Vanity URLs

A vanity URL is a short, memorable and pronounceable URL used to easily guide a user to your web content. Larger websites, much like the Baltimore County website, inevitably include deep folder levels resulting in long URLs.

Example: https://www.baltimorecountymd.gov/departments/pai/code-enforcement/bring-your-own-bag

Most of the time, this doesn't make it difficult for users to find a page because of search engine optimization (SEO) and including relevant links in body content. However, sometimes a shorter URL is needed if a user is being driven to web content via non-digital media, such as postcards and billboards.

Example: baltimorecountymd.gov/byobag

WHEN A VANITY URL IS APPROPRIATE

Not every page needs a vanity URL. But, if a specific webpage is part of a larger marketing campaign that includes various types of advertising, a vanity URL may be warranted. When considering a vanity URL for a specific webpage, think about the following:

  • Am I driving traffic to the webpage through print media, such as postcards, posters, billboards, etc.?
  • Is this page part of a larger campaign?
  • Do I want this page to be memorable and want users to return?
  • Is the URL text I'm requesting clear and easy to understand?

If the answer is "yes" to all of the above questions, then a vanity URL is appropriate for your needs. When submitting a request to Web Services, include a few options in case one of the choices is already in use, or doesn't fit the needs for SEO or meet the industry standards for a vanity URL. Web Services has the final approval on the implementation of a vanity URL.

POLICY AND STANDARDS

A vanity URL may be created for an already existing or soon-to-be-published webpage on the Baltimore County website. If a vanity URL is requested for a web application, then a webpage will be created on the website first. Once the page is created, it will link to the web application and the vanity URL will be created for the webpage, not the application.

The Baltimore County website .gov domain presents an authoritative and authentic brand for users. When they reach the website, they feel secure that they are in the correct place and a .gov domain is not easily obtained, such as with a .com. Sometimes web applications have obscure URLs and limited styling options. This can potentially make a user feel unsure of whether where they are located is actually an authentic Baltimore County web presence. By coming to the website first, they know that the link they selected is taking them to an approved and secure application for them to conduct their business.

This also helps with SEO by making it easy for users to find content and presents introductory content that explains what they will find upon selecting the link. Lastly, it keeps content in one location for easy updates. If content is presented in two places, oftentimes it gets updated in one location and not the other. This can create a trust issue for the user when information doesn't match.

SWITCHING A VANITY URL TO ANOTHER PAGE

In most circumstances, this is not recommended. It can create indexing issues with search engines and confuse users. If requesting to switch a vanity URL from one page to another, you are required to submit a written justification to Web Services explaining the need for the change and the plan for how to manage users' inquiries, should problems arise.