Where you publish agency content has a bigger impact than most teams realize. Put everything on the main site and you risk bloating pages that should convert. Push everything off-site and you lose brand cohesion and long-term leverage. The right setup balances visibility, authority, and focus. In this post, we break down when content belongs on your main domain, when a subdomain makes sense, and when external platforms like Medium are the better play—especially as AI-driven search changes how content is discovered.
Table of Contents
The three publishing options
When we publish content, we usually pick one of these places:
- Root domain (the main money site) — This is where your service and product pages live. It is where visitors convert into customers.
- Subdomain — A blog.example.com that sits under your domain but is separate from the main site.
- External branded sites — Platforms like Medium, WordPress.com, Google Sites, social profiles, or press releases. These are not on your domain.
Which content belongs where
We separate content into two main types:
- Top-of-funnel (informational) — Articles that answer general questions, teach, or build awareness. These bring new people in, but they are not ready to buy yet.
- Bottom-of-funnel (transactional) — Pages with clear buying intent. These are service pages, pricing pages, and local landing pages that convert visitors.
Our rule of thumb:
- Keep bottom-of-funnel pages on the root domain. These pages must be focused and not compete with other content on the main site.
- Publish most top-of-funnel content on external branded sites or a subdomain. External sites help you spread your brand and reduce risk of competing pages on your money site.
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Why consider a subdomain now
For a long time we recommended publishing informational content off the main site on branded platforms. That still works. But with the shift toward AI-driven search, we have started testing another option: the subdomain.
A subdomain gives you a branding link to the main site while keeping the main root domain focused. It also allows your informational posts to collect links and attention. When those posts earn links, some of that benefit can flow to the root domain through internal links.
In short, a subdomain sits between the root domain and fully external platforms. It can be a smart place to publish blog posts if you want a closer brand tie without risking your product and service pages.
How this ties to AI SEO (Gemini)
We are now optimizing content for AI search signals, especially models like Gemini. The key ideas are simple:
- Write clear, answer-focused content for informational queries.
- Publish where the model can find and trust the content. Branded external sites and subdomains both help build that trust.
- Link smartly. Links from external posts or a subdomain to your money pages help the search models see authority and relevance.
If you optimize for Gemini-style answers, the results often carry over to other search models as well. The format and placement of content matter as much as the words.
Cross-linking and sharing your YouTube videos
We always recommend cross-sharing content across platforms. Tag and link posts where it makes sense. That increases reach and helps discovery.
When you create YouTube videos, link them from other accounts and posts. Share the video on your subdomain blog, put it in an external Medium article, and embed it on social profiles. Linking videos and embedding them in posts helps viewers find them and helps search systems see the content is important.
Practical publishing strategy (step-by-step)
- Keep your money pages on the root domain. Focus them on local or transactional queries if you target local businesses.
- Decide where your informational content should live:
- If you want quick brand reach and easy publishing, use external sites (Medium, WordPress.com, Google Sites, social profiles).
- If you want closer brand connection and possible SEO lift to the main domain, test a subdomain blog.
- Cross-link. From external posts or subdomain posts, link to your root domain service pages where relevant.
- Share YouTube videos on those posts and on social profiles. Tag and link to create more touch points.
- Monitor results and test. Track which pages bring traffic and which lead to conversions. Adjust where you publish based on that data.
Quick checklist for each publish method
- Root domain: Use for service pages, local landing pages, and transactional content only.
- Subdomain: Use for longer-form blogs that we want tied to our brand. Link back to the root domain service pages.
- External branded sites: Use for wide distribution, where syndication and community matter. Cross-link to your brand and root domain.
Common mistakes to avoid
- Posting everything on the main site and creating competing pages that hurt conversion focus.
- Keeping content isolated on external sites without linking it back to the root domain.
- Not testing. What works for one niche or market might not work the same for another.
- Publishing on platforms that get suspended often. Choose stable hosts.
Final thoughts
We like a mixed approach. Use external branded platforms to spread content far and fast. Use a subdomain when you want a stronger brand tie and possible SEO benefit for the root domain. Keep the main site focused on converting visitors with bottom-of-funnel pages.
Cross-linking and sharing videos from multiple accounts increases reach and helps search systems connect the dots. Test, measure, and shift where you publish based on what brings traffic and conversions.
FAQ
Should we blog on the main domain?
Keep the main domain focused on pages that convert. If your blog content is mostly informational and could compete with service pages, publish it on a subdomain or external branded sites instead.
Is a subdomain better than Medium?
A subdomain gives a stronger brand link to your main site and can pass value back when you link to service pages. Medium and other external platforms are great for reach and easy publishing. Use both where it makes sense.
Will linking YouTube videos from other accounts help?
Yes. Cross-sharing and linking videos increases reach and discoverability. Embed videos in posts, share them on social profiles, and link between accounts when appropriate.
How do we optimize for AI search like Gemini?
Write clear answers to common questions. Publish content where models can find it and trust the brand. Use structured content, cross-link to relevant pages, and monitor which content the AI seems to favor.
What should local businesses focus on?
Local businesses should keep the site focused on bottom-of-funnel queries that drive conversions. Publish informational content externally or on a subdomain so the main site stays clean and conversion-focused.