Short URL guidance

URLs, also called your web addresses, tell your web browser where to find your web page.

Web addresses are linked in buttons, inline text, QR codes, or in social media posts, so most people never notice them.

Most people never think about your web addresses. URLs are like content for robots not for people.

Short URLs can be useful when a URL will be on a printed campaign or for department pages.

Only Digital Services staff can create short URLs. Request a short URL for your page.

Short URLs are redirects

Redirects let users type in the short URL, but then show the full URL as the page is loaded.

All URLs on SF.gov are built to be as short and clear as possible, so you should only need a further-shortened URL in unusual cases.

The short URL needs to be:

  • Short

  • Easy to say

  • Difficult to misspell

  • a to z only, no capital letters

  • Use hyphens between words

  • No complex characters, like &, $, #

Only top pages should need a short URL - you should not need them for every page. If you feel the URL structure on SF.gov won't work for you, get in touch with support.

Yes

Goes to:

sf.gov/mohcd

sf.gov/departments/mayors-office-housing-and-community-development

sf.gov/2021fireworks

sf.gov/events/july-4-2021/fourth-july-fireworks-show Do not use "2021's-firworks" as the apostrophe in a URL will cause problems.

Campaigns

Campaign page titles make the URL, without a content type or date. So the Dear SF campaign has a URL of https://sf.gov/dear-sf.

URL clash

Your short URL needs to be specific to your department, if it is to a general page. For example:

Good short URLs

Not specific enough, likely to clash

SF.gov/dph-onboarding

SF.gov/onboarding

SF.gov/olse-directors-report

SF.gov/directors-report

Drawbacks of short URLs

When a short URL is used, it can cut the number of users to a page, as users will be split between URLs. You will hurt your search engine ranking by using short URLs too often.

If you say a URL out loud, people do not know where or if you type in dashes.

In analytics, you cannot track the referral source of a short URL.

Short URLs for social media

Social media platforms automatically shorten your URL. You do not need to use a URL you shortened.

URL on Twitter: sfhsa.org/services/healt…

Full URL https://www.sfhsa.org/services/health-food/calfresh/applying-calfresh

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