Google Introduces an Official URL Shortener for Google Pages Only

For awhile, Google's been using their own shortener to compress long links, but as of today they'll be using a different shortener, However, the goal behind is not to provide another URL shortener for you to create short links. Instead, it's a service that only Google can use to shorten links to their own pages—that way, when you see a link, you know that it's coming from a trusted source and you can click on it. For your own links, you can still use, but just know that when you see a link around the internet, it's coming straight from Google and is safe to click on. [Official Google Blog]