A back half is the part of the link that comes after the domain. Sometimes they are called slugs or slashtags.
Customizing the back half adds to the uniqueness of your branded link. While your domain represents your brand, the back half can represent the content you're sharing and indicate where someone will arrive when they click the link.
When you customize the back half of your branded link, use these tips to attract more clicks.
Make it memorable.
Use benefit-driven or compelling words that reflect your content.
Keep it simple so that users won't overlook it.