Google URL Shortener: An Overview

Published on April 12, 2023

Google URL Shortener: An Overview

What is a URL shortener?

A URL shortener is an online tool that takes a long URL and converts it into a shorter, more manageable version. This process is accomplished by creating a redirect from the original URL to the new, shorter URL. The primary goal of a URL shortener is to make links more user-friendly and shareable across various platforms.

A brief history of Google's URL shortener

Google URL shortener, known as "," was introduced in 2009 as a simple solution for creating short, easy-to-share links. However, in 2018, Google announced that it would discontinue its URL shortener service, with new users no longer able to create short links as of April 13, 2018, and existing users losing access on March 30, 2019.

Why Use a URL Shortener?

Clean and simple links

Long URLs can be cumbersome and unappealing, especially when shared on social media platforms or within marketing materials. A URL shortener helps create clean, easy-to-read links that are more likely to be clicked and shared.

Increased click-through rates

Shortened URLs are more visually appealing, making them more likely to be clicked by users. This can lead to higher click-through rates (CTR), which can ultimately result in increased website traffic and conversions.

Efficient tracking and analytics

Many URL shorteners offer built-in analytics tools that allow users to track the performance of their shortened links. This can provide valuable insights into how users are interacting with your content and help guide future marketing efforts.

Custom branding

Some URL shorteners allow for custom branding, meaning you can create a unique short URL with your brand's name or logo. This can help improve brand recognition and reinforce trust with your audience.

Google's URL Shortener Alternatives

In the wake of Google's URL shortener discontinuation, several alternatives have emerged to fill the gap. Here are a few popular options:


Bitly is a widely-used URL shortening service that offers a range of features, including custom branded links, analytics, and integration with various marketing platforms. Bitly has both free and paid plans, depending on your needs and budget.


TinyURL is a simple, free URL shortening service that allows users to create short links quickly and easily. While it lacks some of the advanced features of other alternatives, it's a great option.


Rebrandly is a powerful URL shortener that focuses on branded short links. It offers a variety of features, such as analytics, custom domain names, and link management. Rebrandly provides a free plan with basic features, as well as paid plans for advanced users and businesses., part of the Hootsuite platform, is a URL shortening service that integrates seamlessly with social media management. offers link analytics and tracking, making it an excellent choice for businesses looking to analyze their social media marketing performance. To use, you'll need a Hootsuite account, which offers both free and paid plans.

Choosing the Right URL Shortener for Your Needs

When deciding on the best URL shortener for your needs, consider the following factors:

Features to consider

Different URL shorteners offer varying features, such as analytics, custom branding, and integrations. Evaluate your requirements and choose a URL shortener that provides the functionality you need.


While some URL shorteners offer free plans, others may require a paid subscription for access to advanced features. Be sure to compare pricing and determine which option fits your budget.

Ease of use

The user interface and overall experience of using a URL shortener can vary significantly. Opt for a tool that is easy to use and navigate to save time and streamline your link-shortening process.


Although Google's URL shortener is no longer available, a variety of alternatives have emerged to fill the void. By considering factors such as features, pricing, and ease of use, you can choose the right URL shortening service for your needs. With the right tool in hand, you can create clean, shareable links that increase click-through rates, enhance your brand image, and provide valuable analytics.


  1. Why did Google discontinue its URL shortener service? Google decided to focus on other services, such as Firebase Dynamic Links (FDL) for app developers, which led to the discontinuation of the URL shortener.

  2. Are there any security concerns with using a URL shortener? While shortened URLs can be used maliciously to hide harmful links, most reputable URL shorteners have measures in place to detect and block such activities.

  3. Can I customize my short URL to match my brand? Yes, many URL shorteners, such as Bitly and Rebrandly, allow users to create custom branded short links.

  4. Do URL shorteners impact SEO? Using a URL shortener typically does not have a direct impact on SEO, as most services use a 301 redirect, which transfers link equity from the original URL to the shortened one.

  5. Can I track the performance of my shortened URLs? Yes, many URL shorteners offer built-in analytics tools that allow users to track the performance of their links, providing insights into clicks, traffic sources, and more.