Today, Google announced that it’s URL shortener is now live to the public. I actually heard the news today on one of the tech site rss feeds I read, however it wasn’t until I read Matt Cutts post about the subject where I was beyond intrigued.
The fact that Google created the URL shortener doesn’t surprise me. Further, the fact that is faster and more secure than the other URL shorteners on the market such as bit.ly and ow.ly. What is fascinating was the fact that Matt discussed how Google’s shortener uses 301/permanent redirects.
What this means, in my humble opinion, is that shortened URLs will now provide the websites they link back to with page strength and domain authority and ultimately could become as valuable as relevant one-way back links. In addition, watch in the immediate future as I believe that the competition will update their products to utilize 301/permanent redirects as well.