Should I use a subdomain our primary domain for this content?

[ChrisHolgate]

Hi,

We have an eCommerce site www.refreshcartridges.co.uk and currently publish videos, unique articles, troubleshooting advice etc. on a subdomain igloo.refreshcartridges.co.uk.  The hope is that the content on igloo will prove sufficiently useful for someone to either link to or bookmark for future reference.  Eventually this will hopefully result in sales through the main site.

We were assured several years ago that we should host this content on a subdomain but the more I think about it, the more I think that this content should be hosted as part of the main site (for example www.refreshcartridges.co.uk/igloo/).

My logic is that this would extend a couple of advantages, not least that any links built to this unique content would be attributed to the primary domain rather than the subdomain.  Although I appreciate the subdomain does link back to the primary domain I can't help but feel this dilutes the potential strength of any link.  Post Penguin I think it would be nice to get genuine, natural links appreciating content on our primary domain rather than a separate subdomain.

It should probably be pointed out that we only publish articles related to our key business activity (printing, cartridges, technology) on igloo.  There is no unrelated content designed simply as link bait.

If we were to make the move we would of course 301 all the old pages..

I would really appreciate your opinion on whether you agree or whether you would be tempted to keep the content on a subdomain.

Thanks for your help!

Chris

[RebekahMay]

NP! Best of luck to you

[ChrisHolgate]

Hi Rebekah,

Many thanks for your response - It's always nice to get a second opinion before spending your day doing something that could potentially be detrimental!

We're about to write a few dozen 'how to' guides and suddenly it struck me that the primary domain would be getting very little benefit from any people that potentially link in to the content.

Thanks again for your help.  I’ll get cracking on the move now.

Chris

[RebekahMay]

Tricky situation, and individual opinions may differ...but here is mine.

Ultimately, yes it would be more beneficial to have the subdomain part of the main domain. Right now your subdomain is generating a good amount of links, and the authority from those links aren't transferred to the main domain at all because a subdomain is considered a completely separate website.

I am also assuming that the subdomain and the main domain are on the same C-Class, and in that case any links you have coming from the subdomain to your main domain are probably not getting all the authority it can from those links.

301 redirecting the pages on the subdomain to their respective pages on the main domain would be the best option, but remember that there is some degradation of page rank so this won't be as strong of a signal as it was previously.  After transferring content and adding in 301s, I would continue concentrating on providing valuable content that would earn links to make up for the loss of PR when transferring it over.