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In a new search engine trend, URLs, when shortened, can play a major role in the Search Engine Optimization (SEO) of a web site. Many SEO experts advise that a URL of the form: leads to better search engine rankings.[1] Google, a leading search engine, has developed a URL shortener to convert longer URLs into short ones. The idea behind this is that, with shorter URLs, the sharing of links between people is made easier, which in turn can increase traffic to a web site.[2]

  2. SEO benefits of Google URL shortner