When it comes to local SEO, one big question often pops up: should you use subfolders or subdomains for different locations? This question is especially important for businesses that serve multiple areas. Let's explore why using subdomains can be better for local SEO and how to effectively set up your website for success.
Table of Contents
What Are Subfolders and Subdomains?
First, let's clarify what we mean by subfolders and subdomains. A subfolder is a part of your main website. For example, if your website is example.com, a subfolder would look like example.com/city1 or example.com/city2. On the other hand, a subdomain is like a separate mini-website that is still linked to your main site. It looks like city1.example.com or city2.example.com.
Why Use Subdomains?
Using subdomains can help you create a more focused approach for each location. Here’s why they often perform better:
- Hyper-Focused Content: Each subdomain can focus on a specific service or area. This makes it easier for Google to understand what each subdomain is about.
- Less Confusion: When you have a single subdomain focused on one area or service, it avoids confusing Google about what your business is. This is especially important if you have multiple services or locations.
- Better Performance: Our testing shows that subdomains often perform better than subfolders when it comes to ranking in local search results. This is because they can inherit authority and trust from the main domain while still being specialized.
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The Challenge with Subfolders
While subfolders can seem like a good idea because they benefit from the main domain's strength, they can also dilute your website's focus. Here’s what can go wrong:
- Mixed Messages: If you use subfolders for multiple locations and services, it can confuse search engines. They might not know if your site is a directory, a marketing agency, or a service provider.
- Less Clarity: When you mix too many topics or areas in one subfolder, it becomes harder for Google to categorize and rank your pages effectively.
Real-World Example: Tree Care HQ
Let’s look at an example involving Tree Care HQ, a marketing agency that initially tried using subfolders for different locations. The owner started building lead generation assets under the Tree Care HQ brand but noticed a drop in performance. This was largely because Google got confused about what Tree Care HQ was supposed to be.
When the owner shifted to using subdomains for each location, performance improved significantly. Each subdomain could clearly state its purpose and service area, making it easier for Google to understand and rank them.
How to Set Up Your Local SEO Strategy
Now that we understand the benefits of subdomains, how can you set up your local SEO strategy effectively? Here are some steps to consider:
Create Hyper-Focused Subdomains
When setting up your local sites, create a subdomain for each area you want to target. For example:
- city1.example.com for City 1
- city2.example.com for City 2
This way, each subdomain can focus on specific services relevant to that city or area. This hyper-focus helps improve your rankings in local search results.
Optimize Each Subdomain
Make sure to optimize each subdomain for its specific location. This includes:
- Using local keywords in your content.
- Creating location-specific landing pages.
- Building Google Business Profiles for each subdomain.
Build Internal Links
Linking between your main domain and subdomains can help share authority and trust. When you build links from your main site to your subdomains, you help them inherit some of the strength and relevance from your main website.
Ranking Multiple Locations on Google Maps
When you want to rank multiple locations on Google Maps, having a clear strategy is key. By using subdomains, you can create distinct profiles for each location. This helps avoid confusion and allows each subdomain to rank better on Google Maps.
Make sure to verify each Google Business Profile (GBP) for your subdomains. This is essential for local SEO success. Each profile should include accurate information about services offered, business hours, and location details.
Importance of Local Citations
In addition to having strong subdomains and optimized Google Business Profiles, local citations are important. A citation is any mention of your business name, address, and phone number on other websites. The more consistent and accurate your citations are across the web, the better your chances of ranking higher in local searches.
- Ensure that your business information is accurate on all directories.
- Look for local directories specific to your industry or location.
- Encourage customer reviews on your Google Business Profile and other platforms.
Large Scale Local SEO Optimization
If you are looking to scale your local SEO efforts, consider these strategies:
- Expand Your Subdomains: As you grow, continue to add more subdomains for each new service area.
- Monitor Performance: Keep an eye on how each subdomain is performing and adjust your strategy as needed.
- Build Links: Focus on building quality links to each subdomain to improve their authority.
Conclusion
In summary, when it comes to local SEO, using subdomains for different locations can be a more effective strategy than using subfolders. By creating hyper-focused subdomains, optimizing each one, and building strong local citations, you can improve your chances of ranking well in local search results. Always remember that clarity is key in helping Google understand your business and what you offer.
FAQs
What is better for local SEO: subfolders or subdomains?
Subdomains are generally better for local SEO because they allow for hyper-focused content, reducing confusion for search engines.
How do I optimize my subdomains for local SEO?
Optimize your subdomains by using local keywords, creating specific landing pages, and building Google Business Profiles for each area.
What are local citations, and why are they important?
Local citations are mentions of your business name, address, and phone number on other websites. They help improve your local search rankings.