Search engines have metrics that they apply to pages, such as PR, and metrics that they apply to domains and subdomains (TrustRank, various quality metrics, mozRank, etc.).
Over the years of experience, observation and testing, the following have been observed:
- Some pages benefit from being in “powerful” domains / subdomains. That is why if someone copies your content to a more reputable domain, then they will receive a higher ranking on it.
- Subdomains DO NOT always inherit positive indicators and rankings of other subdomains of the root domain.
- Some subdomains DO NOT GET PROFITS from the root domain. (This applies to sites where any user can create their own subdomain, such as WordPress. Com, Blogspot. Com)
- Folders receive all the benefits from their domain / subdomain.
- A good re-linking can help distribute the positive qualities of the subdomains (but not always it turns out well).
Based on the above, for a separate part of the content it is better to create a folder in the root domain, rather than a subdomain. For example, for a blog it is better to use yoursite. com / blog instead of blog. yoursite com, and for the subsection better yoursite. com / newrazdel than newrazdel. yoursite com.
However, there are cases when the use of subdomains makes sense:
- You already have pages on the main domain ranked by a specific search query. Search engines on the same page do not display more than 2 URLs from the same domain, however, several URLs can be displayed for subdomains of the same root domain.
- If a subdomain, or a combination of a subdomain + root domain forms the perfect anchor text for which you are promoting the site.
Like subdomains, microsites (separate, independent sites for a part of the site content) have their own niche:
- You start a product / service completely independent from the main site / business. A definite plus is that such a site is easier to sell in the future than a subdomain, let alone a folder.
- You are launching a product / service that you would not like to associate with the main brand.
- You have a domain name under your keywords.
- You have content that is not related to the main site, and you would not like to clutter up the site, confusing visitors.
The big problem with microsites is that they do not inherit anything from your main site. They are independent and need to be promoted as independent sites.
Thus, despite the undeniable advantages of folders, subdomains and microsites have their own scope. Knowing the benefits of each type of content sharing, choose the one that best suits your particular case, this will help to avoid many difficulties.
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