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A URL shortener, also known as a link shortener, seems like a simple tool, but it is a service that can have a dramatic impact on your marketing efforts. Link shorteners work by transforming any long URL into a shorter, more readable link. When a user clicks the shortened version, they’re automatically forwarded to the destination URL. Think of a short URL as a more descriptive and memorable nickname for your long webpage address. You can, for example, use a short URL like bit.ly/CelebrateBitly so people will have a good idea about where your link will lead before they click it.