What is URL Masking?

URL masking, also known as URL cloaking, is a term you might have come across in the realms of web development and digital marketing. It’s a fascinating yet often misunderstood aspect of online operations. This article aims to clear the fog, explaining what URL masking is, how it works, and how to use it.

What is URL Masking?

URL masking is a technique used to display a website’s content under a different URL than the original website address. It’s often used to make the website’s URL more user-friendly or to hide the original URL for various reasons, such as to prevent users from bypassing certain security measures or redirecting traffic to another site.

URL masking involves creating a webpage or a subdomain on a server and then redirecting the user to the original website while keeping the masked URL in the address bar.

While URL masking can be useful in certain situations, it can also be abused for malicious purposes, such as phishing attacks or redirecting users to harmful websites. Therefore, using URL masking carefully and only in legitimate cases is important.

How does it work?

URL masking primarily involves two components: DNS (Domain Name System) and an HTML frame or iframe. Here’s the step-by-step process:

  • Domain Name System (DNS) Settings: The first step involves the domain settings. When a user types in a URL, the DNS looks up the corresponding IP address to find where the website is hosted. In URL masking, the DNS is set to point to a hosting service that serves an HTML frame instead of the intended website.
  • HTML Frame or Iframe: This frame contains the content from the actual URL the user is supposed to navigate to. The main page URL remains the same, while the frame content changes depending on the actual page the user navigates to.
    Thus, URL masking can be thought of as a sort of ‘sleight of hand.’ The user thinks they’re at one place (as indicated by the URL), but they’re actually somewhere else (as indicated by the frame content).

url masking

When should you mask a URL?

While there is no single situation that definitively requires URL masking, it can be used for marketing purposes. A website may have an old domain name that requires masking to maintain unified branding. It may also help with creating a seamless user experience.

The main situations in which URL masking may be used include:

  • Security & Privacy
  • Marketing
  • Unified Branding
  • Shortened Or Memorable URLs

Advantages and disadvantages of URL Masking


  • Creates user-friendly and easy-to-remember URLs
  • Promotes branding by displaying a custom URL that reflects the brand or business name
  • Increases click-through rates in affiliate marketing by hiding the original affiliate link
  • Helps protect sensitive information and prevents users from bypassing certain security measures
  • Provides a more seamless user experience by hiding complex or unattractive URLs
  • Enables website owners to change the appearance of the URL without changing the actual website
  • Helps to track website traffic and visitor behavior more accurately by using custom URLs
  • Provides more control over how the website is presented to users and enables customization based on user preferences


  • Can mislead users by displaying a different URL than the actual one, which can be harmful if it leads to phishing attacks or redirects users to malicious websites
  • Can hide the actual destination of a link, leading to a lack of transparency and mistrust among users
  • Can lead to duplicate content issues if the same content is displayed on multiple URLs, which can dilute the search engine ranking
  • Can be used to hide low-quality content or spammy links, which can lead to penalties from search engines and a decrease in website rankings
  • Can lead to indexing issues if search engines are unable to properly index the original URL
  • Can confuse users who want to bookmark or share the page, as they may not be able to access the page directly by entering the custom URL


URL masking is considered a black hat SEO technique and can harm your website’s reputation and search engine ranking. Instead, use URL shortener services for shorter URLs on social media, and opt for 301 redirects to maintain SEO value when redirecting links. Understanding the drawbacks of URL masking is crucial, and it’s best to avoid it and explore alternative solutions.


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