I would use a URL shortener that included some description of the destination site. Perhaps just the domain name minus the top level. So something like: xx.yy/

I would use a URL shortener that included some description of the destination site. Perhaps just the domain name minus the top level. So something like: xx.yy/nytimes-unique identifier The shortness of the URL doesn't really matter all that much does it? From what I can tell they are used mostly for stat tracking. People are still mostly clicking or copy/pasting them. 5-8 more characters isn't going to hurt.