Everything You Need to Know About Link and Domain Masking

Link masking, domain masking and URL masking are vital strategies in managing web traffic and user experience online. These methods allow website owners to control what users see in their browser’s address bar while directing them to different locations, maintaining brand consistency, or shortening long, unattractive URLs. 

But while link masking can protect privacy and streamline links, it has its downsides, particularly in terms of user experience and SEO. In this guide, we explore the ins and outs of link masking, URL cloaking and domain masking, weighing their benefits and drawbacks to help you decide if this technique is right for your website. 

What link masking is 

URL masking, also known as link cloaking, falls under the umbrella of URL redirects. 

Understanding URL redirection 

URL redirection directs visitors from your website’s domain to an alternative destination URL. These redirects are classified based on the HTTP protocol, which forms the foundation for data exchange across the internet. 

The three primary types of URL redirects are: 

• 301 (permanent) redirect 
• 302 (found/temporarily Moved) redirect 
• URL frame (masked) redirect 

301 permanent redirect 

A 301 redirect is implemented when the target URL of a webpage changes permanently. This is typically used during alterations in URL structure or when transitioning a website to a new domain name. Often combined with a CNAME record, a 301 redirect allows you to point one domain name to another, facilitating smoother transitions and ensuring that URLs remain operational. 

302 temporary redirect 

A 302 redirect temporarily sends traffic to a new URL for a limited time. Developers frequently use 302 redirects for purposes such as A/B testing or maintaining a consistent user experience while making temporary adjustments to pages. 

URL frame (masked) redirect 

Unlike 301 and 302 redirects that display the new destination URL in the browser’s address bar, a masked redirect allows you to show content from another domain while keeping your original domain name visible in the address bar. 

When migrating a website to a new domain, the new domain initially lacks search engine optimization (SEO) authority. Implementing a 301 permanent redirect can transfer approximately 90% of the old website’s authority to the new domain name. However, Google requires verification of the new website, which may introduce delays as the new domain is reindexed. Some webmasters opt for 302 redirects during migration in an attempt to bypass these delays, but ultimately, a 301 redirect is the recommended approach for permanent URL changes. 

What URL masking is 

Both 301 and 302 redirects change the displayed URL to the new destination in the browser’s address bar. In contrast, URL masking allows you to display content from a different domain while keeping your primary domain name visible. This technique is also known as URL cloaking or domain masking. 

Related: Find and register a domain name today. 

With URL masking, the URL of your homepage (your domain name) serves as the URL for every website page. The “mask” means that the address bar does not show the actual URL of the content being displayed, making users believe they are on a specific domain when they are actually viewing content from another. 

While URL masking can offer certain advantages, such as maintaining brand consistency, it may only sometimes provide the best user experience. 

Alternatives to URL masking 

URL masking presents several user experiences (UX) and SEO problems.  

The good news?  

There are several options you can take advantage of to increase your website’s ranking and performance, including: 

• Manage separate domains and create links between them. 
• Combine content onto one domain and permanently redirect old links. 
• Use canonical links to avoid being penalized for duplicate content. 
• Use a URL shortening service provider to beautify long URLs. 

Types of URL masking 

Several techniques can be employed for URL masking: 

Domain masking 

This method uses a domain or subdomain to direct users to another URL. It’s often implemented to shorten complex, long links, making them more user-friendly, or to hide the actual destination of a link through domain masking. 

Frame masking 

This approach presents a website’s content within an HTML frame or iframe while the original URL stays in the browser’s address bar. Although the content is pulled from another website, it gives the impression that it originates from the initial URL, thereby utilizing link masking. 

Server-side scripting 

URL masking can also be achieved through server-side scripting languages such as PHP, ASP, or JavaScript. When a specific URL is requested, the server-side script fetches content from another location and displays it under the original URL, maintaining the initial URL in the address bar. 

Proxy masking 

This technique uses a proxy server to fetch content from a different URL and display it on the original page. When a user visits the masked URL, the request is forwarded to the proxy server, which retrieves the content from the hidden destination and serves it to the user. This creates the illusion that the content resides on the original URL through proxy masking. 

URL rewriting 

URL rewriting involves modifying the URL structure internally through server configurations or .htaccess files. This process maps a user-friendly URL to the actual one behind the scenes, ensuring that the original URL remains visible while displaying content from another location. 

JavaScript redirection 

JavaScript can be used to hide the original URL while rerouting users to an alternate website. When the original URL is accessed, JavaScript executes a redirect to the desired destination, but the browser continues to display the original URL in the address bar during the transition. 

It’s important to note that the effectiveness, security and compatibility of these URL masking techniques can change based on the browser and device being used. Always evaluate the best method for your specific needs to ensure an optimal user experience. 

Why use domain masking 

Protecting your brand’s reputation 

One of the chief reasons for adopting domain masking is to protect a brand’s online identity. For example, a business that owns multiple domain names might direct traffic from an unused domain to its main website.

This approach helps eliminate confusion and ensures that visitors consistently arrive at the intended site. Additionally, link masking is commonly utilized to obscure affiliate URLs, making them appear as though they originate from the website’s primary domain instead of being external links. 

Preserving privacy 

A crucial function of domain masking is to safeguard the privacy of the website owner. Some proprietors may prefer to keep personal or business information hidden from the publicly accessible WHOIS records.

By implementing domain masking, sensitive details are replaced with information from the domain masking service provider, adding a layer of privacy and protecting the owner from unsolicited contacts or spam. 

Domain parking 

Domain masking is also useful for domain parking, which involves registering a domain without immediately developing a website for it. Instead, the domain directs visitors to a “parking page” that displays advertisements and related links. This can generate revenue for the domain owner, as visitors may click on the ads.

By masking the URL, the parking page can seamlessly appear as part of the main domain rather than an external page. 

Malicious websites 

It’s crucial to recognize that domain masking can also be exploited for malicious purposes. Scammers or spammers may hide malicious websites to make them seem more credible than they truly are. As a result, users should exercise caution when interacting with websites that use domain masking and verify the site’s authenticity before submitting any personal or financial details. 

When to use URL mask 

A website creator or owner may wish to utilize domain mask in the following scenarios: 

• Masking affiliate links: Affiliate links are viewed with suspicion by certain website users who are aware that you would profit from their purchase. So, some people conceal their affiliate links via link cloaking. 
• Link shortening/beautification: Long, complicated links aren’t appealing. Some website owners shorten their links with URL masking instead of changing their domain name or URL schema. 
• Hiding free web hosting URLs: When you use a free web hosting service, the company’s subdomain hosts your website. You don’t get to use your own domain name. Some free web hosting customers use domain masking to hide URLs and make it appear as if their website has its own domain name. 
• Increased tracking: Some link tracking software uses URL masking to conceal tracking tags in the original URL. 

Advantages of URL masking 

The main reason for using URL masking is to hide an undesirable destination URL. Long URLs, subdomains and affiliate links are not the greatest URLs to have in an address bar. 

Therefore, URL masking is used to conceal components that can turn off users, like affiliate IDs and tracking tags. By masking the URL, website owners hope to increase visits, engagement and conversions. 

However, when it comes to overall user experience, the disadvantages of URL masking often outweigh the benefits. 

Disadvantages of URL masking 

URL masking creates UX issues that can harm your website authority and SEO ranking.  

URL masking can create a poor user experience 

You can damage your visitors’ trust by providing a poor user experience if you hide the real destination URL. 

It is easy for users to feel lost on your website if the URL in the address box stays the same when they browse it. Users who see this might start to mistrust you. 

Internet spammers often use cloaked URLs to conceal harmful content. This is why your visitors will wonder what you have to hide when they discover you are masking links. 

Users can’t save or share your content when using masked URLs. Instead, the only thing that gets saved when someone copies or bookmarks the URL is your homepage. 

If you want readers to trust and share your work, you should steer clear of URL masking. 

URL masking negatively impacts SEO 

URL masking not only degrades user experience on your website but also lowers your SEO ranking. 

First, a website page should have a relevant URL for the best SEO results. Because of the lack of relevancy, you will probably rank lower in search engines if you use your homepage URL on every page of your website. 

The second and most significant issue is duplicate content. Duplicate content is defined as any significant portion of content that appears almost the same on two or more domains. 

Your search engine ranking may be lowered by even innocuous duplicate content. 

Search engines perceive two websites with the same content when you use URL masking. Because search engines are unsure about which domain to display in the results, they typically reject both. 

Google may delete your website entirely from its search results if it determines that you are using cloaked URLs to trick users. 

As an alternative to URL masking, we advise you to utilize URL redirection to prevent duplicate content concerns. 

Those who want to shorten or beautify long URLs can use a URL-shortening service. SEO is unaffected by these links because they are handled as 301 redirects. 

Difference between URL forwarding and URL masking 

URL forwarding	URL masking
Redirects users from one web address to another.	Hides the actual web address and shows a different one.
The destination URL is visible in the address bar.	The original URL remains visible in the address bar.
Used for either permanent or temporary redirection of URLs.	Creates the illusion that the content is served from the original URL.
Commonly uses 301 or 302 redirects.	The method depends on the specific implementation and configuration.
May not retain the original branding since the new URL is displayed.	Maintains branding by keeping the original URL visible.
Doesn’t conceal affiliate links.	Can mask affiliate links, offering a more seamless user experience.
Passes SEO value to the redirected page.	Could be viewed as a black hat SEO tactic, potentially harming SEO efforts.
Not primarily intended for shortening URLs.	Can be applied to generate URLs that are more readable and concise.
Provides limited tracking options.	Can offer tracking insights, such as click metrics and more.
Users are made aware they are being redirected to a different web address.	Users believe they remain on the original URL.

How to mask a URL 

Mask your domain or URL using cPanel 

• Login to your cPanel. 
• Click on File Manager and locate “public_html”. 

• Locate the index.html/index.php file (you can also type index.html/index.php into your search bar to find the file). 

• If there is no index.html/index.php file, create a new file and name it index.html/index.php. 
• Right-click the index.html/index.php file and select Edit. 
• Copy and paste the following code into your index.html file. Make sure you replace yournewdomain.com with the new destination URL. 

<html> 

<head> 

<title>The Title of the Page</title> 

<meta name=”description” content=”Description”> 

<meta name=”keywords” content=”Keyword1, Keyword2″> 

</head> 

<frameset rows=”100%,0″ border=”0″> 

<frame src=”http://yournewdomain.com” frameborder=”0″> 

<frame frameborder=”0″> 

</frameset> 

</html> 

• Save your changes 
• Test the redirect by visiting your original domain 

The steps above outline how to set up a framed redirect from your cPanel admin dashboard. This method uses a full-page iframe to bring content from another document while keeping your domain name in the URL.  

An iframe is an inline content page that populates with content from another HTML source. Iframes are commonly used to load embedded content from websites like YouTube. When you set up a masked redirect, the iframe takes up the entire content of the website page. 

Mask your domain or URL using .htaccess file 

The .htaccess file is an alternative method for masking URLs. Your .htaccess (hypertext access) file contains the server settings for your website directory. 

For URL masking, you need to use the RewriteEngine function.  

Here is what the sample code might look like: 

RewriteEngine On 

RewriteRule ^displayedpath/?$ /filepath/original/ 

When you enter the code, replace displayedpath with the text you want to appear in the URL. Then, replace filepath/original/ with the actual destination URL of the content that should appear. 

With the above method, when someone visits www.yourdomain.com/displayedpath, they will see content from www.yourdomain.com/filepath/original/. 

Typos and small mistakes in your index.html or .htaccess files can break your website. If you don’t feel comfortable making changes to these files on your own, you should ask your developer (or hire one) to edit the files for you. 

Marketers and developers use URL redirects for several reasons. Redirects maintain a consistent website experience when you migrate to a new domain or change your URL schema.  

You can use masked redirects or URL masking for short-term marketing benefits, like beautifying domain names and hiding affiliate links. However, given the UX and SEO disadvantages, it’s best to avoid cloaking links. 

Bluehost is a web hosting company that you should consider if you want a fast and reliable website. We offer a range of hosting plans catering to the different needs of website owners. We provide managed WordPress hosting plans, VPS hosting, cloud hosting and dedicated server hosting at affordable costs. 

Who needs domain masking? 

A wide range of companies and organizations may benefit from implementing domain masking. Below are some examples: 

• eCommerce companies often use domain masking to direct customers to a specific landing or product page, while keeping the main domain or subdomain in the browser’s URL bar. 
• Banks and other financial institutions may utilize domain masking to protect customers from phishing attempts and ensure they are always routed to the institution’s legitimate website. 
• Non-profit organizations (NPOs) may opt for domain masking to send site visitors to campaign or donation pages while maintaining the original domain or subdomain in the URL bar. 
• Government agencies leverage domain masking to safeguard citizens against phishing schemes, guaranteeing that users land on the agency’s official website. 
• Educational institutions might use domain masking to redirect students and faculty members to specific portals or resources while preserving the original domain or subdomain in the address bar. 
• Marketing agencies frequently employ domain masking to guide site visitors to a specific landing page or campaign, ensuring that the original domain or subdomain remains visible. 
• IT companies may use domain masking to direct users to particular services or resources while maintaining the original domain in the URL bar. 

These examples highlight industries that can benefit from domain masking. Generally, any organization looking to protect its brand’s reputation and ensure that visitors are always directed to a legitimate website should consider using domain masking. 

FAQs about domain masking