Why Owning Your Platform Matters More Than Ever
When I first started, I didn’t realize how many rules I was letting other platforms write for me. I’m learning that if you don’t control the ground under your feet, you’re always one update away from trouble.
What “Rented Land” Really Means
Building your online presence only on places like Substack, YouTube, Facebook, or even Medium can feel convenient. The audience is there, the tools are there, and you think you’re set. But here’s the catch: those platforms make the rules, and they can change them overnight.
At WA, I’ve seen this hit members when Google pushes a big update. Rankings shift, impressions fall, and the whole community feels the ripple. Even those who own their websites aren’t immune—because if most of your traffic comes from Google, you’re still exposed to their changes. Newer folks feel the anxiety hardest; veterans ride it out better. The lesson is the same: you need more than just a site—you need control of your audience.
Why Ownership Wins
When you own your site, your list, and your connections, no single algorithm decides your future. A website you control is your hub. An email list you build is your direct line to readers, customers, or clients.
Platforms are tools, not foundations. Use them, but don’t depend on them.
Practical Ways to Dodge the Gatekeepers
(adapted from a WA friend’s metaphor that really stuck with me)
- Have your own doorbell. Collect emails. When people knock, they ring you directly, not a gatekeeper.
- Hide a secret cookie jar. Keep your best content behind a members-only shelf. The people who really care will join.
- Plant breadcrumbs on many paths. Share your work across LinkedIn, Pinterest, newsletters, and more. Don’t rely on one neon arrow from Google.
- Put up polite “no stomping” signs. Use backups, copyright notes, and firewalls to protect your space.
- Play nice, but don’t depend. Google, YouTube, and Substack can bring guests to your café. Just don’t give them the keys to the till.
How I’m Applying This
I’m still building my own foundation. Right now, that looks like:
- A website that will be my long-term hub.
- WA for training and affiliate marketing.
- Substack for publishing and connecting with readers (even if it sometimes feels like “singing with the crickets”).
What’s working: steady WA posts, daily Substack Notes, and slow but consistent steps toward a website that I own.
What I need to improve: pacing my big projects and spacing my posts so I don’t burn out.
Takeaway
Use platforms for reach. But don’t build your whole home on their land. Bring people back to your site, your list, your foundation. That’s what lasts.
Related Posts in This Series
- [Build Sustainable Online Income As A Writer — No Publishers, No Ads] ← add link
- [Finding Your Balance: Free Value vs. Paid Offers As A Writer] ← add link
- [Own Your Audience Before Platforms Change the Rules] ← add link
Stay Connected
- Join me on Substack — serialized fiction + notes:
- Start with Wealthy Affiliate — the platform I use to learn and build my affiliate foundation:
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