WordPress Multisite and SEO: Navigating the Landscape

WordPress Multisite allows you to run multiple WordPress websites from one WordPress installation. This has some clear benefits, including Technical SEO optimizations that can be deployed across multiple sites at once. While this feature can streamline the setup and maintenance of a network of websites, it is important to understand how it affects your SEO strategy.

SEO Considerations in Multisite Structures

Choosing the multisite model means you will create separate websites alongside your main website. For instance, large corporations like Nike might use the multisite structure with subdomains like , , and so on. Each of these subdomains serves different sections of your business.

Google is known to treat multisite and subdirectory models fairly. You don’t need to worry about the SEO performance while using WordPress multisite. However, there is a caveat: ranking the same keyword for your main page and other separate pages can create internal competition, diluting the effectiveness of your keywords on each site. Therefore, it is crucial to carefully manage your keyword strategy to avoid such issues.

Impact on SEO Performance

Is WordPress multisite good for SEO? Not necessarily. While multisite doesn’t inherently make a website rank better, setting it up incorrectly can harm your ranking. There are different ways to structure a multisite, such as using subdomains or subdirectories, and both have their pros and cons from an SEO perspective.

Subdomain vs. Subdirectory

Subdomains (e.g., , ) and subdirectories (e.g., , ) both have their strengths and weaknesses. From an SEO standpoint, it might be more beneficial to opt for unique top-level domains (TLDs) for each site. This approach clearly separates your sites, making it easier for search engines to differentiate and index them as distinct entities.

Using Unique Top-Level Domains

Setting up a multisite network with separate domains like and can help avoid the confusion that search engines might experience with subdomains. This clear separation also makes it easier for users to navigate and helps in optimizing each site for specific keywords and content.

Practical Considerations

Deciding on the right setup depends on the function and content of your sites. For sites with unique content that doesn’t need to be anchored to a main top-level domain, using individual TLDs is usually a better choice than subdomains. However, if you are trying to manage a network of local websites for a franchise, subdomains might be more practical for both SEO and analytics tracking.

Analytics Tracking with Multisite

When it comes to analytics tracking, subdomain architecture can be easier to configure and manage using tools like Google Analytics. However, if your goal is to track and analyze data across all the sites in the network, a subdomain structure can also work. Conversely, if you need detailed insights for each site, a subdirectory or unique TLD structure can be beneficial.

In conclusion, while WordPress Multisite offers many advantages, SEO specialists must carefully consider how it integrates with their overall SEO strategy. Whether you choose subdomains, subdirectories, or unique TLDs, the key is to ensure that your sites are clearly differentiated and optimized for specific keywords and content, minimizing internal competition and maximizing your visibility in search engines.

Keywords: SEO, WordPress Multisite, Technical SEO