get some great ideas just look at what others have done!

Once you've found a domain you like, you'll need to register it. Many extensions are available from companies you already use for domain registration — such as Hover. If it's not available, you'll need to locate a registrar who handles the domain extension in question. One good way to do this is to use Domai.nr, which links directly to registrars for many domain extensions. If you can't find a link here, try the Wikipedia list of TLDs.

It's also important to note that some countries only allow registrations on what's call the third level — .co.uk for example. This means you couldn't register, for example, domain.uk.

Some countries place restrictions on who can register domains with its country TLD — though this is becoming less and less common as countries realize the revenue opportunities from selling domains worldwide.

Another consideration is that some countries also restrict what content can be used their TLDs, so if you intend in shortening content that might be in violation of these laws, you'll need to find another TLD.

Wikipedia entries on TLDs typically include information on all these restrictions in the right sidebar of each TLD's entry.

Get everything hooked up

Some services, such as Bitly, let anyone create a vanity URL shortener. All you need to do is register the domain and make a few changes to the domain configuration. The downside of this approach, however, is that if a user visits your shortened domain without a directory path on the end, they will be directed to a Bitly branded page. Your link stats will also be public if you use this service. Bitly also offers a paid version, but it's pretty pricey.

If you're comfortable with Web hosting and setting up simple PHP and mySQL applications, there are several free scripts you can use to set up a URL shortener on your own server, giving you much more control. Our favorite is YOURLS and Shlink but Lessn More is another good free option. If you're willing to pay, consider Pretty Link Pro, Rebrandly or these low cost solutions on Code Canyon.

URL shorteners typically work by redirecting users using a special server response commonly referred to as a "301." This tells the browser that the resource at your short URL has been permenantly moved to the full URL's location. This is key to search engine optimization as it ensures that search engine spiders won't think the shortener URL is the "real" URL to the page.

Launch and use

Now that you're all set up, you're ready to use your new URL shortener. It's usually a good idea to announce, on any of your social media services you plan to use the shortener on, that you'll be shortening links through a custom domain form now on just so users feel comfortable clicking the links. For consistency, use your URL shortener whenever possible, rather than mixing your own custom domain with other generic ones. If your organization has multiple people shortening links and posting them, be sure to provide access and training to everyone involved.

You may also want to consider joining 301works, a free service from the Internet Archive that works to create a database of all shortened URL mappings. The service imports all of your short URLs and stores them and will also take over your URL shortening domain if you decide to close it, ensuring links posted throughout the Internet continue to work.