Subdomains Subdirectories or ccTLDs for Global Audiences

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Subdomains, Subdirectories or
ccTLDs for Global Audiences

Subdomains, Subdirectories or ccTLDs for Global Audiences
© Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/ 2
Globalization and
content are
keywords
prevalent in SEO
discussions in
companies across
all industries.

Once you decide the international markets
to expand into and whether you are
targeting by language or country,
translating or localizing your website
content is a must.

But which domain
structure is most
appropriate for that
content? Subdirectori
es, subdomains or
country code top-level
domain (ccTLDs)?

In these slides, I will briefly explain what
subdirectories, subdomains and ccTLDs
are, and list a few of the pros and cons of
each. If you are considering a website
localization project, this will provide
helpful information to decide which option
is best for you.

ccTLD
Moz defines a ccTLD as a domain reserved for a specific country or territory.
These two letter ISO country codes show search engines in what country or
territory a website is registered.
This type of domain is best when you are targeting based on a country or
territory, not a specific language. Some ccTLDs require you to be a citizen or
otherwise affiliated with the country to qualify to register that domain.
An example of a ccTLD is, www.example.ae, for the United Arab Emirates.
Countries that use non-Latin characters for their writing systems have top
level domains available, called internationalized country code top-level
domains.

Below are some of the pros and cons of using ccTLDs from Moz and Seer
Interactive.
Pros
• Most reliable way to show search engines and users where a site originates
• Will rank better in target users' SERPs
• Provides geolocalization signal
• Easy to market
Cons
• Requires separate SEO strategy
• Crawled separately
• Each domain could require technical support and hosting costs
• If country owning the ccTLD is politically unstable, it may be renamed
• You may be subject to censorship measures

Subdirectories
A subdirectory is a directory stored inside another directory, also referred to
as a subfolder. Subdirectories are helpful to create separate pages for each of
your targeted languages. But, they still exist within your main domain so
there is no need for separate hosting.
Note: Image Credit

Subdirectories are appropriate when you are
using a language targeted approach and don't
have the technical support or financial resources
to manage ccTLDs. This type of domain is also
useful as a starting point to see what type of
traffic you will receive from your targeted
audiences.

According to Search Engine Watch, subdirectories are a
good option when you have a generic top-level domain
(gTLD) that doesn't correlate to a specific country, like
.com. Subdirectories will add complexity, but it will
make it easier to index content on different web
versions.
An example of a subdirectory is www.example.com/es
for Spanish.

Below are some of the pros and cons of using subdirectories from Moz and Seer
Interactive.
Pros
• Only one domain for technical support
• Consolidates domain authority
• Less expensive to manage
Cons
• Can't have specific IP address for subdirectories
• Has weakest geolocalization signal
• Adds additional complexity with country directories for each version
• Users prefer to browse locally

Subdomains
Subdomains are separate sites affiliated with your primary URL. This type of
domain can be used to organize and manage a set of information targeted
towards a specific audience.
Subdomains can either be language or country specific. They can be hosted
separately, but exist within a generic top-level domain (gTLD.) This type of
domain structure is appropriate if there isn't a budget for ccTLDs.
Note: Image Credit

SEO Buzz states that domain authority does not benefit
subdomains as efficiently as subdirectories.
Subdomains require constant, fresh content and
backlinks in order to be successful. Hosting costs
associated with subdomains can also make it a less
attractive option.
An example of a subdirectory is us.example.com, for
the United States.

Below are some of the pros and cons of using subdomains from Moz and Seer
Interactive.
Pros
• Easier to manage and maintain than ccTLDs
• Possible to have local IP address
• Can have separate, local host
• Easy to track results or conversions on Google analytics
• Multilingual websites for each country
• Can geotarget separately with Google Webmaster Tools
Cons
• Requires separate SEO strategy
• Users prefer to browse locally
• Optimization for localization isn't as simple as ccTLD
• Adds additional complexity with country subdomains for each version

Summary
Each of these three domain types can be used for website projects. You must
consider the type of content you provide along with your website structure
to determine if subdomains, subdirectories or ccTLDs are your best option.
International SEO best practices state that ccTLDs are the best way to show
search engines and users where a site originates. ccTLDs will also rank higher
in users SERPs. However, ccTLDs may not always be the best option when you
are localizing your website content.
Technical support, financial resources, and whether you are targeting by
language or country are all important factors that must be considered when
deciding which domain structure will be your best option now and in the
future.

Further Resources on Global Digital Marketing (SEO and SEM)
GPI's Global Search Engine Optimization Specialists can help optimize your multilingual websites for
better SERP results. Our teams can provide both organic Search Engine Optimization (SEO) and Search
Engine Advertising (SEA) such as Pay-Per-Click (PPC), paid inclusions or contextual advertising to help
you achieve better visibility in country-specific search engines, which will lead to increased traffic and
ROI with your multilingual version websites.
For more information on issues specific to search engine marketing (SEM), you may wish to review
our previous blogs:
A Multilingual Search Engine Marketing (SEM) Primer
Arabic SEO and Localization
Global SEO: 4 Top Factors
Top Tips for Successful Multilingual SEO
Why are Multilingual Keywords important for your international websites?
Please feel free to contact GPI at info@globalizationpartners.com with any questions about our
language and technology services. Also let us know if you have any interesting blog topics you would
like us to cover in our future blogs. You may request a complimentary Translation Quote for your
projects as well.

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Subdomains Subdirectories or ccTLDs for Global Audiences

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