Everything you Need to Know about Link and Domain Masking

Key highlights   

• Link masking and domain masking allow website owners to hide destination links while maintaining brand consistency. 
• URL cloaking can improve branding, but it can also harm SEO rankings, create duplicate content issues and potentially mislead users. 
• Best practices like canonical tags, URL shortening services and proper redirection (301/302) help maintain SEO integrity. 
• Domain masking, server-side scripting, proxy masking and URL rewriting help display content under a masked domain. 
• eCommerce, financial institutions and marketing firms use domain masking to enhance user experience and protect brand identity. 
• Improper use of domain masking can violate Google’s guidelines and negatively impact website credibility and search rankings. 

Ever clicked on a link expecting one thing but landed somewhere completely different? That’s the power of domain masking. It’s a technique that lets website owners control what users see in their browser’s address bar while redirecting them to a different location.   

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 and domain masking, weighing their benefits and drawbacks to help you decide if this technique is right for your website.  We’ll also take a detailed at how to mask a URL. 

So, let’s get started. 

What is domain masking?   

Domain masking is a technique used to hide the actual website’s URL while displaying different domain names in the browser’s address bar. 

Users only see the masked domain in their browser, even though the content is hosted elsewhere. Domain masking is also known as URL masking or link cloaking. 

For example, if you have a long or complex URL like:

https://[example.anotherwebsite].au/long-page-name 

You can use the domain masking technique to make it appear as: 

https://[yourbrand].au 

Even though the content is still served from [example.anotherwebsite].au, users will only see [yourbrand].au in their browser. Link masking is closely related to URL redirection, which forwards users from one URL to another. 

Also read: What Is a URL? Understand the Parts, Structure & SEO Benefits 

How is domain masking different from URL redirection?   

Traditional URL redirection (301 and 302 redirects) changes the displayed URL to the new destination in the browser’s address bar. These redirects are classified based on the HTTP protocol, which is essential and forms the foundation for data exchange across the internet. 

In contrast, URL masking allows you to display content from a different domain while keeping your primary domain name visible. The three primary types of URL redirects are:  

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

1. 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.   

A 301 redirect allows you to point one domain name, including a new domain name, to another. This facilitates smoother transitions and ensures that URLs remain operational.   

Also read: How to create 301 redirects in WordPress  

2. 302 temporary redirect   

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

3. URL frame (masked) redirect   

A masked redirect allows you to show content from another domain while keeping your original domain name visible in the address bar. This may be a good idea for certain website strategies.   

When migrating a website to a new domain, the new domain initially lacks SEO authority related to search engine optimisation practices.   

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 site managers opt for 302 redirects during migration in an attempt to bypass these delays. Ultimately, a 301 redirect is the recommended approach for permanent URL changes. 

Related: Find and register a domain name today 

URL forwarding vs. URL masking   

Let’s take a quick look at how URL forwarding is different from URL masking. 

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

What are the types of domain masking? 

Domain masking can be implemented using various techniques, each serving different use cases and security considerations. Here’s an overview of the most common methods:  

Type	Description	Use cases
Frame masking	Displays content in an iframe	Basic redirects, simple displays
Server-side scripting	Fetches content via programming languages	Dynamic content, complex sites
Proxy masking	Routes content through proxy server	Security, content filtering
URL rewriting	Maps URLs internally	Clean URLs, SEO optimization
JavaScript redirection	Redirects using client-side code	Quick redirects, simple implementations

 Let’s take an in-depth look at each of the above types. 

1. Frame masking   

This approach presents a website’s content within an HTML inline 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 utilising link masking.   

2. Server-side scripting   

URL cloaking 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.   

Also read: What is JavaScript? An Introduction to JS for Beginners 

3. 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.   

4. URL rewriting   

URL rewriting involves modifying the URL structure internally through server configurations or .htaccess files. This process of URL rewriting 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.   

Also read: How to Locate, Create and Edit .htaccess file  

5. 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.   

Who uses domain masking?   

A wide range of companies and organisations 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. It keeps the main domain or subdomain visible in the browser’s URL bar. 
• Banks and other financial institutions may utilise domain masking to protect customers from phishing attempts. It also ensures that the users are always routed to the institution’s legitimate website. 
• Non-profit organisations (NPOs) may opt for URL masking to send site visitors to campaign or donation pages. This also helps maintain the original domain or subdomain in the URL bar. 
• Government agencies leverage domain masking to safeguard citizens against phishing schemes. This guarantees that users land on the agency’s official website. 
• Educational institutions 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. This ensures 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 organisation looking to protect its brand’s reputation and ensure that visitors are always directed to a legitimate website can use domain masking.   

When to use URL masking?   

URL masking is particularly useful in situations where branding, aesthetics and tracking need to be optimised while keeping URLs consistent. Below are some common 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 masking. 
• Link shortening/beautification: Long, complicated links aren’t appealing. Some website owners shorten their links with URL cloaking 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. 

Also read: Essential Tools Every Bluehost Affiliate Needs to Succeed  

What are the advantages of domain masking?   

Domain masking provides several benefits that enhance user experience, branding and security for businesses and individuals looking to manage their online presence effectively. 

1. Protects 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 may direct traffic from an unused domain to its main website. This ensures visitors are guided to the correct location online. 

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

2. Preserves 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. It helps protect them from unsolicited contacts or spam.   

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

3. Helps in domain parking   

Domain masking is also useful for making money from 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.   

What are the disadvantages of domain masking? 

While domain masking offers benefits, it also comes with significant drawbacks that can negatively impact user experience, search engine rankings and trustworthiness.    

1. Breaks user trust   

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 may start to mistrust you.   

Internet spammers often use cloaked URLs to conceal harmful content. This is why your visitors may suspect the same for you when they discover masked links.   

Users also 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.    

2. Hurts SEO rankings   

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.   

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. Implementing canonical tags can help signal the preferred version to search engines and mitigate the impact of duplicate content.  

3. Violates Google’s guidelines   

If website owners misuse domain masking techniques, they risk violating Google’s guidelines, which can lead to penalties or diminished search visibility.   

Misleading users or employing black hat SEO techniques can harm a site’s reputation.  

To maintain compliance, it’s crucial to use URL masking correctly. It ensures transparency and ethical practices to protect both user experience and SEO rankings. 

How to mask a URL?   

URL masking can be implemented using various methods. Below are two commonly used approaches to achieve URL masking effectively:   

Using cPanel for domain masking   

This method is suitable for users who have access to cPanel and prefer a straightforward way to implement domain masking. It involves using the ‘File Manager’ to create or modify an ‘index.html’ or ‘index.php’ file to embed an iframe:   

1. Open your ‘File Manager’ and locate ‘public_html’. 

2. Locate the ‘index.html’ or ‘index.php’ file (you can also type ‘index.html’ or ‘index.php’ into your search bar to find the file).  

3. If there is no ‘index.html’ or ‘index.php’ file, create a new file with the same name. 

4. Right-click the ‘index.html’ or ‘index.php’ file and select ‘Edit’. 

5. Copy and paste the following code into your ‘index.html’ file. Make sure you replace [yournewdomain].au 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].au” frameborder=”0″>  
<frame frameborder=”0″>  
</frameset>  
</html> 

6. Save your changes and 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 all of the content of the website page.  

All Bluehost Web Hosting plans come preinstalled with cPanel. With Bluehost, you can customise your URL and manage other day to day website activities with ease. Our 24/7 expert support is always available to guide you if you get stuck in the process. 
 
Want a worry-free hosting experience? Choose Bluehost Web Hosting today! 

Using .htaccess file for domain masking  

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

1. 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/ 

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

3. With this method, when someone visits www.[yourdomain].au/displayedpath, they will see content from www.[yourdomain].au/filepath/original/. 

Typos and small mistakes in your index.html or .htaccess files can break your website. If you aren’t sure about using these files, ask your developer (or hire one) to edit the files for you.   

Also read: How to Hire a WordPress Developer  

What are the best practices for effective URL masking? 

Implementing URL masking requires adherence to best practices that balance branding, user trust and SEO integrity. Here are key recommendations to ensure ethical and effective masking:   

1. Prioritise transparency and user trust   

Always ensure that users are aware of the actual destination of a link. Avoid using URL masking to deceive or mislead visitors. This can damage your website’s credibility.   

2. Evaluate SEO implications   

Search engines may view masked URLs as deceptive and may lead to indexing issues or ranking penalties. To mitigate these risks, properly configure masked URLs or use alternatives such as URL shortening or redirection.   

Yoast SEO plugin, added with Bluehost Web Hosting makes it easy for you to manage canonical tags and redirects of your webpage on the go. 

3. Regularly monitor or test masked URLs   

Test your masked URLs across different browsers and devices to ensure they function correctly. Regular monitoring also helps identify and resolve issues promptly while maintaining a seamless user experience.    

4. Consider alternatives when appropriate   

Sometimes, alternatives to URL masking may better serve your objectives. It includes URL shortening tools, branded short links or standard URL redirection methods. They offer similar benefits without potential drawbacks.   

What are the alternatives to URL masking?   

While URL masking has its uses, it can negatively impact user experiences (UX) and SEO. There are several alternatives to domain masking that can help increase your website’s ranking and performance. It includes:   

• Use canonical tags: Tells search engines which version of a page is the main one.  
• URL shortening services: Makes long URLs look cleaner without hiding the true destination. 
• 301 redirects: Transfers SEO value and prevents duplicate content issues.  
• Use subdomains: Instead of domain masking, use a subdomain like shop.[yourbrand].au to keep things transparent.   

Also read: What is a Subdomain, Why Use One and How Do They Impact SEO? 

Is domain masking important for privacy? 

Domain masking plays a significant role in protecting online privacy. When you register a domain name in Australia, your personal or business information becomes part of the publicly accessible WHOIS database. This includes details such as your name, address, phone number and email address. 

However, domain masking for privacy purposes is different from the URL masking techniques. Domain privacy masking specifically focuses on protecting WHOIS information, whilst URL masking deals with how links appear to users. 

Who needs domain privacy? 

For Australian domain owners, domain privacy is particularly relevant given the country’s strong consumer protection laws. Here’s a list of scenarios where domain privacy is important: 

• Small business owners: To protect personal information, especially for home-based businesses. 
• E-commerce operators: To reduce risks from competitors and fraudulent activities. 
• High-profile individuals: To prevent stalking and unwanted media attention. 
• Non-profit organisations: To protect members working on controversial issues from potential backlash. 
• Security-conscious individuals: To safeguard against cybercriminals and data brokers in the digital world. 

Ultimately, domain privacy is a valuable investment for anyone who values their personal information and wants to restrict its misuse. 

Final thoughts   

While domain masking can be helpful in some cases, it’s important to weigh its benefits against the risks. Misusing it can hurt your SEO, damage trust and even violate Google’s guidelines.  

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.   

Let’s take a quick recap of what we’ve learnt. 

When to use domain masking: 

• Hide affiliate links 
• Shorten complex URLs temporarily 
• Maintain brand consistency 
• Create marketing campaign URLs 

When to avoid it: 

• Long-term SEO strategies 
• Main site navigation 
• When transparency matters 
• Against platform guidelines 

Tools to manage redirects: 

• Yoast SEO – WordPress redirects and canonicals 
• cPanel – Server-level configuration 
• .htaccess – Advanced URL rewriting 
• URL shorteners – Alternative to masking 

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.  

Secure your site with Bluehost’s domain tools and SEO plugins. Explore Bluehost WordPress Hosting to take control of your URL structure today. 

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