With already almost 90 per cent of UK search engine market share, it appears that Google just want more. Now Google are turning their hand to the short URL game. The search engine has launched its own URL shortening service called "goo.gll."

The URL shortener service - which squeezes a long URL into fewer characters – is commonly used by people who want to share links online such as micro-bloggers and Twitter users. But it seems Google’s goo.gl has many other benefits. The URL's are now automatically checked to detect sites that may be malicious and Google promises a top speed service.

At the moment it is only being used for Google Toolbar and Feedburner, but Google announced it could well be launched for a wider audience.

But it seems Google are not the only one who want a piece of the short URL pie. Many other platforms are developing their own shorteners for long domains and URL paths in house, such as Facebook and Digg. Facebook's "Fb.me" is currently being used for URLs on its mobile interface.

So it looks like bit.ly – the most widely-used URL shortener – may have to fight hard against its new competition.

Let the games begin!