All actions are selfish (as in, they are done with your own interest, whether it's direct or indirect), but not all selfish acts are to the benefit of one. Sometimes, the best way to help others is to help yourself.
For example: I love my friends. If they are in some kind trouble (finances, family, need advice) it would disturb me. I would try to help them in response to the dread I may feel for them. It can relieve me of any pain I feel for them and help them as well.
"Selfish" selflessness may be more powerful or motivating than ordinary calls for selflessness. I'm many more times compelled to assist or to give to those whose discomfort causes me discomfort. Friends for example. Personally, I don't care as much for strangers besides the usual politeness.