if you have a link address that;s too long, and you'd like to replace it with one that's shorter and fits better, this will keep your original destination but point to it with a shorter name.. So instead of writing "Go HEEEEEEEEEEEEEEEEEEERERERERERERERERERERERERERERREREREREREREEEEEEEEEEEEEERERERERERERERERERERERRERERERERE" you get "Go Here", which works the same but looks better.

You put in a HEEEEEEEEEEEEEEERE and it gives you a HERE that goes to the same site.