A popular thing for enhancing your business would be to shorten URL. It has become relatively popular that most of the websites would have their own methods of shortening URLs. A number of people would be using these systems. However, they may not be the best link for a specific web page. The major reason would be the service would affect their SEO that is used by the business for linking to their website.
The social media websites have been known for their ability to share information across the network. It would imply that anyone could view a post or update on the social media system. It would also imply that people having websites would link to the shortened URL. This would be the major problem for them.
World of SEO
It would be pertinent to mention here that the entire world of SEO has been based on the ability of websites to link to one another. It would not be wrong to suggest that linking of websites to one another would imply that the target website has some value. As a result, the search engine would see the linking of websites and passing authority to the website that would be receiving the link. The result would be credits for the website receiving the link. It would not be wrong to mention here that the link should be easily visible in popular search engines, due to the link to the website. The problem would be if the URL were shortened into smaller text, the authority link would go missing. At least, one would be of the opinion that link authority should be passed on to the website of best url shortener. It would not help the content owner and provide the shortener website credit that they do not deserve. Chances are higher that they may do this on purpose for gaining authority that they should not be gaining at all.
Using the right URL shortener
It would be important that you should make use of the correct web address shortener. They would ensure the content would receive the credit that it should receive. Moreover, they would ensure them to receive the SEO magic as well. In case, a person creates content, then the website generating links should receive credits, but not the website that shortens the characters for usage in the social media. However, you should research to find the one that would suit your respective needs in the best manner possible.