In September 2010, Google launched its public URL shortener, goo.gl to help shrink up long unwieldy URLs. Today, as on July 18th, Google is announcing a new URL shortcut that will only link to official Google products and services: g.co.
"The shorter a URL, the easier it's to share and remember. The downside is, you often can't tell what website you're going to be redirected to. We'll only use g.co to send you to webpages that are owned by Google, and only we can create g.co shortcuts. That means you can visit a g.co shortcut confident you will always end up at a page for a Google product or service," Google stated.
Google said, there's no need to fret about the fate of goo.gl; we like it as much as you do, and nothing is changing on that front. It'll continue to be our public URL shortener that anybody can use to shorten URLs across the web.
[Source: Google blog]