Should You Use Subdomains For SEO?

Structuring a website’s architecture is crucial to search engine optimization (SEO). 

One option webmasters have is the use of subdomains, distinct sections of a website with their own domain name structure. Subdomains offer both opportunities and potential pitfalls for SEO.

This article examines the SEO implications of using subdomains, exploring best practices for implementation as well as potential drawbacks to be aware of when determining whether subdomains are an appropriate architecture choice.

Also read: Image SEO: Optimizing Images For Search Engines

What is a Subdomain?

You have a website; let’s call that “example.com.” This is the main domain of your website.

But then you have got different subgroups or branches within that website that need their own spaces to do their own things. Like blogs, the online store, the forum, etc.

Subdomains give each subgroup its own functional space within the website. They’re still part of example.com but with their own clearly defined place.

So, the blog’s full address can be “blog.example.com.” The online store will be at “store.example.com.” And the forum will be at “community.example.com.”

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Subdomains let you organize and divide up different sections and content types while still keeping them connected to the main website. 

The perk is that subdomains can inherit some authority and trust from the main parent domain. 

But they also get to branch off and do their own thing in terms of structure and even marketing/SEO strategies if needed.

Too many subdomains can be confusing and look disorganized, as the addresses can be very long. 

But used wisely, they’re a neat way to categorize your website without completely separating everything into distinct standalone sites.

Also read: 15 Reasons Why You Should Outsource SEO

Difference between a Subdomain and a Subdirectory

The primary distinction between a subdomain and a subdirectory is in their structure within a website’s URL and how search engines view them.

A subdomain is an independent section of a website with its own distinct domain name structure. It is added before the main domain and divided by a dot.

For example:

• blog.example.com
• store.example.com
• forums.example.com

Search engines regard subdomains as individual entities, much like standalone websites. 

They have the ability to possess their own distinct content, layout, and even different hosting environments.

On the other hand, a subdirectory is a folder or section located within the primary domain. Its designation is shown by a forward slash (/) following the root domain.

For example:

• example.com/blog
• example.com/store
• example.com/forums

Search engines view subdirectories as integral components of a website, functioning as either extensions or subcategories of the primary domain.

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Using Subdomains for SEO: Yes or No?

The use of subdomains for SEO (Search Engine Optimization) is a debated topic, and there are pros and cons to consider. 

Here’s a perspective on whether you should use subdomains for SEO:

Pros of Using Subdomains for SEO

• It’s like giving each section of your website its own little corner of the internet. Subdomains let you neatly compartmentalize different content divisions without them being all up in each other’s business.

• Subdomains can help distribute link equity (the value passed from one website to another through links) more effectively. If you have a high-authority main domain, subdomains can benefit from that authority and potentially rank better. 

• Subdomains are a way to isolate potentially dicey content segments without letting them harsh the main site’s layout. 

• Wanna test out some wildly different SEO strategies or get extra experimental? Subdomains are the perfect playground for that. 

• From an organizational standpoint, subdomains are better for certain types of radically different content or product lines. 

• The ability to geographically target specific subdomains for local SEO is crucial for businesses pushing different regional strategies.

• Are you expanding into new territories or trying to cultivate distinct online brands? Subdomains provide a space for creating new identities without cluttering the main website.

Also read: Understanding Link Wheels in SEO [2024 Guide]

Cons of Using Subdomains for SEO

• Search engines typically consider subdomains to be distinct websites independent of the main domain. This indicates that the subdomain might not receive full transfer of link equity and authority from the main domain.

• Dilution of Link Equity occurs when numerous subdomains are present, which results in the dispersion of link equity from the main domain, which could diminish the ranking strength of each subdomain.

• Subdomains have the potential to confuse users and weaken the impact of your main brand. Users might find it more challenging to notice and recall subdomains in contrast to a cohesive domain structure.

• The possibility of having duplicate content increases when using subdomains, as the same content may appear on both the main domain and subdomain, potentially harming your SEO.

The choice of whether to use subdomains for SEO must be determined by the particular goals and needs of your business. 

Subdomains can be a suitable choice if you have a clear reason for arranging content or separating various sections of your website. 

Nonetheless, if your main goal is to optimize the SEO value of your primary domain, you might want to think about utilizing subdirectories.

How do you use Subdomains Effectively for SEO?

With some thoughtful strategy, subdomains can definitely be a solid secret weapon in your SEO arsenal. Here’s how:

Keep it Organized and Purposeful

Don’t just slap subdomains around your website. Have a clear strategy for what content or sections logically deserve their own subdomain space versus living on the main domain.

Avoid Duplicate Content Messiness

Make sure content on subdomains is clearly distinct and doesn’t overlap or duplicate on your primary domain. Search engines do not prefer that kind of redundant clutter.

Let Subdomains Grow Independently 

While subdomains can inherit some authority, don’t just blindly expect them to instantly rank well. They need a chance to build their own optimized content and backlink profile over time.

Secure those Subdomains 

Don’t forget to lock down subdomain security and make sure they have proper SSL certificate setups. Unsecured subdomains can raise red flags.

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Track Performance Separately

Use tools to monitor subdomain performance metrics distinct from your main site data. This focused visibility is key for optimization.

Speed and Performance

Subdomains can potentially load faster than subdirectories since browsers treat them more like separate websites. This improved page speed can be a nice SEO boost.

Content Siloing 

Subdomains allow you to compartmentalize radically different types of content in a very defined way, simplifying it for search engines to comprehend your site’s architecture.

Focused Link Building

Having distinct subdomains enables you to pursue more targeted, niche-specific link-building campaigns for each section rather than a broad strategy for the entire domain.

Unique Strategies 

You can implement vastly different SEO, content, and UX approaches for each subdomain based on its unique audience, goals, and requirements.

Team Segregation

Subdomains make it easier to divide responsibilities across different teams/departments, managing separate website sections.

Containment 

If one subdomain gets hit by a penalty or hack, having that isolated from your core domain prevents the mess from spreading further.

International Expansion

Using geographic subdomains can streamline expanding into new countries/languages with locally optimized content.

Monetization Options

Subdomains open up potential revenue paths like selling ad space, affiliate marketing, or sponsored content sections.

Also read: SEO Techniques For Dynamic Websites

How to Set up a Subdomain?

Setting up a subdomain isn’t too tricky, but there are a few key things to keep in mind. Let me break it down for you:

• First up, you’ll need to create the subdomain through your domain registrar or web hosting control panel. The process varies a bit, but it’s generally just a matter of adding the subdomain prefix (like “blog” or “shop”) to your main domain. 

• Don’t go too far from the subdomain’s name itself. Keep it concise, relevant, and branded if possible. “blog.yoursite.com” is way better than a long name added to your root domain.

• Once the subdomain is created, make sure to set it up with its own separate web hosting or file directory.

• Then, lock that subdomain down with HTTPS enabled! An unsecured subdomain will just raise red flags with browsers and search engines these days. Make sure to secure that connection.

• If you plan on using the subdomain for distinct sections or concepts, take some time to craft a thoughtful structure, navigation, and content strategy specifically for it. Don’t just clone and re-skin the main site.

• Be mindful of duplicate content, too! Make sure your subdomain doesn’t repeat material already on the primary domain. Doing so can result in search engine penalties.

• Finally, don’t forget internal linking and relationship building between the subdomain and your flagship website. Coherent linking can help reinforce authority flow.

Set things up cleanly from the start, and a subdomain can be a powerful tool for segmenting and expanding your online presence. 

The key is treating the subdomain as its own distinct project within your website ecosystem, not just an afterthought. 

With some strategic setup and maintenance, subdomains can make a great content silo.

Also read: How to Start an SEO Company in 7 Steps

Conclusion

In summary, utilizing subdomains is a useful method for categorizing and isolating various content formats on a website to enhance search engine crawlability and focus on specific SEO tactics. 

Yet, they need to be carefully planned and executed to prevent potential negative impacts, such as decreased link authority, duplicate content issues, and brand identity issues. 

When incorporated wisely into a comprehensive SEO plan, subdomains enable website owners to leverage their advantages, such as inherited authority and content segregation. 

However, these considerations must be balanced against the importance of keeping a unified root domain structure and preventing excessive subdomain growth, which could harm search engine ranking. 

Like all aspects of SEO, utilizing subdomains effectively involves knowing how search engines handle them and implementing strategies to assist with optimal crawling and indexing.