Which website structure is better?

[mncheetah]

I run a website which reviews and discusses products in various categories.

From Google's standpoint which of the following website structures WILL HAVE A BETTER CHANCE of being ranked higher?

Structure 1 focuses more on content, while structure 2 focuses more on creating inbound links from separate domains. Lets just say that there are 10 review categories.

The structures are outlined below.

Structure 1:

-Have each category be a subdirectory within the root domain
-Provide a "category navigation list" on each page linking to each subdirectory.

Example:

Root domain: www.reviewsite.com
stereos subdirectory: www.reviewsite.com/stereos
speakers subdirectory: www.reviewsite.com/speakers

This structure would have the benefit of having more content.


Structure 2:

-Have each category be a subdomain of the root domain
-Provide a "category navigation list" on each page linking to the subdomain URL for each "subdomained" site.

Example:

Root Site: www.reviewsite.com
stereos site: stereos.reviewsite.com
speakers site: speakers.reviewsite.com

This structure would have the benefit of having more external links linking to each category site because each category site is treated as a separate domain.

[glengara]

IMO your subjects may be too close to each other to logically use sub-domains, they've been a popular method of "bigging-up" a site, and as that seems to be your intention, directories may be the safer option.

[ponjovi]

I have the same question....

[mcanerin]

Here is a rule of thumb:

If you are linking between the sections heavily (including linking between subsections), then use a subdirectory: domain.com/subdirectory. This should be your normal approach, and the default method.

If you are linking between them moderately (maybe once per page on a nav bar, or only from the home section, for example), then use a subsite: subsite.domain.com. Craigs list is a good example of this: the subsections for each city don't really link to each other, and each subsection has many of it's own links. They are obviously all owned by the same person, but they are run as if they were independent.

If you are linking between them lightly or not at all (lightly= 1-5 links total) then use a separate domain: domain1.com, domain2.com. An example of this would be a movie studio and the various movie sites it has - the movie sites don't link between each other - they usually only link to the main site, if they even do that.

Basically, the more likely it is that your interlinking method might look like a PR passing system, the closer the areas should be.

Remember that Google does not really measure sites based on their physical setup, but rather the linking systems between pages.

My opinion,

Ian

[AussieWebmaster]

Here is a rule of thumb:

If you are linking between the sections heavily (including linking between subsections), then use a subdirectory: domain.com/subdirectory. This should be your normal approach, and the default method.

If you are linking between them moderately (maybe once per page on a nav bar, or only from the home section, for example), then use a subsite: subsite.domain.com. Craigs list is a good example of this: the subsections for each city don't really link to each other, and each subsection has many of it's own links. They are obviously all owned by the same person, but they are run as if they were independent.

If you are linking between them lightly or not at all (lightly= 1-5 links total) then use a separate domain: domain1.com, domain2.com. An example of this would be a movie studio and the various movie sites it has - the movie sites don't link between each other - they usually only link to the main site, if they even do that.

Basically, the more likely it is that your interlinking method might look like a PR passing system, the closer the areas should be.

Remember that Google does not really measure sites based on their physical setup, but rather the linking systems between pages.

My opinion,

Ian

Very well explained....

[ponjovi]

Ian, thanks for the explanation and examples.

Are you saying that if your structure doesn't appropriately reflect the linkages between sections (as you outlined), Google will penalize you?

What I'm trying to figure out first and foremost is whether it would be more effective to create separate sites for the different topics, or to consolidate them into one site (using either subdomains or subdirectories). How much cross linking I do between sections is relatively flexible. In other words, if it's generally accepted to be more effective to have separate domains for different topics, then I would do that and just not cross-link. Or if it was better to go umbrella style and put all topics on one domain using subdirectories or subdomains, I could craft more cross-links accordingly.


Maybe I need to understand this:

Basically, the more likely it is that your interlinking method might look like a PR passing system, the closer the areas should be. Remember that Google does not really measure sites based on their physical setup, but rather the linking systems between pages.

What do you mean by a "PR passing system"?

Thanks,
Bryan

[mcanerin]

Are you saying that if your structure doesn't appropriately reflect the linkages between sections (as you outlined), Google will penalize you?

More like MAY penalize you - it's a lot more complicated than just links and structure, though it's more risky to vary from the rules of thumb I listed earlier. There are people breaking those rules every day and have been doing so for a long time without any issues, and there are people who dropped in rankings almost immediately, so it's not just one thing, or an automatic penalty.

re: PR passing - It's commonly known among SEO's that a link from a different domain is "worth more" than a link from within a domain. Accordingly, many people try to fake out the system by creating what looks like multiple domains and artificially raising their rank as a result. This usually results in a penalty, though I've seen exceptions.

Here is a second rule of thumb: look at the IBL's (In Bound Links - links from outside websites to yours).

If a page or sub-site ONLY (or almost only) has links from within the site, then it should be within the site (subdirectory).

If the section mostly has links from the main site, but does have a bunch from outside source directly to it, then you can probably move to a subsite setup.

If a majority of links to a section are independent of the main site (common for movies - people will link directly to the movie, not the studio) then it would be fine to have a completely different domain.

Basically, if the interlinking and IBL's show that a section is part of your site, then it should be part of your site, if not, then not.

Practical advice: if you don't think you could do an effective job of link building only to the section, then it probably should be under the main site. If you could do a complete link building program only towards the section, then you could make it it's own domain. If it's somewhere in the middle, then consider a subsite.

I can't really be more clear than this, I think - it's one of those "I know it when I see it" type of issues. I hope it's a bit helpful, anyway.

Ian

[ponjovi]

Thanks again, Ian, this is really helpful. I understand your rationale for how to structure a site given the links involved. The "Practical advice" made sense, thank you.


Let me ask you this: I want to start building some content site(s). Using the previous example, I want to eventually have content around "stereo reviews," "speaker reviews," and, say, "digital music player reviews."

Now, I plan on starting out with only one category. Let's say speakers. If I went the multiple domains route, I would start this project by creating a domain "www.speaker-reviews.com" and then as I developed content in other areas I would create those domains (www.stereo-review.com, etc.).

If I went the subdirectory/subdomain route, I would start by creating a domain "www.electronics-reviews.com" and begin with one directory, /speakers. Then I would simply add more subdirectories as content evolved.

Now if I went the first route, and then decided that the evolution of my content/linking favored the subdirectory structure, would I lose PR/value/status/etc. by moving the content to the new structure? What about the other way around?

I'm trying to figure out the best way to start this project, and I feel like this might be an important detail to work out before I invest time/resources in promoting the site(s). I would think that if I went the separate domains route, then I would have to spend resources promoting each of those domains, whereas if I went the subdirectory route, I would gain much efficiency just promoting one domain.

In the same vein, I'm wondering whether the popularity of one section (say my /speakers content is great, ends up garnering tons of IBL, and enjoys a high PR etc.) helps out the other sections at all. If so, then this would be a very good reason to make the sections subs instead of separate sites.

Thanks again,
Bryan

[sootledir]

The problem with sub-domains is that they are treated as seperate websites than the main domain. This means they don't really share in the link popularity of the main domain. That means you have to also build link popularity to the sub-domains, which makes your overall work tougher.

[mcanerin]

SootleDir is correct - it's a lot harder to have multiple domains.

Many people think that they can magically increase rankings by creating separate domains, and point to sites that have separate domains or sub-domains as "proof".

But that's just the surface, it's like assuming that the reason races cars are faster than normal cars is because they have that nifty spoiler on them, or that a stereo system is better because it's able to push out more watts. The spoiler is related to speed, and the watts are related to the quality, but it is in no way the whole picture. They are more like part of the overall puzzle. Adding a spoiler to a Ford Pinto won't make it go faster, and a loud stereo is not necessarily a good one.

In order for separate domains (including subdomains) to be effective, they NEED their own links. This means twice the work, at least. In some areas, it's hard enough trying to get links to your main site, much less related ones.

The main reason those subdomains and separate domains work so well is two-fold.

First, as a practical matter, the information is not buried as deeply within the site as with what can happen to subdirectories if you don't plan it properly. This isn't so much of a sub-directory issue as it is a planning and implementation issue.

Second, the successful sites you see using the tactic have their own links developed to each sub-site or new domain, and many of the links are unique to just that domain or sub-site (ie they are not shared by all of the sections in the group). The many thousands of utter failures that do this (which you are not seeing because, well, they are failures...) attempt to either share the backlinks between all the sites, or use links from the main site to prop up the other sites. Bad idea.

Here is an idea.

Start off with a single site, using subdirectories. domain.com/subdirectory

Then register a second domain, subdirectory.com. Point it (using a 301) to the subdirectory of your site, so that it resolves to domain.com/subdirectory.

Now you have best of both worlds - the ability to take advantage of the link pop of the main site, but also the ability to use specific domains for certain sections as shortcuts, or for when you choose to do some link building directly to the section.

Ian

[ponjovi]

The problem with sub-domains is that they are treated as seperate websites than the main domain. This means they don't really share in the link popularity of the main domain. That means you have to also build link popularity to the sub-domains, which makes your overall work tougher.

Thanks sootledir, this is exactly what I needed to know (but wasn't quite sure how to ask).

Thanks,
Bryan

[ponjovi]

Here is an idea.

Start off with a single site, using subdirectories. domain.com/subdirectory

Then register a second domain, subdirectory.com. Point it (using a 301) to the subdirectory of your site, so that it resolves to domain.com/subdirectory.

Now you have best of both worlds - the ability to take advantage of the link pop of the main site, but also the ability to use specific domains for certain sections as shortcuts, or for when you choose to do some link building directly to the section.

Ian


Thanks again Ian. I think I'll start out just as you suggest. I'm not sure I understand fully the benefit of "link building directly to the section," but I imagine this (and other ideas presented) will become clear once I get into the thick of it.

I truly appreciate the help.

Bryan

[Archiseek]

If you are linking between them moderately (maybe once per page on a nav bar, or only from the home section, for example), then use a subsite: subsite.domain.com. Craigs list is a good example of this: the subsections for each city don't really link to each other, and each subsection has many of it's own links. They are obviously all owned by the same person, but they are run as if they were independent.

This is the way I have done it...

I have areas countryname.domain.com

And then because the data below this level can be linked across because of common interest I have countryname.domain.com/province/city

etc...


Works very nicely and is very easy to understand....