Why does Moz recommend subdomains for language-specific websites?
-
In Moz's domain recommendations, they recommend subdirectories instead of subdomains (which agrees with my experience), but make an exception for language-specific websites:
Since search engines keep different metrics for domains than they do subdomains, it is recommended that webmasters place link-worthy content like blogs in subfolders rather than subdomains. (i.e. www.example.com/blog/ rather than blog.example.com) The notable exceptions to this are language-specific websites. (i.e., en.example.com for the English version of the website).
Why are language-specific websites excepted from this advice? Why are subdomains preferable for language-specific websites? Google's advice says subdirectories are fine for language-specific websites, and GSC allows geographic settings at the subdirectory level (which may or may not even be needed, since language-specific sites may not be geographic-specific), so I'm unsure why Moz would suggest using subdirectories in this case.
-
Thanks, I'll send you a PM.
-
Ah, I think we are getting to the root of the problem here.
If we are talking about hreflang used correctly between two identical pages that are translated, everything Google has stated about hreflang is that it acts as a canonical. The alternate language pages would be treated as changes of each other. Ranking is more than just link equity though, so where you rank is more than that.
In your specific situation, I see a few problems outside the use of hreflang. Can you share the domain you are talking about? If you're not comfortable sharing it here, please message me with it. There might be other things at play confusing the Google algorithm. But I need to see for sure.
After spending the last five years looking into international expansion of websites, I can say for sure I don't recommend subdomains for language translations. It's due to the fact that using subdomains isn't very clean and doesn't work well if you want to expand to country specific content in the future.
The way I read the original Moz post on subdomains is that the use of hreflang helps some of the assumed negatives of using subdomains, but subdomains are not the recommended solution. Mind you, the "negatives" of subdomains have not been proven in all cases either.
Let me know about your specific case and I'll see what might be happening.
-
OK, that's very good to know. I missed that.
Here is the Google source I found that implied that hreflang tags do not combine/consolidate link metrics:
"Generally speaking, the rel-alternate-hreflang construct does not change the ranking of your pages. However, when a page where you use this markup shows up in the search results, we may use this markup to find alternate, equivalent pages of yours. If one of those alternates is a better match for the user, their query language, and the location, then we may swap out the URL. So in practice, it won't change the ranking of your pages, but it will attempt to make sure that the best-suited URL (out of the list of alternates) is shown there." ~John Mueller
This seems to be describing a "swap out" effect rather than a consolidation of metrics. In my mind, that sounds different. It sounds like what John is saying is that "if your main site ranks for the keyword "barcelona" in English search results, if someone searches in Spanish we'll give you the same ranking, we'll just display your Spanish URL instead". That seems different from a consolidation to me (the Spanish URL isn't being given the link authority from the main URL to help it rank for other Spanish keywords, it's just being swapped out in SERPs where the English URL already ranks). Of course Google hasn't released the details so I'm guessing a bit here.
"Gianaluca was speaking of multiple "sites" but this is translation."
My issues is where multiple sites and translations are the same thing, i.e. when you have different language versions of your site on different subdomains. Gianaluca seems to be saying that hreflang will not consolidate link authority across your sites that are in different languages. Here's another source saying the same thing: https://www.semrush.com/blog/7-common-hreflang-mistakes-and-how-to-fix-them/
I've got a situation now where it appears that Google is not consolidating/sharing link signals efficiently between the language versions that are hosted on separate subdomains. My concern is that part of the issue may be the fact that the different lanaguage versions are on different subdomains. That's why I'm keen to know why Moz excepts language-specific websites from their "no subdomains" advice.
Any thoughts?
-
Gianaluca was speaking of multiple "sites" but this is translation. Google does say it in fact:
"By specifying these alternate URLs, our goal is to be able to consolidate signals for these pages, and to serve the appropriate URL to users in search. "
https://googlewebmastercentral.blogspot.com/2011/12/new-markup-for-multilingual-content.html
-
"use hreflang and that acts like a canonical"
Google and other sources don't indicate that hreflang will pass/consolidate link authority. So I think hreflang and canonical tags are different in that regard. Based on that and what I've seen, I don't see that hreflang tag would negate the disadvantages of a subdomain. If you have evidence it does, though, I am very interested!
-
I actually disagree with the subdomain exception for languages. You can use a subdomain for languages, but it doesn't look right in my opinion. The reason that text is in there though is because if you use translated content (which is different from regional or country targeted content), you should use hreflang and that acts like a canonical. The possible downsides of a subdomain are negated with that tagging.
The writer of this text you are referencing is not saying subdomains are preferred, merely that with languages the downsides of a subdomain are not applicable.
-
Well - IMHO we are too deep in technology and know differences between multi-regional and multi-lingual sites. But when talking to someone "newbie" he easy can be confused with ton of terms. That's why they give example with something easy to be understanding.
-
"But you can't change server location with subdirectories. With subdomain you can make de.example.com and place this in German server and es.example.com and place this in Spanish server."
What you're talking about is geographic targeting, but Moz was specifically referring to language-targeting. Those are similar, but they are subtly different things.
Language-specific sites are not necessarily targeted to a specific country. They can target multiple countries (eg Spanish speakers in US, Spain, Mexico, etc.) or you might have two Language-specific sites targeting the same country (eg an English and a Spanish site both for the US).
So if a language-specific site isn't a geographic-targeted site, I still don't understand why Moz would recommend a subdomain in that case.
-
Great Answer Peter!
/thumbs
Don
-
Well there are 4 types of multi-lingual or multi-regional sites that are described here:
https://support.google.com/webmasters/answer/182192?hl=en
Summary - best is ccTLD, next is subdomain with gTLDS. On 3rd is subdirectory with gTLDS and URL parameters is last.So Moz is trying to diving expert advise to webmasters to NOT use subdomains and giving famous blog example. I fall in this trap almost 15 years ago with subdomain. I wish someone to told me about this then... Other examples can be catalog and different products (catalog.example.com vs. example.com/catalog; product.example.com vs. example.com/product/). This advice in same subdomain keep link juice inside, but you probably know this.
GSC allow setting different directories to specific geo-location. That's true. But you can't change server location with subdirectories. With subdomain this is possible. Example - one company with site of Spanish and German. With subdirectory i have one server and /de and /es folders. But in this case server location is one and only. And server IP is some of signals for geo-targeting so you have tough choice where to be. With subdomain you can make de.example.com and place this in German server and es.example.com and place this in Spanish server.
That's why subdomains for multilingual sites is notable exception of golden rule "do not use subdomains".
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
If I have two brands and I market one in English (BrandA.com) and one in Spanish (BrandB.com), and the websites are identical but in different languages, would that have a negative impact on SEO due to duplicate content?
I have a client who wants a website in Spanish and one in English. Typically we would use a multi-language plugin for a single site (brandA.com/en or /es), but this client markets to their Spanish-speaking constituents under a different brand. So I am wondering if we have BrandA.com in English, and the exact same content in Spanish at BrandB.com if there will be negative SEO implications and/or if it will be recognized as duplicate content by search engines?
Intermediate & Advanced SEO | | Designworks-SJ1 -
What is the "Homepage" for an International Website With Multiple Languages?
BACKGROUND: We are developing a new multi-language website that is going to have: 1. Multiple directories for various languages:
Intermediate & Advanced SEO | | mirabile
/en-us, /de, etc....
2. Hreflang tags
3. Universal footer links so user can select their preferred language.
and
4. Automatic JS detection of location on homepage only, so that when the user lands on /, it redirect them to the correct location. Currently, the auto JS detection only happens on /, and no other pages of the website. The user can also always choose to override the auto-detection on the homepage anytime, by using the language-selector links on the bottom. QUESTION: Should we try to place a 301 on / to point to en/us? Someone recommended this to us, but my thinking is "NO" - we do NOT want to 301 /. Instead, I feel like we should allow Google Access to /, because that is also the most authoritative page on the website and where all incoming links are pointing. In most cases, users / journalists / publications IMHO are just going to link to /, not dilly dally around with the language-directory. My hunch is just to keep / as is, but also work to help Google understand the relationship between all of the different language-specific directories. I know that Google officially doesn't advocate meta refresh redirects, but this only happens on homepage, and we likewise allow user to override this at any time (and again, universal footer links will point both search engines and users to all other locations.) Thoughts? Thanks for any tips/feedback!2 -
Local business with two separate websites...what to do?
Hey Mozzers! I have a client that I'm helping with some online ad campaigns for lead generation, but they recently had an SEO issue pop up I'm looking into for them. For whatever reason, they have 2 websites. Those are: http://www.healthsourceofroyalpalmbeach.com/ (newer site) http://www.healthsourcedecompression.com/ (older site) Their local listing is connected to the older site (above) and that's where they have all of their reviews. I know the BEST solution is probably to nix one of the sites and setup proper redirects, but how can they keep BOTH sites without damaging their SEO efforts? Currently, BOTH sites rank on page one for their primary kw target "chiropractors royal palm beach fl" Appreciate the help! Ricky
Intermediate & Advanced SEO | | RickyShockley0 -
Recommended SEO Companies
Looking for advice here.... We are a small business looking to secure/increase rankings in the search engines. What are some recommended SEO agencies/companies that are effective with today's search engine optimization standards. _ Thank you_
Intermediate & Advanced SEO | | wickerparadise0 -
Root Domain v Subdomain
Hi, Just doing some analysis on a domain, and the (external) linking root domains show as:
Intermediate & Advanced SEO | | bjs2010
21 to Root Domain
4 to Subdomain The site is hosted under the www. subdomain version and there is no 301 from domain to www.domain Should the site be: Hosted on the root domain instead of subdomain 301 all incoming requests on domain to point to www.domain (subdomain) Any comments and experience on this type of situation appreciated!0 -
XML Sitemaps - Multi-lingual website
Hi Mozzers, I am working with a large website that has some of its content translated across multiple languages. I am planning on using The Media Flow to create an HREFLANG Sitemap for content on various languages. Please see the attached image for the questions below. Thanks! Section Highlighted Yellow: When there is a URL that does not have a translated version, should it not be included on the same HREFLANG sitemap? Alternately, could I just remove the languages that are not being targeted, so this would just reflect English language targeting? fqO9Dvk
Intermediate & Advanced SEO | | J-Banz0 -
Ajax website and SEO
Hi all, A client of mine has a website similar to Pintrest. All in Ajax/. So imagine an ajax-grid based animal lover site called domain.com. The domain has three different Categories Cats, Dogs, Mice. When you click on a category, the site doesn't handle the URL and doesn't change the domain So instead of the domain going from domain.com to domain.com/cats, it uses the Ajax script and just shows all the cat pins. and when you click on each pin/post it opens a page such as domain.com/Pin/123/PostTitle It doesn't reference the category. However a page domain.com/cats does exist and you can go there directly. Is this an SEO issue for not grouping all pins under a category? How does Google handle Ajax these days, it use to be real bad but if Pintrest is going so well i'm assuming times have changed? Any other things to be wary of for a grid based/ajax site? I am happy to pay for an hour or two for a more in depth audit/tips if you can feed back on the above. Fairly urgent. Thanks
Intermediate & Advanced SEO | | Profero1 -
Unable to Crawl my Website
Hi all, I have a website that I am trying to promote, but tried to add it here in SEOMoz and got the following message: We have detected that the root domain evolving-networks.co.uk does not respond to web requests. Using this domain, we will be unable to crawl your site or present accurate SERP information. Does anyone know why this website cannot be crawled? Please help. Thank you in advance!
Intermediate & Advanced SEO | | LSDigital0