What is Subdomain?
A subdomain is a separate section of a website that exists as a distinct entity under the main domain, appearing before the primary domain name (like blog.example.com or shop.example.com). Search engines treat subdomains as separate sites with their own authority, indexing, and ranking potential, which significantly impacts how content on these sections performs in organic search.
Ecommerce SEO Glossary > AI / LLM SEO > Subdomain
What You Need to Know about Subdomain
Search Engines Treat Subdomains as Separate Sites
Google and other search engines typically crawl and index subdomains independently from the main domain, meaning authority and rankings don’t automatically transfer between them.
Subdomains Don’t Inherit Main Domain Authority
Link equity and domain authority built on your main site don’t flow to subdomains by default, requiring separate SEO efforts to build rankings for subdomain content.
AI Overview Visibility Can Be Limited
Google’s AI-generated overviews and SGE features may prioritize main domain content over subdomain pages, potentially reducing visibility for subdomain-hosted resources in AI-powered search results.
Consider Subdirectories for Most Use Cases
For ecommerce sites and content hubs, subdirectories (example.com/blog) typically perform better than subdomains because they consolidate authority and strengthen the main domain’s ranking potential.
Technical Setup Requires Additional Configuration
Subdomains need separate Search Console properties, analytics tracking, and sitemap submissions, creating more complex technical management compared to subdirectory structures.
Strategic Use Cases Still Exist
Subdomains make sense for genuinely distinct platforms like customer portals, separate geographic markets, or substantially different user experiences that benefit from technical isolation.
Frequently Asked Questions about Subdomain
1. When should I use a subdomain instead of a subdirectory?
Use a subdomain when you need technical isolation for a distinct platform, separate geographic market, or completely different user experience that operates independently from your main site.
2. Do subdomains hurt my main domain’s SEO performance?
Subdomains don’t directly hurt your main domain, but they fragment your authority by creating separate entities that compete for rankings rather than consolidating link equity and content signals.
3. How do AI search features handle subdomain content?
AI-powered search features like Google’s AI Overviews may deprioritize subdomain content compared to main domain pages, potentially reducing visibility in generative search results and featured answers.
4. Can I migrate from a subdomain to a subdirectory without losing rankings?
Yes, you can migrate using 301 redirects to preserve rankings, though you’ll need careful planning with redirect mapping, Search Console updates, and monitoring to minimize traffic disruption during the transition.
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