There's a difference between using a 3rd-party service that provides a value to help deliver your site to your audience more effectively, and using a URL shorte

There's a difference between using a 3rd-party service that provides a value to help deliver your site to your audience more effectively, and using a URL shortener that obscures your site and adds no value to your delivery. Using a URL shortener also means if that URL shortener ever goes down or out, you just lost all those links to your site.