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Companies can use their own custom domains to generate shortened links; for example, The New York Times uses nyti.ms and Pepsi uses pep.si. This allows the company to push brand awareness on services such as Twitter but use the Bitly engine to generate the shortened URLs and track marketing metrics. [8]
TinyURL is a URL shortening web service, which provides short aliases for redirection of long URLs. Kevin Gilbertson, a web developer, launched the service in January 2002 [1] as a way to post links in newsgroup postings which frequently had long, cumbersome addresses.
Google URL Shortener, also known as goo.gl, is a URL shortening service owned by Google. It was launched in December 2009, initially used for Google Toolbar and Feedburner . [ 2 ] The company launched a separate website, goo.gl, in September 2010.
In November 2009, the shortened links of the URL shortening service Bitly were accessed 2.1 billion times. [1] Other uses of URL shortening are to "beautify" a link, track clicks, or disguise the underlying address. This is because the URL shortener can redirect to just about any web domain, even malicious ones.
Google Programmable Search Engine (formerly known as Google Custom Search and Google Co-op) is a platform provided by Google that allows web developers to feature specialized information in web searches, refine and categorize queries and create customized search engines, based on Google Search.
In order to assure the security of the links, and to avoid short links pointing to external or dangerous websites, the URL shortener is restricted to services hosted by the Wikimedia Foundation. This includes for example: all Wikimedia projects, Meta, mediawiki.org , the Wikidata Query Service , Phabricator ( full list here ).
According to Gary Briggs, Google's Vice President of consumer marketing, the .co purchase was to help users of the shortened domain, "always end up at a page for a Google product or service." [ 2 ] [ 3 ]
For search engine optimization purposes, web developers often take this opportunity to include relevant keywords in the URL and remove irrelevant words. Common words that are removed include articles and conjunctions , while descriptive keywords are added to increase user-friendliness and improve search engine rankings.
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