Put together these slides to answer common questions around domain architecture for international SEO. reach out if you ever have any questions!

1. How to Structure a
Website for
International SEO
Eli Schwartz, Director of Organic Product
@5le

2. Choosing the right structure for international SEO is critical for
maximum visibility… a misstep here can hurt domestic rankings

3. 3Confidential
There are 3 options to choose from
Subdirectory:
Example.com/uk/
Or
Example.com/fr/
• Subdomain:
• UK.example.com
• Or
• FR.example.com
• ccTLD (country code top
level domain)
• Example.co.uk
• Or
• Example.fr

4. 4Confidential
Pros and cons of ccTLD
Pros
• Hyperlocal approach for international
markets
• Possible higher CTR
• Granular tracking in Google Analytics and
Google Search Console
Cons
• Expensive
• SSL certificates
• Domain registration
• Routing
• Complex technical implementation
• Splitting of SEO resources

5. 5Confidential
Subdomains
Pros
• Granular tracking in Google Analytics and
Google Search Console
Cons
• Ranking collisions with root domain
• Lower priority in rankings
• Splitting of SEO resources

6. 6Confidential
Subdirectories
Pros
• Very easy to set up
• Instant SEO value
Cons
• Harder to track
• Eliminates certain offsite translation
packages
• Requires explicit site structure for single
language navigation

7. 7Confidential
Exceptions to be aware of:
• Single language- single country sites like:
• Israel – Hebrew
• Russia – Russian
• Norway – Norwegian
• Finland – Finnish
• Sweden – Swedish
• Netherlands – Dutch (there are some islands that also speak Dutch)
• China – requires that all data be served locally and under their control.

8. 8Confidential
Summary: what should you choose?
• The easiest option is subdirectory, however if you have the resources and the need for
localization you could step up to ccTLD
However, be aware that there’s no proven ranking benefit
Read my blogpost here for more http://www.elischwartz.co/cctlds-arent-preferred-way-
localize-google/

9. Curious?
Twitter:
@5le