Pros & Cons of Free Blogging Platforms
Last week, I found myself in a familiar conversation with a business owner who had been has brilliant advice but no platform outside of Meta. They have valuable insights to share, a clear target audience, and genuine expertise that could help others. But their blog remains unwritten, their audience unbuilt, and their authority (outside of the Meta-verse) ungrown.
The reason for this is they have been stuck debating whether to start on Notion as a blog, or wait until they can afford a custom website.
The Domain Authority Dilemma
Let's address the elephant in the room. You have probably heard that platforms like Notion, Substack etc aren’t the best for SEO. And yes, building content on platforms like Notion, Substack, or Medium means you're contributing to someone else's domain authority rather than your own.
When Google evaluates your content, it has to trust both the platform and your specific voice within it. It's like being a talented performer in someone else's theater - you might deliver an amazing show, but the venue gets some of the credit.
But there's another layer to this challenge. Google has become increasingly skeptical of subdomains and free platforms (and honestly, for good reason) The affiliate marketing world has unfortunately spammed these platforms mercilessly, flooding them with low-quality, keyword-stuffed content designed purely to game search rankings. This means Google now scrutinizes new content on these platforms much more heavily.
The unfortunate result is that your genuinely valuable content gets caught in the same skeptical net as the spam. It's not that ranking is impossible on these platforms, it just takes significantly more time to prove your worth and build trust with Google's algorithms.
From a pure SEO perspective, owning your own domain gives you complete control over your digital real estate and starts with a cleaner slate. Every backlink, every piece of authority you build, and every search ranking improvement flows directly to your brand. It's the difference between renting and owning.
But here's what the "you must have your own domain" crowd often misses: starting imperfectly beats not starting at all.
The Paralysis of Perfectionism
I've watched brilliant business owners spend months researching hosting providers, comparing WordPress themes, and getting overwhelmed by technical decisions while their competitors quietly build audiences and establish authority. They're so focused on creating the perfect foundation that they never lay the first brick.
Meanwhile, someone with half their expertise but twice their willingness to start imperfectly is already:
Publishing valuable content weekly
Building an email list of engaged subscribers
Establishing themselves as a thought leader
Generating leads and sales from their content
The irony is that by the time the perfectionist launches their "perfect" website, the action-taker has already built enough authority to easily migrate to their own domain without losing momentum.
The Best of Both Worlds: Custom Domain on Free Platforms
Here's a pro tip that many people overlook: most free platforms allow you to connect your own custom domain for a small fee or sometimes even for free. For example, you can have your content hosted on Notion or Substack's infrastructure but accessible through yourblog.com instead of yourname.substack.com.
This hybrid approach gives you several advantages:
You start building authority on your own domain from day one
You avoid the spam association issues that plague subdomains
You get the ease and features of the platform without the SEO penalties
Migration becomes much simpler later since your audience is already used to your custom URL
There is usually a cost associated with this but generally less than the cost of setting up a full site on something like Squarespace. It's a small investment that can pay huge dividends in terms of SEO performance and future flexibility.
When Free Platforms Make Perfect Sense
Even without a custom domain, free platforms can be very strategic choices:
Budget Constraints: If you're bootstrapping a business or between jobs, spending money on hosting and design might not be feasible. A Substack newsletter or Notion blog costs nothing but your time and energy.
Technical Overwhelm: Not everyone wants to become a WordPress expert or learn about SSL certificates. If technology isn't your strength, why let it become your stumbling block?
Testing Your Voice: Maybe you're not even sure what you want to write about yet. Free platforms let you experiment with different topics, formats, and posting schedules without financial pressure.
Speed to Market: Free platforms often have built-in discovery mechanisms. Substack's recommendation engine, Medium's distribution network, or LinkedIn's professional audience can help you find readers faster than starting from zero on your own domain.
The Migration Reality Check
Here's something the domain purists don't always mention: migration is possible, and it doesn't have to kill your momentum. With proper planning, you can:
Redirect your content to maintain SEO value
Bring your email list with you
Preserve social proof and testimonials
Transfer the authority you've built over time
I've helped dozens of creators make this transition successfully. Yes, there's some technical work involved, but it's far from impossible, and by the time you're ready to migrate, you'll likely have the resources to hire help.
Your Content Matters More Than Your Domain
At the end of the day, what builds authority isn't your domain extension - it's the value you provide. Consistently helpful, insightful, and well-crafted content will find its audience whether it lives on yourname.com or yourname.substack.com.
Google doesn't rank domains; it ranks content. And readers don't subscribe to URLs; they subscribe to voices that resonate with them.
The Permission You Don't Need
Don't let anyone tell you what you can and can't do with your business. If starting on a free platform gets you writing, publishing, and building relationships with your audience, then that's exactly where you should start.
The biggest risk is never starting at all.
Your expertise is valuable. Your perspective is unique. Your audience is waiting.
So start where you are, with what you have, using whatever platform feels most accessible to you right now. Build momentum. Serve your audience. Create value.
The perfect domain can wait. Your voice cannot.
Ready to start your content journey but not sure which platform is right for you? I'd love to help you think through your options and create a strategy that fits your goals, timeline, and comfort level. Sometimes all you need is someone to help you see that you're already ready to begin. Connect with me for a chat.