Subdirectories vs. Subdomains: Which is Better for SEO?
Your marketing agency sends you an order to consolidate your website into one domain with subdirectories acting like folders to organize its parts. A few years later, trends or your new marketing team tell you subdomains are the way to go, and now your team needs to restructure your site. What gives?
The short answer: there is no one-sub-fits-all approach to site structure.
At their root, subdirectories and subdomains represent the organizational logic underpinning your website, and how that logic speaks to the algorithms that find it. While most humans don’t experience a noticeable difference between the two approaches, they each have implications for your search engine optimization (SEO). Your structural choice deserves careful consideration as part of your overall digital strategy—and should depend on broader SEO plan, business goals, and range of services and audiences.
As TYPO3 core contributors, we have extensive experience customizing the CMS for clients’ needs. Ultimately, your SEO experts and marketing team are best placed to decide your approach; we’re here to support the strategy they recommend and help you understand the impacts on your technical framework.
A closer look at sub–s
To some degree, SEO is always a mystery: most search engine companies are deliberately secretive about the logic of their algorithms, and that logic can change significantly with evolving technologies. But we understand how subdirectories and subdomains work as organizational logic, which helps us understand how they interact with SEO practices.
Subdirectories function like folders, organizing parts of your site under a single domain. When someone searches for terms that might generate your page as a result, search engines only see one domain. You can recognize a site organized this way by looking for the forward slash at the end of the top-level URL; for example, b13 organizes our site using subdirectories, which is why you can find our collection of expert deep dives at b13.com/blog.
Subdomains function like interconnected smaller sites, organizing different parts of your web presence as individual pages under your primary domain address. You might, for instance, separate the different services you offer into independent pages that change the URL structure more directly but share common components like your company domain. As an example: we might have chosen a URL like blog.b13.com (but don’t click that, because we didn’t).
A full domain hierarchy might look like:
- Top-level domains: the familiar URL endings like [.com, .org, .edu]
- Root or primary domains: the core URL, such as [www.yoursite.com]
- Subdirectories: forward slash extensions on your URL that direct to a subset of your content, such as [www.yoursite.com/blog]
- Subdomains: related semi-independent sites that share a core URL structure, such as [blog.yoursite.com] or [services.yoursite.com]
It’s common for companies to use a mix of approaches. Organizations might develop a set of primary domains tailored to each country of operation or each primary language, with subdirectories to help users find the resources they need. To see this in action, try browsing Apple’s web presence—you could look at www.apple.com/de and www.apple.com/uk to see how a forward-slash URL ending (a subdirectory) changes the user experience. And sites like discussions.apple.com take users to dedicated subdomains.
Search engines read subdomains and subdirectories as different kinds of entities, so your SEO best practices depend on the structure you choose.
Your specific SEO strategy—and which sub is right for you
As you build a site that can scale with your future success, your structure matters for more than SEO—it affects how your team retrieves and applies data about user experience and site functionality.
Subdirectories come with simpler analytics, content, and cookie management. Since your content is ultimately hosted in one URL, your data is more synthesized from the start and search engines can sometimes more effectively understand your site’s intent and relevance. This can be especially helpful for content-heavy sites relying heavily on elements like blogs and resource repositories that link internally to similar posts.
Subdomains can make for a more nuanced approach to SEO, since site authority is spread across all the separate-but-related sites. It’s often simpler to manage regional adaptations and single-page adjustments when you’re using subdomains to keep everything a bit more separate. You might need to consider additional strategies like backlinking and additional analytics, but they bring benefits for sites covering distinct products, services, or audiences.
With the flexibility and out-of-the-box SEO functionality of TYPO3 (and the know-how of a core code contributor), your SEO budget shouldn’t see much of a shift if you move between subdirectories and subdomains.
Rather than financial constraints, you should consider:
- Your long-term business goals. Are you expanding into other regions? Expecting more customers using a different language?
- Your maintenance management. Does your in-house team have the capacity to monitor separate analytics across several smaller sites? Will there be more moving pieces to adjust subdirectories for the specific regions in your market?
- Your larger approach to showing up on search engine results pages (SERPs). What’s your strategy for building authority with the search engines? How are you implementing keywords and technical components of SEO?
Our general advice: don’t generalize :)
As a TYPO3 Agency, our role is to help you implement the advice of your SEO advisors, whether they encourage you to opt for subdirectories or subdomains. We’ve had clients come with directions from their SEO agency to slash all slashes from their website—we created a small TYPO3 plug-in to help them accomplish that mission. We’ve had clients come with the opposite set of directions: to always use a forward slash approach—we helped them build a custom redirect path to simplify the shift.
SEO trends come and go, but your approach should remain internally consistent even as you change from one setup to another.
When your SEO team tells you what your site needs, we’ll help you build and maintain your consistent solution. We can find or build the best-fit TYPO3 toolkit to manage your site structure at a foundational level rather than tackling one sub at a time. We’ll coach you through potential technical impacts and costs your marketing team might not consider, and help you manage your user experience so your site service isn’t disrupted during the transition. If you know what your SEO goals are, we can help you use TYPO3 to achieve them.
So: it depends!
With all these factors in mind, how do you choose between subdirectories and subdomains?
- Both work within TYPO3, both from the start and when customizing for more complex use cases.
- Both work toward SEO and a web presence seen by your users, when coupled with the appropriate strategies and structural supports.
- Both work over the long term, though they require different kinds of maintenance and fine-tuning.
Ultimately, the answer is: choose the option that’s best for you.
Still unsure what to choose?