There has been a long debate about which is superior for SEO: subdomains or subfolders. This is especially a pertinent question for local brand retailers with multiple locations. Some believe that subdomains provide a more organized way to structure location-specific content, while others argue that subfolders help consolidate SEO authority under one domain. Although Google has consistently said both options are treated equally in terms of rankings, the decision can still impact other key factors. For local SEO, the choice between subdomains and subfolders can significantly affect user experience and how easily customers find your different locations online.
In this article, we will expand on the advantages and disadvantages of subdomains vs. subfolders when it comes to local SEO. We’ll explore how each option affects search engine visibility, domain authority, and user experience, providing insights to help you decide which structure is best for your local business’s online presence.bout which is superior for SEO: subdomains or subfolders. This is especially a pertinent question for local brand retailers with multiple locations. Some believe that subdomains provide a more organized way to structure location-specific content, while others argue that subfolders help consolidate SEO authority under one domain. Although Google has consistently said both options are treated equally in terms of rankings, the decision can still impact other key factors. For local SEO, the choice between subdomains and subfolders can significantly affect user experience and how easily customers find your different locations online.
What Exactly is a Subdomain vs. a Subfolder?
A subdomain is a section of your main domain that functions like its own separate website. For example, locations.widgetfactory.com uses “locations” as the subdomain of widgetfactory.com. Subdomains are often used to organize different areas of a site, like store locations or specialized services, while keeping them somewhat distinct from the main site.
On the other hand, a subfolder, such as www.widgetfactory.com/locations, is a directory within the main site. It keeps everything under the same domain, making it easier to organize content within the same website structure.
When deciding between the two for local SEO, both subdomains and subfolders can be effective depending on your specific needs. Subdomains can help highlight distinct content, while subfolders are useful for keeping everything in one place. It really depends on how you want to present your locations and how you want users to navigate your site.
Google’s Official Stance on Subdomains vs. Subfolders
Google has consistently stated that subdomains and subfolders are considered equal in terms of search rankings. In fact, in a video by Google’s former head of webspam, Matt Cutts, he explained that Google’s algorithms treat both structures the same, meaning you won’t see a ranking difference solely based on whether you use a subdomain or subfolder.
However, while Google sees no difference, the choice can affect other aspects of your website, particularly the user experience for local SEO.
Why Subdomains Might Be Better for the Local User Experience
Although Google might not rank subdomains any differently from subfolders, subdomains like locations.widgetfactory.com offer unique advantages when it comes to improving the local user experience. Here are six key advantages:
Clear Separation for Local Audiences
Subdomains create a distinct, dedicated space for each location, making it clear to users where they are. For example, locations.widgetfactory.com/chicago signals that this page is focused on products or services specific to Chicago. This separation helps businesses with multiple locations offer users a more tailored experience, improving navigation and reducing confusion. By keeping each location on its own subdomain, businesses ensure that users can easily identify the page’s relevance to their local needs.
Tailored Local Content
Subdomains make it easier to offer content tailored to specific regions. For example, on locations.widgetfactory.com/chicago, businesses can feature Chicago-specific promotions, services, events, and localized information like business hours or contact details. This highly customized content engages users by addressing their specific needs, building stronger trust with local customers, and increasing the likelihood of conversion. Offering tailored content for each subdomain enhances local engagement, improving SEO results for each market.
Flexibility in Marketing Campaigns
Subdomains offer increased flexibility when it comes to running location-specific marketing campaigns. By using locations.widgetfactory.com, businesses can easily launch focused campaigns for that market, such as local Google Ads, social media promotions, and SEO strategies targeting region-specific keywords like “best widgets in Chicago.” The subdomain structure allows each location to act as its own entity, making it simpler to create targeted marketing initiatives. Tracking the success of these campaigns also becomes more streamlined, allowing for data-driven adjustments to marketing efforts.
Local Brand Presence
A URL like locations.widgetfactory.com/chicago reinforces your business’s local presence, which can enhance trust with local customers. By having a dedicated subdomain for Chicago, users feel they are dealing with a company that is committed to their region, making your business appear more accessible and relevant to their needs. This local branding strengthens your reputation within specific communities, differentiating you from national competitors who may not offer such a regionally focused experience.
Simplified Analytics Tracking
Subdomains provide the advantage of simplified analytics tracking in tools like Google Search Console and Google Analytics 4. By setting up locations.widgetfactory.com as a separate property, you can track performance metrics specific to that location, such as user behavior, traffic sources, and conversion rates. This isolated data makes it easier to evaluate which strategies are working in each market, allowing businesses to optimize their local SEO and marketing efforts for better results. Subdomains offer clearer, more organized insights into how each region performs, enabling data-driven decision-making across all locations.
Both the Subdomain and Main Domain Can Rank for the Same Search Query in Google SERPs
One key advantage of using subdomains is the potential for both the subdomain and the main domain to rank for the same search query in Google’s search results pages (SERPs). For instance, if a user searches for “Widget Factory Chicago,” Google might display both the main domain (widgetfactory.com) and the subdomain (locations.widgetfactory.com/chicago) on the same page. This dual presence increases the likelihood of capturing user clicks and enhances overall brand visibility. By leveraging subdomains, businesses can effectively dominate search results for local queries, giving them a competitive edge.
When Subfolders Might Be More Useful
While subdomains provide clear advantages for local user experience, subfolders widgetfactory.com/locations/chicago an also be useful in certain cases:
Simplicity in Management
For businesses with fewer locations or those without the need for fully separate sites, subfolders offer a more straightforward approach. All content is housed under one domain, making website management easier. This can be helpful if you’re looking to streamline site operations rather than manage multiple subdomains.
Centralized SEO Authority
Subfolders more directly benefit from the SEO authority of the main domain. While subdomains can achieve strong SEO results when properly managed, subfolders share the ranking power of the root domain more seamlessly. However, this concern is mostly relevant when subdomains aren’t well-optimized.
Also, there has been some debate that subfolders are more advantageous for SEO purposes since they are more likely to benefit from the main domain’s authority. The idea is that by keeping everything under one domain, all the SEO strength flows directly to every part of the website. However, this advantage is highly debatable, as Google has repeatedly stated that there is no difference between subdomains and subfolders when it comes to rankings. Ultimately, it’s a solid SEO strategy—focused on content, user experience, and proper optimization—that really makes the difference, regardless of the structure you choose.
Subdomains for Local Experience, Subfolders for Simplification
While Google claims to treat subdomains and subfolders equally in regard to SEO, subdomains offer a more user-friendly experience for local audiences. By using subdomains, businesses can tailor their content, marketing, and branding to specific regions like Chicago, making it easier to engage with local customers.
If you want to build strong local connections, a subdomain like locations.widgetfactory.com can be an excellent choice. But if your goal is ease of management, a subfolder structure might be more practical.
The decision between subdomains and subfolders should ultimately depend on your business’s specific needs, local SEO goals, and the kind of experience you want to provide for your customers.
