In the world of web publishing, Blogger—once a pioneering tool for content creators—now feels like a relic of the past. Owned by Google since 2003, Blogger was among the first user-friendly platforms that allowed individuals to start a blog without needing technical expertise. However, despite Google’s dominance in search, advertising, and AI, Blogger has barely evolved over the past decade.
This article explores why Google has neglected Blogger, how it compares to modern platforms like WordPress and Wix, and whether Google missed a golden opportunity to create a comprehensive website-building solution.
The Rise and Stagnation of Blogger
A Brief History
Founded by Pyra Labs in 1999 and acquired by Google in 2003, Blogger revolutionized online self-expression. For years, it provided millions of users an easy entry point into blogging. By the late 2000s, Blogger was a dominant force in the content creation space.
But something changed.
Lack of Significant Updates
While WordPress introduced thousands of plugins, responsive themes, and community-driven innovations, Blogger remained largely static:
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Few new features were introduced
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User interface remained outdated
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Customization options were limited
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Mobile optimization lagged behind competitors
Google's approach to minimal maintenance rather than aggressive innovation has left Blogger trailing far behind.
Why Google Hasn’t Invested in Blogger
1. Low Revenue Potential
Google is a data-driven company that prioritizes high-ROI products. Blogger, unlike Google Ads or YouTube, does not generate significant direct revenue. While AdSense integration exists, Blogger’s monetization ecosystem is weak compared to:
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YouTube’s built-in monetization features
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Google Ads’ massive scale
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Cloud-based services and enterprise software
2. Shift Toward Other Priorities
Google’s focus has increasingly shifted toward:
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Search engine dominance
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Android ecosystem development
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Cloud infrastructure (Google Cloud)
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AI and machine learning (e.g., Gemini)
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YouTube expansion
In this context, Blogger does not align with Google’s core strategic interests, making it a low-priority product.
3. The Ghost Town Effect
Many users migrated to platforms with more features and stronger communities, like:
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WordPress (both .com and self-hosted)
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Wix and Squarespace
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Medium and Substack
As users left, Google had less incentive to improve Blogger, creating a self-reinforcing loop of stagnation.
4. Internal Culture of Abandonment
Google has a history of launching products only to abandon them later. Known as the Google Graveyard, this list includes:
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Google+
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Google Reader
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Google Wave
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Picasa
The fear of investing in another soon-to-be-discontinued product may have deterred the company from rebuilding Blogger from the ground up.
The Missed Opportunity: Google’s Absence in the Website Builder Market
While Google dominates search and online advertising, it surprisingly lacks a modern, full-featured website builder akin to:
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WordPress (open-source and .com hosting)
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Wix (drag-and-drop, easy UI)
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Squarespace (design-centric)
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Shopify (e-commerce focus)
Why This Matters
Google already has all the ingredients:
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Search Engine Optimization tools
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PageSpeed Insights and Core Web Vitals
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Google Analytics
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AdSense and Ads
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Cloud hosting via Firebase or Google Cloud
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AI for content suggestions and design
Despite this, Google hasn’t unified these services into an all-in-one website platform. Doing so could’ve made it a leader in this space, especially for small businesses and content creators.
Comparison with Competitors
WordPress
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Over 43% of all websites use WordPress
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Offers full control with thousands of themes and plugins
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Massive community support
Why Google can’t compete (yet):
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Blogger lacks extensibility
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Limited design control
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Weak plugin ecosystem
Wix
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Easy drag-and-drop editor
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Visual design focus
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Built-in tools for SEO, blogging, and e-commerce
Why it’s ahead of Blogger:
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Active development and user feedback cycles
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Seamless integration with modern needs like mobile and responsive design
Medium/Substack
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Clean, distraction-free writing experience
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Monetization via subscriptions and donations
Where Blogger falls short:
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No built-in community
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No monetization model beyond AdSense
What Blogger Still Offers (That Others Don’t)
While outdated, Blogger does have some remaining strengths:
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Free and easy to use – Great for beginners with zero budget.
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Powered by Google – Integration with services like Google Drive and AdSense.
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Reliable hosting – No worries about server downtime or speed issues.
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Custom domain support – For those who want a branded presence.
But these advantages are far outweighed by its limited customization, poor mobile UI, and outdated backend.
What Google Could Do (But Hasn’t)
If Google were to invest in modernizing Blogger or build a new platform from scratch, it could:
1. Create a WordPress Competitor
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Use Google Cloud to offer free/low-cost hosting
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Offer deep integration with Google Ads, Analytics, and Search Console
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Enable plugin development for extensibility
2. Build a Drag-and-Drop Builder
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Use AI (Gemini) to assist with website design
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Integrate Google Fonts, Material UI, and responsive templates
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Offer an easy path from Blogger to this new builder
3. Support Monetization and E-Commerce
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Create Shopify-style templates for small business websites
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Build in Stripe or Google Pay integration
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Allow premium features (subscription, donation models)
The Future of Blogger: Should Google Shut It Down?
Blogger is not dead, but it’s on life support. Most updates are minimal, and the UI remains stuck in the past. So what are the options?
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Revamp: Google could modernize Blogger with AI-powered tools, drag-and-drop editing, and monetization options.
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Rebrand: Turn Blogger into a new platform tailored for content creators and SMBs.
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Retire: Shut it down entirely, as it did with Google Reader and Google+.
Currently, it seems Google is choosing a fourth option: let it exist quietly without investment.
Conclusion
Google's neglect of Blogger is a glaring omission in its otherwise dominant internet portfolio. While it has the tools, technology, and market influence to build a world-class web publishing platform, it has instead allowed Blogger to become outdated and irrelevant in the modern era.
As competitors continue to gain ground, Google’s inaction represents a missed opportunity to capture creators, entrepreneurs, and small businesses who crave a simple, powerful, and integrated website solution.
Until then, Blogger will remain a digital ghost town, remembered fondly but seldom visited.