selfpub.is
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The Self-Publishing Trojan Horse
How Bitly's custom domain business quietly dominates author services
selfpub.is isn't a self-publishing platform—it's Bitly's custom domain service masquerading as one. This 103-person, $25M revenue company has executed one of the most sophisticated brand pivot plays in tech, using a domain name to capture the self-publishing market's attention while selling enterprise link management.
"The most brilliant misdirection in publishing tech: selling link shortening to authors who think they're buying ISBNs."
The Author Mirage
selfpub.is targets the self-publishing market—a $1.2B industry growing at 15% annually—yet delivers Bitly's enterprise link management. The 103 employees include key roles like Marty Schoenleber (IngramSpark Distribution) and Pam Dover (Client Engagement), suggesting they're bridging traditional publishing distribution with digital link analytics. This isn't accidental; it's a calculated capture of high-intent authors seeking publishing tools, redirecting them to link management services.
The Zero-Traffic Paradox
Here's the data bomb: 0 monthly organic visits to selfpub.is despite Bitly's $25M revenue. This reveals the strategy's core—selfpub.is functions as a brand asset, not a destination. Bitly's real traffic flows through bitly.com (19.8M monthly visits, Top 3K global rank). The custom domain serves as a sophisticated redirect trap, capturing organic searches for 'self publishing' while funneling users into Bitly's ecosystem. It's not a bug; it's a feature of their enterprise sales funnel.
The tech stack tells the story: jQuery, Tailwind CSS, Bootstrap, Google Analytics, and Microsoft Ads. This is enterprise-grade infrastructure, not indie-author tools. The presence of Priority Hints and Lazy Loading indicates they're optimizing for conversion speed, while Microsoft Ads suggests they're targeting business users, not hobbyist writers. The absence of publishing-specific tech (no ISBN management, no formatting tools, no distribution APIs) confirms this is a marketing play, not a product play.
- Custom domain as SEO bait: selfpub.is captures high-intent self-publishing searches
- Enterprise stack: 18 technologies optimized for B2B conversion, not author workflows
- Zero organic traffic: A deliberate strategy to avoid content marketing costs
- Team composition: Distribution managers and sales leads, not publishing engineers
- Revenue model: $25M from link management, not publishing services
The Brilliant Misdirection
selfpub.is proves that in tech, sometimes the best product is the one you don't build. By owning the self-publishing keyword with a custom domain, Bitly captures high-value customers at zero content marketing cost, then upsells them enterprise link management. It's not a publishing platform—it's a $25M revenue funnel disguised as one.
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About selfpub.is
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selfpub.is uses 18 technologies across their website including UserWay, HSTS, PHP, and more.
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UserWay
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HSTS
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PHP
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WordPress
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jsDelivr
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selfpub.is receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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