I was researching Substack SEO which was something I thought I already understood. And it turns out, I’ve been confusing two completely different things when it comes to Substack and SEO.

If you’ve ever wondered whether you should cross-post your content to both Substack and your own blog, or if you’ve heard people throw around terms like “canonical links” and thought you could just change that in Substack’s settings, we need to talk.

There’s a tremendous difference between customizing your URL ...