Google has a cool URL shortener: goo.gl. On the whole, the service will be familiar to users of other shortening services such as bit.ly or tinyurl. Like bit.ly, Google has also adopted the concept of individual users, so that in effect you can make your own unique shortened version of a URL (rather than everyone having the same shortened code for the same site). The whole point of this is to aid analytics, so that you can see which particular user's shortened link is generating traffic etc. This is a nice touch, but not really a unique one to get super excited about.