How to improve PA of Shortened URLs

[igains]

Why some of shortened urls like bitly/owly/googl has PA>40? I tried everything to improve PA of my shortened urls like facebook shares, retweets and backlinks to them but still i have PA-1.

Checkout this URL: https://moz.com/blog/state-of-links in MOZ OSE and you will many 301 links from shortners 
I asked many seo experts about this but no one answered this question so today subscribed MOZ pro for the solution. Please give me the answer.

[randfish]

I'd highly doubt it. You're spending energy getting a redirect linked-to and indexed, rather than the URL you actually want to rank. Point those links and that effort to the page itself and you'll get a far better return.

[igains]

I got it. One more confusion i have that building and indexing url shortner links are really helpful for high rankings?

[davebuts]

This is what I was trying to say. Thanks, Rand

[randfish]

The shortened URLs will pass any link equity they have to their target, but using a shortener to link to has no added benefit, and the 301 redirect will actually cost you some PageRank leakage according to Google.

[randfish]

Either we haven't crawled any links that point to #2, or the links we've seen to it don't pass any link equity (e.g. they're nofollowed or on pages with meta robots=nofollow, etc).

[igains]

Thanks David for the answer. I think they will pass authority because of high domain authority as i read some blog post that url shortner link passes juice.

[davebuts]

Hi Monu,

It's most likely because Moz hasn't crawled your shortened URLs before - anything that Moz hasn't crawled will report as PA 1.

But don't be too concerned about PA and how long it takes Moz to crawl your links!

And don't think that going through a URL shortener is going to "boost" the link value because it's reported as a higher DA/PA link - it doesn't quite work like that

Cheers,

David

[igains]

Hi Rand, Thank you so much for coming here to answer my question here.

Here is 2 URLs

1. http://bit.ly/2bmUXGy (Da-96, PA-46)

2. http://bit.ly/2pVVQKz (Da-96, PA-1)

Why this happens ?

[randfish]

Hi Monu - shortened URLs generally aren't going to accrue much PA (or much link equity), because many (most) folks who link to them won't link to the shortener but to the URL it resolves to.

I'd also say that there's almost no circumstance I can imagine where it's actually useful or desirable to have a high PA score (or high ranking ability) for the shortened URL. You want the URL that actually resolves -- the one Google will show in its listings -- to get all the links. Shorteners could go out of business or stop redirecting properly or change from 301s to something else to track clicks, and then you'd lose that link equity to the final target. Thus, always better to have it go to the resolved URL.