Google’s URL shortening service – goo.gl – supports custom aliases just like bit.ly and tinyurl.com but it appears that they have enabled this feature only for internal use.

For example, the URL goo.gl/mattcutts will take you straight to Matt Cutts’ blog.

Some people have managed to reverse-engineer the goo.gl API by reading the Google Toolbar’s request ( like this bookmarklet) but that doesn’t support the custom alias yet.

Google Short URLs on Twitter