When you’re building a statewide local directory, the URL structure you choose has long-term consequences. Subdomains and subfolders may look similar on the surface, but they behave very differently for SEO, scalability, and maintenance. The right structure keeps authority consolidated, pages easy to manage, and listings clearer for both Google and users. Below, we break down the most practical approach and explain when—if ever—subdomains actually make sense.
Table of Contents
One domain, one brand: keep the directory together
If the site is a single directory brand for a state, everything should live on that one domain. Managing multiple subdomains for the same directory quickly becomes a headache. Instead, use a single domain and organize by category and location inside that site.
Examples of good directory URLs:
- https://local-directory.com/hotels/marriott/ — category then business
- https://local-directory.com/marriott-newark-nj/ — business plus location on the main domain (useful for local landing pages)
- https://local-directory.com/hotels/newark/marriott/ — category then city then business, if you need a city-level folder
These keep all ranking signals on one domain. Links, content, and internal structure boost the same site rather than being spread over many subdomains where authority can be split.
Why we avoid subdomains for a single directory
Subdomains feel like separate sites to search engines in many cases. If you split a directory into hotels.local-directory.com, jobs.local-directory.com, and restaurants.local-directory.com, you create multiple sites that each need their own links, content depth, and technical care.
Problems we see with subdomains for a single directory:
- Increased management overhead — many dashboards and separate tracking.
- Split link equity — backlinks may not help the whole directory equally.
- Consistency issues — hard to keep categories and templates aligned.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
When subdomains make sense
There are cases where subdomains are a good idea. If each site really is a separate brand or a separate business with distinct goals, a subdomain can work. For example, for lead generation assets where each sub-site targets a single business type in a small area, separate properties can be easier to scale as separate sales tools.
Also, if you have a software or media property that needs separation for performance or compliance, a subdomain can be valid. But a single statewide directory is usually not one of those cases.
How to structure a directory for both SEO and Google Maps
We want the directory to rank well and help the listed businesses perform better in Google Maps. Follow these simple steps:
- Use category and location pages. Category pages like /hotels/ and location pages like /newark/ help users and search engines find the right content.
- Create business detail pages on the main domain. Example: /hotels/marriott/ or /hotels/newark/marriott/ — these pages host NAP, description, images, reviews, and local data.
- Link the GBP listing from the business page. Include a link to the business’s Google Business Profile and embed a map when possible.
- Use schema markup. Add LocalBusiness schema to business pages for clarity. That helps search engines understand the listing.
- Keep content unique and useful. Avoid thin, templated pages. Add photos, local tips, and specific details for each business.
When directory pages are useful and well-linked, they can help the business’s organic presence and sometimes support local pack performance. But the directory page itself will not replace a properly set up Google Business Profile. It should complement it.
On brand subdomains like marriott.local-directory.com
A URL like https://marriott.local-directory.com/ may look slick, but it can create confusion. It reads as if the hotel has its own site hosted on your domain. That can be problematic for trust and management. For a directory, keeping the business under a category folder on the main domain is clearer for users and for search engines.
Practical URL patterns we recommend
Pick one main pattern and stick with it. Consistency matters more than picking the perfect permutation. Our preferred patterns:
- Category then business: /hotels/marriott/ — simple and easy to scale.
- Category then city then business: /hotels/newark/marriott/ — useful if city-level content is important.
- Business plus city on main domain: /marriott-newark-nj/ — great for pages focused only on that location.
We avoid patterns that put each business on its own subdomain unless there's a specific technical or business reason.
Site platform matters: keep pages light and fast
Fast, clean code helps ranking. We used to run many sites on page builders that output heavy code. For a while those sites ranked fine, but search engines keep changing. Right now, lean static HTML sites perform better in many tests.
What we do:
- Choose a platform that serves lightweight HTML for public-facing pages.
- Avoid bloated front-end frameworks for directory listings.
- Prioritize page speed, simple markup, and clean sitemaps.
When code is light and pages load fast, user engagement improves and search engines can crawl more efficiently. That helps the whole directory.
How to roll out the content: start simple and expand
Start with one category, build strong pages, and add more categories once the process is repeatable. For example, begin with hotels, add detailed business pages, and then branch into restaurants, jobs, and events.
When populating pages, focus on quality. A few great pages beat many thin pages. Make sure each business page has:
- Accurate name, address, phone
- Short, unique description
- Photos and local details
- Link to the Google Business Profile
- Local signals like nearby landmarks or transit
Managing multiple types of assets: directory vs lead-gen sites
Keep the directory as a single brand on one domain. For lead-gen assets that target specific services in specific areas, we can use separate sites or subdomains because those are treated like individual products to sell. The key is clear separation of purpose:
- Directory: one domain, many categories and locations.
- Lead-gen LLG sites: separate properties when each site is a focused product for acquisition.
Checklist before you launch
- Decide your URL pattern and document it.
- Build category and location templates with LocalBusiness schema.
- Ensure each business page links to the official GBP and includes unique content.
- Choose a fast, lightweight hosting and site builder.
- Test mobile experience and page speed before adding thousands of listings.
Should we use subdomains for each business type or keep everything on one domain?
Keep everything on one domain for a single-state directory. Use folders and silos by category and location. Subdomains add complexity and can split site authority.
Will using subfolders help Google Maps ranking for the businesses listed?
A quality directory page can support a business’s online presence, but it does not replace a properly optimized Google Business Profile. Use directory pages to complement GBPs and link to them directly.
Is marriott.local-directory.com a good idea for a hotel listing?
No. That looks like a dedicated site for the brand and can cause confusion. Put the listing under a category folder on the main domain instead.
When should we consider subdomains?
Consider subdomains when properties are truly separate products or brands, or when you need strict separation for legal, technical, or sales reasons. For a single directory brand, stick with folders.
What platform should we use for the directory?
Use a platform that produces lightweight, fast HTML pages. Avoid bloated code and heavy builders for public listing pages. Speed and clean markup help SEO and user experience.
Final thoughts
For a statewide local directory, single domain, consistent URL patterns, and fast pages are the best path. Start with one category, build strong business pages, and expand. Keep the site organized by category and location, link to GBPs, and use simple, fast code. That approach makes the directory easier to manage and gives the best chance for organic and local search success.