Twitter’s Link Service & You


Twitter recently announced a couple of updates that caught my eye. The first one deals with new authorization rules for Twitter applications. Although this one is less interesting to me, it does explain why Twitterrific stopped working on my iPhone this past Monday. (They may have fixed it by now, I don’t know. I already switched to Twitter’s own Twitter iPhone app, which I actually like better anyway.)

The second update that potentially has more impact, from an SEO and analytics perspective, is regarding their link service. Here’s the section of the e-mail they sent out that explains this update:

Update 2: URL wrapping

In the coming weeks, we will be expanding the roll-out of our link wrapping service, which wraps links in Tweets with a new, simplified link. Wrapped links are displayed in a way that is easier to read, with the actual domain and part of the URL showing, so that you know what you are clicking on. When you click on a wrapped link, your request will pass through the Twitter service to check if the destination site is known to contain malware, and we then will forward you on to the destination URL. All of that should happen in an instant.

You will start seeing these links on certain accounts that have opted-in to the service; we expect to roll this out to all users by the end of the year. When this happens, all links shared on or third-party apps will be wrapped with a URL.

What does this mean for me?

  • A really long link such as might be wrapped as for display on SMS, but it could be displayed to web or application users as or as the whole URL or page title.
  • You will start seeing links in a way that removes the obscurity of shortened links and lets you know where each link will take you.
  • When you click on these links from or a Twitter application, Twitter will log that click. We hope to use this data to provide better and more relevant content to you over time.

This raises some questions.

They say “when you click on a wrapped link, your request will pass through the Twitter service…” Does this mean a series of redirects? How will this effect the referral data and any potential link juice or other social signals the search engines may take into account?

Also, that third bullet point at the end got me excited. So Twitter will be collecting click-through data on links (if they weren’t already). Unfortunately, they won’t be sharing that data with just anyone. You’ll have to be signed up for one of their “eventual commercial accounts service,” according to their blog post on this topic.

Where does this leave URL shortening services like

Take a look at the second bullet point above, where Twitter talks about removing the obscurity of shortened links. That certainly doesn’t sound too friendly toward,, tinyurl or any other link shortening services. Twitter does make mention of this in more depth on their help center page about the link service. Specifically, they state:

You can still use a URL shortener (like to shorten links.

If you’re wanting to shorten links to share with others, please see this help page on using URL Shorteners. You can continue to use a URL shortener to shorten links, and any tracking metrics (like those from will continue working as before.

The link service at is only used on links posted on Twitter and is not available as a general shortening service.

Confused yet? I sure am. Will my link be wrapped in a link (whatever “wrapped” means)? Will the link redirect to the link which will redirect to the actual page? That doesn’t seem very efficient. Will link juice pass through the service? Too many questions and not enough answers.

Not to be all negative, I have to give Twitter credit for trying to make the web a safer place. The primary purpose of this link service is to “protect users from malicious site that engage in spreading malware, phishing attacks and other harmful activity.” That’s a noble directive and one that I can support.

Jim Gianoglio is a Senior Analytics Consultant. He works with implementation, analysis and training of Google Analytics and Google Tag Manager. Before focusing on analytics, he led the SEO campaigns of Fortune 500 companies in the insurance, retail and CPG industries. Things you didn’t know about Jim: he’s biked from Pittsburgh to Washington DC in 41 hours, roasts coffee beans and has done voiceovers for TV commercials.

  • Paul Gailey

    I noticed that a taco wrapped link will be displayed on without the http:// a saving of 5% more tweet – making it more RTweable. blog have a good explanation of things but overall I´m suprised there is relatively little chatter of linkwrapping out there.

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