Not to be outdone by Google's foray into the URL shortening space, Facebook is testing it own URL shortener, which will initially focus on its mobile application. Beyond joining the compressed URL
bandwagon, asks Search Engine Land, "the question is what are the direct and indirect benefits to Google and Facebook in creating these tools?" For one, having more traffic pass through one's site and
toolbar is always nice. Removing the need to go "off site" or elsewhere to accomplish a particular function serves one's interests, too. Oh, and then there's all the juicy analytics and social media
insights that can be gleaned, and waved before advertisers' noses.
Read the whole story at Search Engine Land »
