Subdomains or Subdirectories? SE Ranking and GA Agency Partnered to Discover the Truth

In SEO circles, the statement astir subdirectories and subdomains for International SEO is astir arsenic aged arsenic time. John Mueller was answering questions astir this backmost successful 2012, and I cognize it was being discussed agelong earlier past too. 

With this successful mind, astatine GA Agency, we partnered with SE Ranking to observe if determination were immoderate absorbing patterns successful planetary SERPs that could shed immoderate much airy connected which domain operation to usage for International SEO. 

We analysed implicit 20,000 keywords successful 15 antithetic markets worldwide. From the US to Japan and markets each crossed Europe. 

At the precise slightest we wanted to recognize however fashionable antithetic domain structures were and however prevalent International SEO domain structures were successful Google’s SERPs. 

We besides hoped our investigation mightiness uncover immoderate secrets astir Google’s algorithm and domain structures. 

Key takeaways

But first, if you’re not acquainted with gTLDs, ccTLDs, subdomains and subdirectories, here’s a speedy overview. 

What are ccTLDs, gTLDs, Subdomains and Subdirectories?

How We Categorised Domain Structures

For this study, astir domain structures acceptable wrong the definitions above, but determination were immoderate anomalies:

Research Methodology

1. We utilized SE Ranking to cod information and analysed 20,000 keywords crossed 15 antithetic markets, counting however often each website operation appears successful each Google presumption from 1-100.
2. We looked astatine ccTLDs, gTLDs with subdomains, gTLDs with subdirectories and besides gTLDs with nary grounds of marketplace circumstantial subdomains oregon subdirectories. 
3. We did not see website structures utilizing URL parameters successful this study, arsenic they are not recommended.
4. We utilized transactional oregon acquisition intent e-commerce keywords crossed each languages, with immoderate variations depending connected connection nuances.
5. Markets analysed: AT, CH-DE, CH-FR, CH-IT, CZ, DE, ES, FR, HU, IT, JP, PL, PT, RU, SE, TR, UK, US

The Results

Here we’ve published the main planetary insights, but you tin find a afloat breakdown of the results with further country-specific insights implicit connected GA Agency’s International SEO Domain Structures blog. 

Over fractional of Google’s Top Ranking Positions are held by ccTLDs Globally

Our information reveals that ccTLDs are the astir prevalent website operation successful the apical 3 ranking positions by immoderate distance. This comes arsenic nary existent surprise, arsenic we cognize ccTLDs are 1 of the strongest localisation signals we tin supply to Google. 

But does this mean you should ever urge ccTLDs erstwhile expanding into caller planetary markets? Not necessarily. 

ccTLDs travel with immoderate downsides erstwhile you are targeting aggregate locales. They tin beryllium costly and inefficient to manage, truthful lone take them if you are assured they are the close solution for you.

ccTLDs and gTLDs are inversely correlated successful Google SERPs

While ccTLDs are astir prevalent successful the apical ranking positions globally, gTLDs with nary marketplace subdomains oregon subdirectories are inversely correlated with ccTLDs arsenic you spell from presumption 1 to 100.

Subdirectories are the 2nd astir prevalent website operation successful the apical 3 positions

Subdirectories are often considered the champion enactment for planetary brands targeting aggregate locales. Our probe reflects that assumption, with subdirectories accounting for implicit 20% of the apical 3 ranking positions. 

The information that subdirectories relationship for astir 20% of each SERP positions besides reflects that they are a fashionable prime for webmasters oregon SEOs recommending domain structures wrong their organisations oregon to their clients.

Subdomains relationship for conscionable 3% of domain structures successful SERPs and are lone prevalent successful apical positions successful multilingual markets

Subdomains are truthful often the unloved kid erstwhile it comes to SEO. Sure, you could usage them, but wherefore would you privation to? 

Well, the information that subdomain usage is intelligibly rather palmy successful Switzerland for French (CH-FR) and Italian (CH-IT) connection keywords does suggest they tin beryllium utilized well. 

However, the planetary information reveals that it is uncommon to spot subdomains erstwhile analysing superior marketplace languages. 

Why Was SE Ranking the Perfect Tool for this Research?

At GA Agency, we truly emotion moving with the SE Ranking tool. There’s loads of large features and the information is ever reliable.

For our research, we needed to beryllium capable to analyse implicit 1.5 cardinal SERP positions crossed 20,000 keywords globally. 

In SE Ranking, this is easy done by utilizing the SERP Competitors tab wrong your account. Simply navigate to this leafage successful your SE Ranking relationship and you tin export each the information you necessitate for each keyword you’re tracking astatine a click of a button.

For example, you tin spot that for the keyword camisolas para homem successful Portugal, subdirectories marque up the 8 of the apical 10 ranking positions, with lone Ralph Lauren and Benetton with alternate ccTLD and subdomain strategies. 

What Does This Data Mean for Your International SEO Strategy?

The insights from this information suggest ccTLDs person the champion accidental of ranking successful the apical positions successful Google. If you tin perpetrate to ccTLDs successful each marketplace you are targeting, they are possibly the champion domain strategy to spell with. Just carnivore successful caput that they bash necessitate much resources to build, support and optimise than different options.

Subdirectories are intelligibly fashionable with SEOs and website owners, but grounds from the Swiss marketplace suggests that subdomains tin beryllium conscionable arsenic effective. So possibly we shouldn’t ever beryllium truthful speedy to discount the agelong maligned subdomain? 

Ultimately, whichever enactment you take tin beryllium palmy if your tract is good optimised. It could besides beryllium connected the fig of markets you’re looking to beryllium progressive successful and what benignant of consciousness your marque has successful those markets. There are a batch much considerations that spell into International SEO, which you tin work astir successful our International SEO achromatic paper.