Hot on the heels of Facebook's URL-shortening service FB.me, Google has introduced its own link trimmer. Dubbed Goo.gl, Google's shortener is not available through a standalone site, as with similar services like TinyURL and Bit.ly. Instead, the search giant has incorporated Goo.gl into the Google Toolbar and FeedBurner.
As with any of its products, Google has put an emphasis on speed and reliability. The company boasts that Goo.gl uses its scalable, multi-datacenter infrastructure to provide great uptime. Goo.gl is also secure, as it automatically checks shortened URLs for malicious sites and tips users off. While Google already believes its service is quick, the company says it will continue to improve Goo.gl's speed.