Optimizing Multilingual Websites for SEO: Subdomains vs. Subdirectories
Launching a multilingual website is an excellent strategy to expand your reach and serve diverse audiences effectively. However, when it comes to structuring your site for optimal SEO performance, many website owners face a crucial decision: Should you create separate domains for each language or use language prefixes (subdirectories)?
The Options at a Glance
Distinct Domains:
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example.com (English)
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example.fr (French)
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example.de (German)
Language Prefixes / Subdirectories:
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example.com/en/
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example.com/fr/
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example.com/de/
SEO Implications
Separate Domains:
Creating separate domains for each language can offer certain advantages. Search engines often treat each domain as entirely separate entities, allowing for targeted localization and branding. This setup can help build strong domain authority individually for each language-specific site, potentially boosting rankings within local markets.
Subdirectories with Language Prefixes:
Utilizing subdirectories (like /fr/, /de/) under a single domain is typically seen as more straightforward for SEO. It consolidates domain authority, helping all language versions benefit from the overall site’s reputation. Google’s decoding of language-specific content within subdirectories is generally effective, especially when paired with correct hreflang tags.
Cost and Maintenance
Separate Domains:
Managing multiple domains involves additional costs, registration fees, and ongoing maintenance efforts. It also requires deploying separate strategies for backlink building and content updates.
Subdirectories:
Using language prefixes is more cost-effective and simpler to maintain. It centralizes your SEO efforts and makes content management more streamlined.
Google’s Perspective
Google recommends implementing multilingual sites using subdirectories and hreflang annotations. Properly configured, this method ensures that Google recognizes the different language versions and serves users the most relevant version based on their location and language preferences.
My Recommendation
Given the costs, maintenance considerations, and SEO best practices, starting with a multisite setup using subdirectories is generally advisable for most small to medium websites. It allows for effective SEO management while reducing complexity and expenses. Nevertheless, if you have strong branding reasons or target entirely distinct markets, separate domains could offer additional benefits.
Final Thoughts
Ultimately, the best structure depends on your specific goals, resources, and target audience. Proper implementation of hreflang tags, quality content, and local SEO techniques are crucial, regardless of your choice. Consult with SEO professionals to tailor a strategy that