Google Introduces URL Shortening


Google has announced the launch of its own URL shortening service. Elegantly enough, the service is named For now it’s being rolled out, but it’s not accessible to just anyone yet.

The new service is designed to cater specifically to users who want to share links across any of the manifold services where character limits are a real restriction, the most obvious, of course, being Twitter. Word of the new service came from the Official Google Blog, where they talk about microblogging and the need to be concise.

For now, the Google URL shortener is only really accessible from the Google Toolbar and FeedBurner, both of which it says it’s felt could benefit from their own URL shortening service. Still, Google has listed a few reasons why it feels that it might be able to offer a few benefits over some other URL shortening setups:

“Stability: Google’s scalable, multi-datacenter infrastructure provides great uptime and a reliable service to our users.

Security: As we do with web search, shortened URLs are automatically checked to detect sites that may be malicious and warn users when the short URL resolves to such sites.

Speed: At Google we like fast products and we’ve worked hard to ensure this service is quick. We’ll continue to iterate and improve the speed of Google URL shortener.”

The blog then goes on to point out that it’s not a standalone service, and that users will only have access to Google’s URL shortening through other services, though for some reason it seems as though that’s a situation that might not last forever.


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