Что такое vanity url

Dispatcher Vanity URLs

This document will help you understand how AEM deals with vanity urls and some additional techniques using rewrite rules to map content closer to the edge of delivery

What are Vanity URLs

When you have content that lives in a folder structure that makes sense it doesn’t always live in a URL that’s easy to reference. Vanity URLs are like shortcuts. Shorter or unique URLs that reference where the real content lives.

An example: /aboutus pointed at /content/we-retail/us/en/about-us.html

AEM Authors have the option to set vanity url properties on a piece of content in AEM and publish it.

For this feature to work you’ll have to adjust the dispatcher filters to allow the vanity through. This becomes unreasonable to do with adjusting the dispatcher configuration files at the rate that authors would need to setup these vanity page entries.

For this reason the dispatcher module has a feature to auto-allow anything listed as a vanity in the content tree.

How it works

Authoring Vanity URLs

The author visits a page in AEM and visits the page properties and add’s entries in the vanity url section.

Once they save their changes and activate the page the vanity is now assigned to this page.

Classic Content Finder:

Please understand this is very vulnerable to name space issues.

Vanity entries are global to all pages, this is just one of the short comings you have to plan for workarounds we’ll explain a few of those later.

Resource Resolving / Mapping

Each vanity entry is sling map entry for an internal redirect.

Thes maps are visible by visiting the AEM instances Felix console ( /system/console/jcrresolver )

Here is a screenshot of the a map entry created by a vanity entry:

In the above example when we ask the AEM instance to visit /aboutus it will resolve to /content/we-retail/us/en/about-us.html

Dispatcher auto-allow filters

The dispatcher in a secure state filters out requests at the path / through the dispatcher because that’s the root of the JCR tree.

It’s important to make sure publishers are only allowing content from the /content and other safe paths etc.. and not paths like /system etc..

Here is the rub, vanity urls live at the base folder of / so how do we allow them to reach the publishers while staying secure?

Simple dispatcher has an auto-filter allow mechanism and you have to install an AEM package and then configure the dispatcher to point to that packages page.

Dispatcher has a configuration section in it’s farm file:

This configuration tells the dispatcher to fetch this URL from it’s AEM instance it fronts every 300 seconds to fetch the list of items we want to allow through.

It stores it’s cache of the response in the /file argument so in this example /tmp/vanity_urls

So if you visit the AEM instance at the URI you’ll see what it fetches:

It’s literally a list, super simple

Rewrite Rules as Vanity Rules

Why would we mention using rewrite rules instead of the default mechanism built into AEM as describe above?

Explained simply, namespace issues, performance, and higher level logic that can be handled better.

Let’s go over an example of the vanity entry /aboutus to it’s content /content/we-retail/us/en/about-us.html using Apache’s mod_rewrite module to accomplish this.

This rule will look for the vanity /aboutus and fetch the full path from the renderer with the PT flag (Pass Through).

It also will stop processing all the other rules L flag (Last) which means it won’t have to traverse a huge list of rules like JCR Resolving has to do.

Along with not having to proxy the request and wait for the aem publisher to respond these two elements of this method make it much more performant.

Then the icing on the cake here is the NC flag (No Case-Sensitive) meaning if a customer flubs the URI with /AboutUs instead of /aboutus it will still work and allow the right page to fetched.

Here is an example code snippet of the include inside /etc/httpd/conf.d/enabled_vhosts/we-retail.vhost

Which Method and Where

Using AEM to control vanity entries has the following benefits

Using mod_rewrite to control vanity entries has the following benefits

Use both methods but here’s the advice and criteria on which one to use when:

If you want to use the AEM vanity feature and avoid namespace you can make a naming convention. Using vanity urls that nested like /brand1/aboutus, brand2/aboutus, brand3/aboutus.

Источник

Что такое vanity url

Vanity URL – это то, на что необходимо обращать внимание, особенно когда речь идет о платной рекламе. Вот что нужно знать, чтобы использовать их для увеличения количества кликов и конверсий с ваших платных объявлений.

Что такое vanity URL и как они используются в платных рекламных кампаниях

Vanity URL – это настраиваемые URL-адреса, которые являются произносимыми, маркированными, а также запоминающимися.

Они могут содержать ключевое слово, название бренда или продукта или любую другую фразу, которая имеет смысл для компании.

Эти URL-адреса можно использовать в качестве основного URL-адреса, но они обычно используются для перенаправления пользователей на другой сайт или страницу. Например, vanity URL можно использовать в платной рекламе, чтобы направлять пользователей на целевую страницу, или на рекламном щите для привлечения трафика в интернете.

Персонализированные URL vs. URL-адреса домена для платного поиска

Персонализированные URL-адреса не следует путать с URL-адресами домена, особенно в платном поиске.

Вот в чем разница: URL-адрес домена – это ваш фактический URL-адрес, например neilpatel.com.
vanity URL – это фирменный или запоминающийся URL, перенаправляющий на фактический URL, на который вы хотите генерировать клики по рекламе.

Зачем использовать vanity URL вместо URL домена? Такие URL-адреса могут иметь любую информацию, включая призывы к действию, ключевые слова или что-нибудь еще.

Допустим, вы создали рекламу для SEO-инструмента – Ubersuggest. URL-адрес домена для Ubersuggest: https://neilpatel.com/ubersuggest/

Вместо использования URL-адреса домена вы используете что-то вроде: neilpatel.com/FreeSEOHelp (neilpatel.com/БесплатнаяПомощьПоSEO).

Почему это важно в платном поиске? Это небольшое изменение может подтолкнуть пользователя нажать на ваше объявление.

Примеры vanity URL для платной рекламы

Такие URL-адреса могут показаться небольшим изменением. При огромном количестве SEO-стратегий может показаться, что они даже не стоят затраченных усилий.

Давайте взглянем на обычные URL-адреса, чтобы понять, насколько они важны.

Вот реклама на Facebook от Couch Console, нового аксессуара для дивана. Они создали рекламу для продвижения своей кампании на Kickstarter.

Взгляните на URL:

Он показывает, что URL-адрес ведет на Kickstarter, и дает понять, что кампания только что запущена. И может быть очень полезной для вас.

А вот реальный URL-адрес, на который он перенаправляет:

Он длиннее и менее интригующий.

Вот еще один пример из «Интересных находок Тома». URL в платном объявлении: indigogo.com/popular.

Вот URL-адрес, на который он перенаправляет:

Никто никогда не вспомнит 14 строк случайных букв. Это также ничего не говорит о том, куда ведет ссылка.
Персонализированный URL-адрес более понятен, он показывает людям, куда они направляются, и дает представление о том, что они найдут, когда попадут туда.

Почему так важны vanity URL

Наиболее очевидное преимущество использования персонализированных ссылок – они короче, что выглядит лучше, особенно в платной рекламе. Это внушает доверие и позволяет избежать показа пользователям параметров отслеживания.

Персонализированные URL-адреса выглядят лучше, увеличивают показатели кликов и улучшают отслеживание.

Backlinko проанализировал более 11,5 миллиона результатов поиска Google и обнаружил, что более короткие URL-адреса имеют большее преимущество при ранжировании.

Фактически, они обнаружили, что URL-адреса, занимающие первое место в Google, обычно, почти на 10 символов короче, чем URL-адреса, занимающие 10-е место.

Теперь непонятно, почему более короткие URL-адреса ранжируются лучше – возможно, они имеют более высокий показатель кликов или более короткие URL-адреса помогают Google понять, о чем страница. Однако ясно то, что короткие URL-адреса могут дать небольшой толчок для SEO.

Вот еще одно преимущество для SEO: использование ключевых слов в URL-адресах является фактором ранжирования.

Как создать vanity URL для рекламы PPC

Самый простой способ создать персонализированный URL-адрес – это использовать инструмент сокращения URL-адресов. Такие инструменты, как Cutt.ly, упрощают создание сокращенных URL-адресов.

Перейдите на домашнюю страницу Cutt.ly, вставьте свою ссылку, и инструмент предоставит гораздо более короткий URL:

Эта ссылка короче, но она не дает пользователю никакой информации.
Однако, если вы зарегистрируете платную учетную запись, вы получите доступ к персонализированным URL-адресам.
Аналогичным инструментом является также Rebrandly.

Как создать vanity URL для платной рекламы в социальных сетях

Платная реклама в социальных сетях также может принести выгоду от vanity URL по многим из тех же причин. Они могут вызывать доверие и их намного легче запомнить.
Возможно, вы помните время, когда Facebook позволял напрямую редактировать отображаемый URL в рекламе. Их можно было использовать даже для создания CTA.

К сожалению, это больше не вариант. Если вы хотите использовать их в рекламе в социальных сетях, вам нужно будет использовать тот же процесс, что и выше.

Рекомендации по использованию персонализированных URL в платных маркетинговых кампаниях

В платной рекламе конкуренция очень высока. Сокращенные персонализированные URL – это небольшая, но эффективная стратегия, которая может укрепить доверие, увеличить количество кликов и количество конверсий. Их настройка занимает всего несколько минут и может дать некоторое преимущество.

Источник

Explore What a Vanity URL Is and How to Use It Properly

What does “Vanity” URL mean?

Saying it differently, such a personalized unique address or as it is also named “Branded Link,” is a simplified form of long and boring URL. As a result of the transformation, we get a laconic custom-orientated web address.
Every such link includes a name of your domain (your trademark) or some term related to your business. A short original URL such as this attracts the attention of the audience when emerging in social networks and advertisements. How do you get this type of URL? Both users and companies can get such a personalized web address for their profiles on social networks like Facebook, Google Plus, and Twitter after having learned these instructions.

How to use Vanity URLs?

As Vanity URLs are used for business promotion, you should grasp the rules of their usage. Never neglect these three simple regulations when using Custom Short URLs, as they are also called, to make them perform their functions.

What Advantages Can You Get by Using Vanity URLs?

It is amazing how this tiny detail can boost your business. From the first sight, it may seem that a Vanity URL is just a line which is pleasant for the eye, but it has multiple functions which means the game is worth the candle. Get acquainted with the main advantages you can make use of when you have your personalized web address.

SEO promotion and Vanity URLs

As the URL is one of the main heroes in the whole SEO struggle for top ranks, there is an urgent need to devote a separate chapter to how this little tricky thing can contribute to the outcome of the battle.

301 Redirect. This is a command serving to redirect a URL from some determined location to another which refers to the competence of search systems and bots, which thoughts do not influence the link juice. However, from now on a sharable link is at your disposal.

URL containing a keyword. Insert some valuable operative words related to the content on your website into your unique web address. For instance, if the website deals with essay writing help, Writing Help URL is a decent example of a Vanity URL.

Associated Keyword. When you use the combination of one keyword and a keyword related to content on the site or activity you create an association which is further processed by bots as two related issues. As a result, the trademark name is associated with that keyword.

Smart TLD. A Vanity URL helps to find your way to your client due to the brand-associated TLD. If you offer sushi in Toronto, “Toronto.Sushi/best” will serve a worthy personalized link. Thus, your smart web address will attract a person looking for the “Best Sushi in Toronto” to this resource.

How to Get a Vanity URL?

The procedure of creating a Vanity URL is just as short as the branded address itself.
What does a Branded link consist of? There are only three ingredients: the first one is Vanity Domain, the second – URL Slug, the third one – TLD.

Select your Vanity Domain

Choose some reliable service, sign in and select a Domain name corresponding to your business activity to make your Vanity Domain reflect interconnection of your name and content. If you coped with this task, your clients will have no problems with your link identification. The majority of people find this part a tiresome affair but it is worth the efforts. Anyway, if your Muse fails to prompt you some decent example, perform a search of “How to create the best Vanity Domain” and make use of a number of articles with prompts listed by Google.
Now that you know how to make a URL marked “Vanity,” time has come for action. Here you can find a domain corresponding to your needs and learn its price.

Select a TLD

In comparison with the branded Domain name use, this stage offers less complications: just pick out some number of Top Level Domains corresponding to your purposes. Examples of TDL:
Mysite.live – to devote to any live performance, like webinars
Mysite.post – for posts
Mysite.news – to devote to news
Mysite.fun – for funny stuff
Mysite.link – to gather shared material

URL Slug (with a Keyword)

As soon as you’ve made your decision as for Vanity Domain and TDL, move on to the creation your original link. You’ll get the registered domains on your account to help you successfully finish this task.

Nataliya is SEO expert at Sitechecker. She is responsible for blog. Can’t live without creating valuable content about SEO and Digital Marketing.

Источник

Vanity URL: What It Is & How To Get One

Vanity URLs have been long misunderstood, for good reason.

When we got our Google+ vanity URL before Wordstream Technologies, Wordstream Publishing, and Wordstream the game, it was a moment of celebration. We were about to get an unfair advantage over our competitors with our newly acquired gplus vanity URL.

Try searching any brand with a vanity Google URL and you will find that the Google knowledge graph will showcase you over other brands. i.e. Delta Airlines

What is a Vanity URL?

Vanity URL Definition: A vanity URL is an unique web address that is branded for marketing purposes.

Vanity URLs are a type of custom URL that exists to help users remember and find a specific page of your website. Therefore your vanity URLs should be easy to remember, use, and share.

There are many benefits to being the first to claim your vanity URL – and just as many setbacks if someone else beats you to it. Many social media websites such as Facebook, LinkedIn, Twitter, and most recently, Google Plus offer users and brands the option to customize their gplus profile URLs.

Pro tip: Vanity URLs should not be confused with vanity domains, which are domains named after the owner’s name. e.g.

My friend David was beaten to the vanity domain DavidScott.com – which may seem disadvantageous at first, but I think his pentasyllabic name sounds more catchy and memorable.

7 Reasons Why Vanity URLs Are Awesome, Plus Actionable Examples

To get your brains rolling as to how you can take online marking offline and into the real world, I’ve highlighted 7 reasons and some creative ways to use vanity URLs. We’ll be using our newly acquired Google plus vanity URL to showcase these vanity url examples.

1. Easier to Remember

Have you ever recommended a website to someone but they were too lazy to Google it? Worse yet, have you ever found something cool on the web but can’t get the right keyword combination to have it show up on search engines? With an easy-to-remember web address, potential website visitors are less likely to give up before they even reach your website. Plus (hah, get it?), it also looks a lot more pleasing to the eye. This is the reason why URL shortening services like bit.ly and tinyurl are so popular.

2. Builds More Trust

What’s more pleasing to the eye also builds more trust. This is common sense not commonly applied here. Which of these two would I have second thoughts about clicking on?

Here’s how I see it: there’s irrefutable harmony in our new vanity URL – the call to action matches up with a beautifully honest URL. Without a vanity URL for Google plus, you would create a nasty case of cognitive dissonance to the user. Can I really trust a garbled mess of numbers to lead me to where you say it will? Hyperbole aside, establishing trust on the internet is hard stuff.

3. Easier to Share

By being obviously shorter, easier to remember, and more trustworthy, our GPlus vanity URL is also engineered to be more sharable than before. Because it’s made up of words instead of random numbers, we can now share it verbally without reading out the numbers – heck, who would ever read out our old Google Plus URL? In most cases, people would resort to search to find it.

Pro-tip: Want to keep things shorter and simpler without losing trust? Here are the shortest links you can possibly create on the “big 4” of social media in order of brevity.

4. Easier to Use

Now that it’s easy to remember, share, and evokes trust, we’ll actually want to include our Google plus URL when we’re offering options for our fans to follow us.

This is a rendition of what your thank you slides may’ve looked like.

If you’ve seen our webinar thank you pages, you might notice that we’ve never included a method to follow us on Google Plus – simply because it was hard to use. Font sizes or formats have to be changed to accommodate a URL which doesn’t clearly represent what it does. If it’s hard to use internally, it’ll be hard to push out externally to customers. Now that it’s easier to use, we’ll make it available to our growing Google Plus fan base.

5. Empowers Online Sharing

Isn’t it amazing? Just a small cosmetic change can have a huge impact on your marketing efforts. If you have a strong Google Plus brand presence and active community – or you plan to have one – then it’s smart to build a supporting infrastructure around it. Here are some examples of what you can now do that was previously unfeasible because of one dinky, ugly-looking URL.

Corporate Emails

Press Releases

Online Presentation Slides

6. Enables Offline Sharing

We all know that there are tons of ways people find our website online – and you certainly don’t have to be online to hear about a website. There are plenty of places where you can place your vanity URL on your offline promotional materials to encourage more social activity online. While it’s true that companies are now spending less and less on traditional media ads, you’ll never know for sure if there’s an opportunity lost without testing your ideas out to see how effective they are!

Don’t be surprised if these traditional Google advertisements also include a “Learn more on our Google+ Page” in the future since all of Google’s efforts have to be tied to social!

Direct Mail

Magazine Ads

Learn why at Google.com/+Google

Newspaper Ads

Hangout with a Google Ads expert at Google.com/+Google

Brochures

Learn the newest updates at Google.com/+Google

Flyers

Get your FREE advertising dollars via Google.com/+Google

Marketing Promotional Materials (AKA SWAG)

So an SEO copywriter starts to write about some marketing swag he got in a job fair he recently visited…

Pens, pencils, magnets, stress balls, beer opener, beer cap openers, beer bottle openers, yo-yos, yoyo, T-Shirts, Polo Shirts, sweater, mugs, coffee cup, water bottle, environmentally friendly water bottle, reusable bags, environmentally friendly bags, gym bags, USB’s, key chains, keychains, tattoos, temporary tattoos, stickers….(Here’s the SEO joke reference if you don’t get the humor – and dear God I hope WordStream doesn’t start ranking for tattoos.)

Anywhere your brand or website could show up, you could create a call-to-action to get people involved in your social media efforts. Get creative!

Remember, only some of these advertising methods will work for your business – but if you can get your most loyal customers talking, interacting, and sharing your presence online, you’re on the way to building a great customer relationship!

7. Enables Verbal Sharing

Imagine the following scenario: you’re on national television and the host gives you the opportunity to sell your business. Aside from your website, wouldn’t it be sweet if you could capture and engage them through social media?

TV News

“You can learn more about WordStream on our website wordstream.com, find us on facebook dot com slash wordstream, or google dot com slash, plus sign, WordStream” – and if you’re lucky, you’ll have a little display pop-up show on TV. Let’s not leave it to lady luck.

Radio

There’s no trick here. You would never be able to say www dot plus dot google dot com slash b slash one one zero nine six two zero three seven eight nine six zero four one seven two three six seven four *deep breath* and expect your listeners to remember or write down the address AND visit your website.

There’s just no way without an awesome vanity URL.

Word of Mouth

When you’re a brand, you want methods to access your web properties or communities to be as frictionless as possible. The easier it is the more likely people will act on it. Vanity URLs are the start of easier word of mouth sharing, since your customers may choose to visit your brand not through your website, but your presence in social media.

8. Bonus Round: Dominate Your Branded SERP With Vanity URL SEO

It’s no secret that when users are looking for a brand, Google loves to put Google Plus, LinkedIn, and Facebook on the search engine results page. Some SEO’s will even argue that this is in part due to the exact keyword match that you’ve customized in the URL. By having the vanity URL to your brand on multiple web properties, you should be able to dominate your SERP with your own marketing message (and not what Wikipedia has to say about you!).

Pro-tip: If you have a verified Google Plus brand page, the Google Knowledge Graph will give it preference over Google Maps (if you’re a business) or Wikipedia (if you’re a person).

Great Scott, vanity URLs are certainly marketing enablers! Just how did WordStream get one for Google Plus? I’m glad you asked.

How To Get Your Google Plus Vanity URL

In order to be considered for Google’s initial custom URL rollout, you first have to have a verified, active Google+ page with user activity. I believe WordStream is currently the unofficial Guinness Book of World Records holder for obtaining a Google Plus branded URL with just 1054 plus ones – all challengers to his claim are welcome. There are, however, rumors that the minimal requirement is 100 followers, not plus ones.

Then, by the chance of counting your calendar days or nicely asking your Google AdWords account rep if they know a Googler on the vanity URL project that could prioritize your brand, you’ll see this magical grey bar. Legends say that only the chosen few have the luck to access customized URLs on the fabled Gplus network.

Oooh, a delightfully bright blue button! When you click on it, wild glittery unicorns will appear and flash across your screen with amnesia dust.

UPDATE: As of 10/29/2013, Google+ Vanity URLS are now available to all brand pages as long as they meet these minimal requirements.

Pro-tip: Note here that capitalization does not matter. If a visitor types in google.com/+wOrDsTrEaM (God have mercy on your soul if your visitors type in l337 Sp34K) they’ll still reach our branded page.

We also noted two wacky points about Google+ custom URL’s terms of service that were a bit fishy:
1. We reserve the right to reclaim custom URLs or remove them for any reason, and without notice.
2. Custom URLs are free for now, but we may start charging a fee for them. However, we will tell you before we start charging and give you the choice to stop participating first. (Emphasis mine)

These are extremely minor setbacks considering the benefits you’ll be getting, so check that click-wrap agreement and click “Claim URL” unless you would like to Request a different one. If you request a different URL, you’ll have to wait for a verification e-mail from Google; otherwise you’ll be directed to do a final confirmation. Remember, Google only allows one custom URL per page.

With the foresight that this experience could be a blog post, I took the risk for our readers and clicked cancel. The grey bar will still show up on the top of your Google+ page, so rest assured you’re not suckered for not taking Google’s sweet, sweet offer right away.

After confirming your choice, you’ll be directed to google.com/+YourNewVanityUrl/about

Pro-tip: For the techy power web users who have a knack for breaking down the components of a URL because you’re an extremely savvy online marketer, you’ll also notice that…

Those who didn’t notice… well… now you can pretend that you knew this all along!

WordStream’s Obligatory Google Custom URL Celebration

Hopefully by now we’ve convinced you how awesome it is to have your own vanity URL.

On August 13th, Google announced that shorter, customized, and easier to remember Google Plus URLs were going to be rolled out to verified profiles (people) and pages (brands and businesses) on a limited scale for those deemed most important. The first adopters were superstars like David Beckham, Hugh Jackman, and Britney Spears and brands like Hugo Boss, Toyota, and Delta Airlines.

I thought I’d take the opportunity to pat ourselves on our back and remind our “frienemies” (in the same manner iPhone 5 owners do) that we got our vanity URLs earlier than they did*. This also means that they’re in threat of being unable to execute any of the benefits of vanity URLs I’ve just mentioned.

*fan counts are approximations*

Surprising Search Marketing Brand Pages Without Vanity URLs

Search Engine Watch – 3,900 Google plus fans
Search Engine Journal – 2,500 Google plus fans
State of Search – 2,000 Google plus fans
(It’s no wonder that Search Engine Land, which got their vanity URL, continues to take the lead with 39,603 Google plus fans)

SEO Brands With A Significant Google Plus Following Without Vanity URLs

HubSpot – 13,000 Google plus fans
SEO Book – 7,000 Google plus fans
Distilled – 3,700 Google plus fans
Point Blank SEO – 3,200 Google plus fans
Majestic SEO – 2,800 Google plus fans
(I haven’t seen any PPC Brands really leverage Google Plus – WordStream is one of the first to do so!)

SEO’s I Wish Had Their Vanity URLs (Click here to apply)

Rand Fishkin – The CEO of SEOMoz
Matt McGee – Editor of Search Engine Land
Dana Lookadoo – (Do check out her super awesome presentation on Structured Social Sharing)

Widely Followed PPC Experts on Google Plus Who We Think Will Get their Vanity URLs Soon

Want your name off of WordStream’s list? Shoot me an email or tweet once you’ve received your vanity URL and you’ll receive a mystery prize from WordStream.

Claiming your vanity URL is just as important as choosing the name for a brand. So what are you waiting for?

This blog post was from Victor Pan, WordStream’s resident Search Samurai.

Источник