Joel Spolsky (if you don’t know him, he was one of the first “Celebrity Bloggers” in tech culture) gave me a piece of advice more than a decade ago: Own your own domain and publish under it, that way you always control your content and the links to your content.

If my blog was raganwald.githubpages.com, GitHub could theoretically decide that githubpages needed to be deeply integrated with Windows or some other foolishness, and I’d be screwed.

But since my blog appears to the world as raganwald.com, I can leave GitHub Pages whenever I like, and all the links will continue to work. It's about long-term control, and for that you need:

1. Control your content, ideally with a copy of the source on your own devices at all time, in an open format with an ecosystem of tooling, and;

2. Control your domain name.