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see the developer's guide, "WebCenter Sites URL Assemblers" , u can build u friendlly url.
1. As per my knowledge, I consider all pretty URL/ Friendly URL/ Vanity URL are one and the same, those are nothing but a clean URL which readable and understandable.
2. Creating pretty URL can be achieved in Oracle WCS 11g or FatWire ContentServer (any version) by 2 following ways:
a. Create your own custom URL assembler which provides complete flexibility of creating any URL required without any extra installation or configuration. For more details, please read the developer guide from Oracle documentation site.
b. Using GSF: This requires extra installation apart from Oracle Webcenter Sites or FatWire and that's too much tedious work to do. After successful installation, creating pretty URL is easy. GSF also supports content tagging like we have in many article sites.
I have worked with both and found that its more easy to make own custom URL assembler.