Lately, one question that keeps popping up is: 'Should I use a subdomain (example.yourwebsite.com) or a subdirectory (yourwebsite.com/example) for my blog to improve its SEO?
The subdirectory vs. subdomain debate has been around for years. Some SEO specialists are against using subdomains, while others argue it doesn’t make much of a difference at all.
However, it’s completely understandable to want to know which option is best for your business.
Content marketing remains one of the most effective ways to attract inbound traffic, establish authority in your field, and generate a steady stream of visitors. Blogging, in particular, is a powerful tool for driving highly targeted traffic to your website.
The reality is, it’s not as black and white as it may seem. There are many factors to consider, whether you’re thinking about making the switch or simply questioning the impact of your current setup.
In this article, we’ll break down the key differences, weigh up the pros and cons, and provide real data to help you make the best decision for your business.
A subdomain (e.g., blog.example.com) is a separate part of a website that functions independently from the main domain. It’s often used for content that serves a different purpose than the main site. For example, an e-commerce business might use a subdomain for its store while keeping its main website focused on content and branding.
A subdirectory (e.g., example.com/blog/) is a section within the main website, keeping all content under the same domain. It’s commonly used for blogs, product categories, and resource pages that align with the main site’s purpose, making navigation and content management more seamless.
Since a subdomain acts as a separate entity from the main website, it becomes useful when content, functionality, or tracking needs to be independent.
A subdirectory is a good option for small-scale businesses that don’t need extras like a separate CMS or advanced tracking tools. It allows for a simpler, more streamlined website structure, making content easier to manage and navigate.
Take one of our past marketing clients as an example—their website was split across multiple domains, including a separate blog subdomain. Their blog continued to drive consistent traffic for years without any major ranking issues.
Looking at Semrush data, we found that their main site and blog subdomain have the exact same authority score.
Sub domain:
Main domain:
While authority score isn’t a direct Google ranking factor, it’s a good indicator that the two domains are working together rather than competing.
There is a difference in total backlinks between the two, but thanks to a strong internal linking structure, this doesn’t appear to have a negative impact. Google has stated multiple times that it treats subdomains and subdirectories the same in terms of rankings, so the idea that subdomains are automatically worse for SEO is more of an opinion than a fact.
“Google Web Search is fine with using either subdomains or subdirectories... use what works best for your setup and think about your longer-term plans when picking one or the other.”
There’s some evidence suggesting that subdirectories may rank faster than subdomains, but this is difficult to prove conclusively.
Case study Tweet from Aleyda Solis, the founder of Remotersnet
Most case studies fail to isolate variables like:
Without controlling these factors, the idea that subdirectories are always better for SEO isn’t a black-and-white rule. Instead, the real impact depends on things like website size, content strategy, tracking needs, and site organisation—not just whether a blog sits on a subdomain or subdirectory.
Rankings depend on hundreds of factors, and search results can vary case by case depending on the industry. Some websites might benefit more from a subdirectory, while others won’t see any difference at all. Before deciding to migrate a subdomain, it’s important to evaluate other key ranking factors, such as:
If your only reason for switching from a subdomain to a subdirectory is to improve SEO, it’s probably not worth it. There are too many variables at play, and other ranking factors will likely have a far bigger impact on performance. Instead of focusing on site structure alone, businesses should first look at optimising content, improving site experience, and building authority before considering a full migration.
The debate between subdirectories and subdomains has been ongoing for years, but as we’ve seen, there’s no one-size-fits-all answer. Each has its own strengths, and the right choice depends on your website’s structure, technical needs, and long-term goals.
What’s more important is not getting caught up in site structure alone, SEO success is influenced by many factors beyond URL format. Businesses that focus on these elements are far more likely to see long-term gains than those who switch structures hoping for an instant SEO boost.
Instead of viewing this as a technical debate, think about what makes the most sense for your business. Does your blog need to be tightly integrated with the rest of your website? Or does it serve a separate function that requires independence? Answering these questions will help guide your decision in a way that benefits your overall digital strategy.
At the end of the day, both options can work, and what matters most is how well your website is optimised as a whole.