Short URL procedure

Intent

This procedure provides clear direction for creating, changing and deleting short URLs.

Scope

RMIT staff members who require short URL redirections for campaign purposes.

Exclusions

This procedure does not apply to external websites

Procedure steps and acitons

Timeline

Requests for short URLs are processed within ten working days of receiving the request.

Requests for page redirections are processed within ten working days of receiving the request.

Creating a short URL

Procedure (including Key Points)

Responsibility

1. Planning
1.1 Review needs

Common uses of short URLs include:

  • marketing or promotional campaigns
  • conferences or large events
  • posters and billboards
  • radio advertisements where the URL is read aloud
1.2 Review standards

The proposed short URL should adhere to the following standards:

  • Use lower case only and include only alphanumeric characters, with no hyphenation, underscores or spacing.
  • Ensure that it reflects the primary focus of the content or functionality. For example, http://www.rmit.edu.au/staff/professionaldevelopment is preferable to http://www.rmit.edu.au/staff/development.
  • Write out acronyms in full, unless this renders the URL too long for its target audience to remember or the acronym is well-known to the target audience (for example, USA).
  • Refer to the Creating Text ContentProcedure and Writing for the Web Guidelines for best practice

Note:

  • Until the short URL is approved, RMIT staff members must not use the short URL on any collateral.
  • Before sending the request, it is important for the requester to test the URL to see whether it is in use. Digital and Customer Experience Strategy also checks this on their logs once the request is received.
  • Allow a minimum of four weeks lead-time ahead of your request to create a short URL.


Web Manager

2. Submit request
Submit the Short URL Request to Digital and Customer Experience Strategy with the following supporting information:

  • the proposed short URL
  • a description or example of the page for which it will be used
  • an explanation of why the (longer) URL automatically assigned by the system cannot be used
  • a description of the collateral on which the short URL will be used (including marketing collateral)
  • any previous use of the short URL, including by other areas of the university
  • the target audience
  • the timeline for creating the short URL
  • the expiry date of the short URL (this can be subject to review)
  • the name and position of the Content Owner of the short URL (ie, person who will be managing the campaign)


Web Manager

3. Review and approval

3.1. Review

Digital and Customer Experience Strategy reviews the request according to the following criteria:

  • the impact on search engine optimisation (SEO)
  • the size and composition of the target audience
  • the media to be used to promote the short URL
  • how the short URL may have been used previously – to identify any possible conflicts
  • the potential negative impact if a system-assigned (longer) URL is used

3.2 Approval
Digital and Customer Experience Strategy provides a written response to the site owner within 10 working days and adds the short URL to the Short URLs Register.


DIGITAL AND CUSTOMER EXPERIENCE STRATEGY (Site Editor)

4. Creation
Once approved, Digital and Customer Experience Strategy informs ITS. ITS is then responsible for creating implementing the short URL.


ITS

Changing a short URL

Procedure (including Key Points)

Responsibility

1. Planning

1.1 Review needs

A short URL may need to change because:

  • the wording of the current short URL makes the site difficult for users or search engines to locate
  • the current short URL is not suitable for a marketing or promotional campaign
1.2 Review standards

Use the following standards when specifying short URL names:

  • Only use alphanumeric characters.
  • Do not use hyphenations, forward slashes or back slashes.
  • Refer to the Creating Text Content Procedure and Writing for the Web Guidelines for guidance on how to structure short URLs for the RMIT web presence.

Note:

  • Before sending the request, it is important for the requester to test the URL to see whether it is in use.
  • Allow a minimum of four weeks lead time ahead of your request to change a short URL.

Content Owner

2. Submit request

Submit the Short URL Request to Digital and Customer Experience Strategy with the following supporting information:

  • the proposed short URL
  • the Content Owner
  • a description or example of the page for which the path will be used

Content Owner

3. Review and approval

3.1 Review

DIGITAL AND CUSTOMER EXPERIENCE STRATEGY reviews the request. When two or more requests propose the same address, primacy is given to:

  • pages with an external audience
  • pages with a large audience
  • marketing campaigns, then academic departments or disciplines
3.2 Approval

DIGITAL AND CUSTOMER EXPERIENCE STRATEGY sends a written response to the request within ten working days.


Digital and Customer Experience Strategy (Site Editor)

4. Creation

  • When approved, DIGITAL AND CUSTOMER EXPERIENCE STRATEGY requests implementation by ITS.
  • DIGITAL AND CUSTOMER EXPERIENCE STRATEGY records/updates the Short URL Register with the new short URL.


ITS


Digital and Customer Experience Strategy

Deleting a short URL

Procedure (including Key Points)

Responsibility

1. Review

DIGITAL AND CUSTOMER EXPERIENCE STRATEGY will periodically review the short URL list and may determine deletions based upon:

a) Deletion status, such as the:

i)Expiry date of short URL has been reached

ii)Target website/web pages have been deleted or archived

b) Breach of policy in the target website, such as:

i) Code of Conduct or Acceptable Use of Information and Communications Technology Resources Policy.

ii) Brand (Visual Identity) Policy.

iii) Creating Text Content Procedure.

iv) Web Accessibility Policy.

v) Web Content Policy, in particular it duplicating or contradicting existing content on the RMIT website.


Digital and Customer Experience Strategy (Site Editor)

2. Advise

Before deleting any short URL, DIGITAL AND CUSTOMER EXPERIENCE STRATEGY contacts the website owner to review their ongoing needs for the URL.


Digital and Customer Experience Strategy (Site Editor)

3. Delete

DIGITAL AND CUSTOMER EXPERIENCE STRATEGY deletes the short URL and consults with ITS on removing the now-redundant redirection settings.


Digital and Customer Experience Strategy (Site Editor)

[Next: Supporting documents and information]