Basics of owned media: Difference between subdomain and subdirectory

Subdomains

and

subdirectories

are used as SEO measures for owned media.

Subdomains and subdirectories have different roles.

By understanding and utilizing the difference between subdomains and subdirectories, you can implement effective SEO measures.

Differences between subdomain and subdirectory structure

The difference between a subdomain and a subdirectory can be thought of as the difference in their role in owned media configuration.

subdomain

A subdomain is a method of dividing

a domain

and operating it in an independent configuration.

The subdomain will be displayed as “○○○○.Original domain”.

You can use the original domain to create media with different themes.

Examples of subdomains can be found in the various services offered by Rakuten.

subdirectory

A directory in a subdirectory has the same meaning as a folder.

In other words, a subdirectory is the creation of a subfolder.

The subdirectory is organized under the original directory and appears as “Original domain/○○○○”.

An example of a subdirectory can be seen in the homepage category of the casual brand “UNIQLO”.

Difference between using subdomain and subdirectory

As you can see from the difference in structure, subdomains and subdirectories have different roles in operating owned media.

By using subdomains and subdirectories, you can effectively utilize them.

How to use subdomains

Subdomains are highly independent, so they are an effective method when you want to operate media with a completely different theme from your current owned media.

If you want to start up media with a different theme, you will need to sign up for a new domain, but by using subdomains, you can operate media with a different theme based on your current owned media, reducing operating costs. This has the advantage of cutting down on time and effort.

How to use subdirectories

Subdirectories are useful when creating content related to the current owned media theme.

A good use case for subdirectories is when you have an owned media theme and there are parallel subthemes related to the theme.

It is said that there are four search intentions that trigger a user’s search on the Internet: “I want to know, I want to go, I want to do something, and I want to buy.” However, users who visit owned sites from search engines have similar search intentions. I have many questions, concerns, and challenges.

By utilizing subdirectories and arranging subthemes related to a larger theme, you can centrally manage content that satisfies users’ search intent in one domain.

In addition to content related to the theme of owned media, subdirectories can also be used effectively.

This is a case of operating a mail-order media that collaborates with many stores.

A mail order site has the original mail order media at the top and many stores at the bottom.

By using subdirectories, you can add new stores and manage expanding product information efficiently.

How to use subdomains and subdirectories with SEO in mind

When considering SEO effects, you need to pay attention to how search engines evaluate subdomains and subdirectories.

Subdomain SEO evaluation

Since subdomains are highly independent, their ability to inherit the current SEO evaluation of owned media is low.

Subdomains are used in cases where you are operating media with a completely different theme from your current owned media, so you should consider starting with the same SEO evaluation as for media that has newly acquired a domain.

However, if the SEO rating of the current owned media is strong, the possibility of improving the crawlability of the linked subdomain increases, and the rating of the subdomain can be expected to gradually increase.

*For information on crawlability, please see the column below.

About content design that takes crawlability into account to increase SEO effectiveness

SEO evaluation of subdirectories

Since the subdirectory is located under the original directory, it can carry over the SEO rating of the current owned media.

The SEO ratings earned by subdirectories flow to the original directory, Owned Media.

In other words, the original directory’s owned media and subdirectories can inherit SEO ratings from each other, increasing the overall rating.

summary

◆Subdomain is a method to separate domains and operate them in an independent configuration.

◆Subdirectories are configured under the original directory.

◆Subdomains are highly independent, so they are an effective method when you want to operate media with a completely different theme from your current owned media.

◆Subdirectories are useful when creating content related to the current owned media theme.

◆ Subdomains should be considered to start with the same SEO evaluation as the newly acquired media.

◆Owned media, which is the original directory, and subdirectories can inherit SEO ratings from each other, increasing the overall rating.