The URL Shortner can reduce the length of any web address. For example, this long URL...
https://www.rcpsg.ac.uk/college/this-is-what-we-stand-for/inclusivity
...can be reduced to:
http://rcp.sg/inclusivity
This can be useful for printed materials and other advertising where long URLs are difficult to remember.
The "keyword" is the characters after http://rcp.sg/keyword. If you leave the "Custom Keyword" field blank, the system will randomly generate the keyword.