What is a vanity URL?
A vanity URL is a unique web address that’s branded for marketing purposes. It creates a memorable, pronounceable short link, which is easier to remember, share and use. They work best when they contain a short phrase of 2-3 words that’s relevant to the content of the page, avoiding complicated, uncommon, or unusual words. This means the user understands where they’ll be directed to.
Vanity URLs allow you to still have a long URL that includes keywords for the benefit of SEO, as well as an easy to share link that’s more memorable for users to type in. Google doesn’t see the vanity URL – only the long URL is catalogued by search engines.
Once published, they automatically redirect users (via a 301 redirect) to the intended location when the user has input the vanity URL into a browser or clicked on it.
For example: aegon.co.uk/investments is used as a vanity URL for https://www.aegon.co.uk/customer/investment-choices
You can check if a vanity URL is in use by pasting the URL into your web browser and seeing if it opens a page. If it does, you can’t use it as this has already been assigned to another web page.
Please ask the web operations team if you’re unclear on whether the URL you would like to use is available.
To request a vanity URL, please fill out the Public Web brief.
What is a 301 redirect?
Redirection is the process of forwarding one URL to a different URL. You can think of a 301 redirect like a mail forwarder. The web publishing team can help you identify whether your page will need a vanity URL or if it needs a 301 redirect. For example, most of the documents uploaded on the DAM need a 301 redirect in place, along with some web pages as an exception.
Please always engage the Digital Operations Team in plenty of time if you require a vanity URL or 301 redirect or ask if you’re not sure. This is something that needs IT resource to complete.
To request a 301 redirect, please fill out the Public Web brief.
Tracked links (UTMs)
What are tracked links (UTMs)?
Tracked links (also called UTMs) allow us to gather richer data on who is accessing what content from which source. They work by adding extra information to the end of your aegon.co.uk URL, starting with a question mark. This information will be passed to Adobe Analytics, where usage insight is gathered.
Any items using URLs can be tracked, even physical posters, leaflets and letters can be tracked if using QR codes or vanity URLs.
When can they be used?
- Only aegon.co.uk links can be tracked.
- External links will not pass tracking information to Adobe Analytics.
- Currently PDFs do not support tracking through these links.
- When using vanity URLs, the tracking process is more complex as adding extra information will break the vanity.
For more information about UTMs, and to find out how to create them, please see the tracked links documentation linked below.