Subdomains or separate domains for dealers?

[bcmull]

We are setting up websites for our dealers. We are considering whether it is better to set them up as independent domains (i.e. www.dealer-state-brand.com) or as subdomains (dealer-state.brand.com)

Any thoughts?

[impactzoneco]

CleverPhD,

Well, BCMull didn't mention subfolders in the question, so I am unclear as to whether that is because they decided against that for some reason, or if they did not consider subfolders as an option to begin with. Based on the question only, I would vote for subdomains over independent domains.

IMO, whether or not to use subfolders versus subdomains is a business and organizational decision, as well as an information architecture, design, and SEO decision. IOW, I see SEO as part of the larger tradeoffs made in any project. From a purely SEO perspective in terms of link equity, I agree that folders are the way to go and the link equity will bring up the entire brand and site for all dealers.

But would folders make sense within the larger picture and their overall business and project goals? I don't know, as I don't know Bcmull's project details and requirements. Link equity is one consideration, but not the only one.

-- Jewel

[CleverPhD]

I would just follow and say that using Google or any other company that large is not the best example for most businesses.

Google does not need to worry about SEO. It has one of the most authoritative websites on the internet. They have baked in traffic due to android, chrome and map users. Yes the sub domain works for them from a product and technical standpoint. They have different groups using different technologies different servers/resources so they need the subdomains to make that all work.

As I read the question, this person is not in that situation. This brand needs link equity to be shared. Links are still super important, I don't see why they would want to dilute that by using sub domains. Everything they want to accomplish can be done w a sub folder.

[impactzoneco]

I was just answering another question when I stumbled across this snippet on a website.

"A subdomain is a a separate website on your brand’s domain meant to host content all relative to a common theme. The most prominent examples of subdomains are from Google, who uses them to host their different subdivisions such as Google News, Google Maps, and more. The benefits include better organization, an ability to capitalize on your brand’s domain authority while building upon its own, and creating a separate entity that is still on brand. Many brands opt for a subdomain because they are often easiest to set up, especially if you’re using a third-party host. Subdomains are most beneficial for brands looking to organize specific content that many speak to different audiences, for example by region or product.

In addition, brands use subdomains as a way to separate different product lines, divisions, events, or digital publications. Unlike a subfolder, which is often hosted on the main domain’s site navigation or footer, subdomains are a little more independent."

From: http://www.skyword.com/contentstandard/marketing/should-i-host-my-content-on-a-microsite-subdomain-or-subfolder/

For your particular business need, the author makes a compelling point that translates into you going with dealer-state.brand.com over www.dealer-state-brand.com, the benefits of which override the link equity you would receive from subfolders.

Notice when you think this through, that Google uses subdomains for the products, too. maps.google.com, news.google.com, etc.

I hope this helps you with your decision.

-- Jewel

[impactzoneco]

Subfolders will allow you to have one site for which you do the SEO, and Clever is correct that the link equity is shared.

Domains and subdomains allow more independent control of each site's SEO.

If the pages off of the subfolders are SEO'd well, then you can rank those pages to that local market.

Here is an example of pages for a local market. Granted, these are one-pagers, but you can get an idea of the structure required. https://www.theedesign.com/locations

The same can be said for the subdomains, that you can rank them locally, but Google will consider them separate sites, and link equity will not be shared.

I'm not sure why you wanted to do domains or subdomains, and not folders. I.e., what your overall business goals are for doing so, unless it is to brand each dealer as an independent dealer in their local market.

This article can provide some guidance on folders, subdomains, and domains, and what to use when. In your case, I think your dealer branded 2nd level domains would count as microsites. https://www.stonetemple.com/subfolders-subdomains-microsites-and-seo/

[CleverPhD]

Nah - I say subdirectory

You get all the control, plus all the link equity is shared across all site. Rising tides raises all ships. I have done this with independent separate brands under a single brand even. It works.

Yes you can rank for subdomains. But the link equity is not shared. Unless you want all that extra work.

More reading

https://moz.com/community/q/the-great-subdomain-vs-subfolder-debate-what-is-the-best-answer

https://moz.com/blog/subdomains-vs-subfolders-rel-canonical-vs-301-how-to-structure-links-optimally-for-seo-whiteboard-friday

[impactzoneco]

I agree with Julie. In this case, the subdomain would give you a cleaner, more authoritative brand identity for both the overall company, and the individual dealers.

[julie-getonthemap]

I have had no problem with subdomains and SEO. I have ranked several somewhat difficult keywords and believe that it was easier using the subdomain. I didn't A/B test, so I have no proof, but I am pleased with the result.

For user experience, I think a subdomain is significantly better. The product-geography.com domain looks very spammy to me and doesn't carry the brand's credibility. With the subdomain, I'm certain it's the official site.

[bcmull]

Thanks for the response. We will be setting up and managing the sites either way. So there is no issue with technical control.

[Alick300]

Hi,

If you give him independent site then I don't think you will have any control on each site. So better to give subdirectory for SEO.

It is just my opinion.

Thanks