Understanding the Best Option for International SEO: Subdomain or Subdirectory?

When it comes to organizing content for international SEO, the debate between subdomains and subdirectories can be quite intense. Historically, subdirectories have been the preferred choice for many SEO experts, especially when looking to leverage the parent domain's authority. In this article, we'll delve into the advantages and disadvantages of both approaches, taking a closer look at why subdirectories are often regarded as a more effective solution for international SEO.

Why Subdirectories Are Often the Better Choice for International SEO

Shared Authority: Subdirectories share the main domain's authority, which makes ranking in search engines easier. This is a significant advantage over subdomains, which are seen as separate entities by search engines. When users navigate through a subdirectory, they are essentially navigating through the main domain, which lends credibility and trust to the subdirectory content.

Management Simplicity: Managing subdirectories is generally simpler than managing subdomains, given the shared domain structure. This can be especially beneficial for smaller teams or agencies looking to streamline their SEO processes.

User Trust: Users tend to trust content that is part of the main website more than content on a subdomain. This is particularly important in the context of international SEO, where building trust with users is crucial for conversions and engagement.

Real-World Examples and Case Studies

To illustrate the difference, consider a real-world example from Case Western Reserve University. case.edu is the primary domain housing the university's comprehensive information. However, the School of Engineering uses a separate subdomain, This site is hosted on a different server due to its extensive content and specialized audience. The use of a subdomain allows the school of engineering to focus on its content independently while still maintaining a relationship with the main university site.

SEO Considerations vs. Organizational Needs

While SEO is a critical component of any digital strategy, it should not solely drive your decision-making process when it comes to choosing between subdomains and subdirectories. Other factors, such as your content organization, target audience, and overall website structure, play a much more significant role.

For instance, if your content is closely related and can be organized into a single site, using subfolders is often the preferred approach. However, if you have specific areas of content targeted to a particular audience, it may make more sense to use a subdomain to create a more focused and specialized site. Each approach has its unique benefits and drawbacks, and the best choice depends on your specific needs and goals.

Technical Factors

Technical considerations also influence your choice. For example, at Case Western Reserve University, any site hosted on the main web server was typically housed in a folder, while sites on different servers used subdomains. This illustrates how infrastructure and technical constraints can impact your decision.

Conclusion

In the realm of international SEO, subdirectories generally offer a more cohesive and authoritative approach compared to subdomains. They provide easier management, greater trust with users, and leverage the main domain's authority, which are all critical factors in a successful SEO strategy. However, it's important to remember that other aspects, like content structure and audience targeting, should also be considered. Technical capabilities and constraints should not be overlooked either.

Ultimately, the best choice depends on the specific circumstances of your project and the goals you are trying to achieve. By carefully weighing these factors, you can make an informed decision that aligns with your organization's needs and objectives.

References:

Case Western Reserve University - case.edu and Google Search Console - Checking subdomain vs subdirectory crawling