The prevailing theory in the dark art of getting to the top of Google is that "Content is King", and given some decent content then a little bit of extra work on the page will result in good search engine results.
Have you ever wanted to mark up a web page so that you could tell someone exactly what you want, or so that you could document a web-based process? It is so easy now!
You might have been told that if your website does not render (or display legibly) on a mobile phone then you are possibly losing a large part of your audience. And in the next breath you might have been told that it costs good money to make this happen. Well, good news ...
So, wou want a short URL for Facebook but can't get 25 people to "like" your site so that you can getr a vanity URL? Or need something short and sweet for Twitter?