Google gave goo.gl, its Google URL Shortener, its own home Sept. 30. Users can go to the goo.gl Website to shorten URLs and see history and analytics about content they minimized.
Google gave its Google URL Shortener history, analytics capabilities and its
own home Sept. 30, enabling users to shorten URLs from the new goo.gl Website
URLs can be quite long and unwieldy, particularly for Twitter and other
services where character space per post is limited. Hence, the rise of Bit.ly,
TinyURL and other such services.
Google, tired of relying on link-shortening services such as Bit.ly and
TinyURL, built goo.gl as a minimalist link shortener and made goo.gl accessible
to users from its Google Toolbar and
Now the tool is an official Google product with its own Website. Google also
spruced up goo.gl with some features that Bit.ly offers. Users who are logged
in to their Google Accounts will see a history of their shortened links.
By clicking the details link next to any shortened link, users will see
real-time analytics data, covering traffic over time, top referrers and visitor
Google software engineer Muthu Muthusrinivasan said in a blog post
that goo.gl has had near 100 percent uptime
and uses the automatic spam detection the company employs for its Gmail
application, which is used by more than 180 million people.
He also implied that existing link-shortening services lacked the
reliability and security Google required in such a tool.
"With goo.gl, every time you shorten a URL, you know it will work, it
will work fast, and it will keep working," Muthusrinivasan said.
"You also know that when you click a goo.gl shortened URL, you're
protected against malware, phishing and spam using the same industry-leading
technology we use in search and other products."
Eventually, Google will open up an API
for developers to put goo.gl link shortening and analytics in their own
Google doesn't want people to think it is out to kill Bit.ly or any other
service. Google engineer Matt Cutts wrote
"We needed a url shortener for Google itself. And then lots of people
asked for this, so we're opening our own URL shortener to the world. Different
URL shorteners have different philosophies; I view the goo.gl philosophy as
running a tight, fast service without piling on a ton of features."
Google isn't the only Internet power to do this.
its own URL shortener, t.co, to boost security and pave
the way for its analytics offering for commercial accounts later this year.
Facebook is also using
a shortener fb.me internally.