Best Domain URL Structure for Multi-Country Sites

If you are building a multi-country brand, or thinking of expanding your business into new markets, it’s important to consider how your website’s URL structure will affect your GEO targetting and website SEO. There are four main options:

• The Single .com Approach: for single site simplicity and global reach
• Country code Top-Level Domains (ccTLDs): These are domains that end in the two-letter code for a country, such as .uk, .de, or .fr.
• Subdomains: These are domains that are part of a larger domain, such as uk.example.com or de.example.com.
• Subdirectories: These are directories within a main domain, such as example.com/uk or example.com/de.

Each of these options has its own advantages and disadvantages. The best option for you will depend on your specific needs and goals, but we list below the advantage and disadvantages of each method of geo targetting to help you make an informed decsion, and always considering your website SEO.

Country Code Top-Level Domains (ccTLDs): eg example.co.uk

ccTLDs are the most common option for international websites. They are also the most expensive option, as you will need to register a new domain for each country you want to target. However, ccTLDs are also the most effective way to signal to search engines that your website is specifically for a particular country. This can help you to rank higher in search results for that country.

Advantages:

• Strongest Geo-Targeting Signal:
  • ccTLDs provide the clearest signal to search engines that the website is specifically targeted at a particular country.
• Enhanced Local User Trust:
  • Local users usually prefer and trust websites with their country’s ccTLD.
• Potential for Higher Local Search Rankings:
  • ccTLDs can contribute to improved rankings in local search results.
• Clear Separation of Markets:
  • Each market is completly seperated, this can be important for companies with very different product offerings in different markets.

Disadvantages:

• High Cost and Complexity:
  • Registering and maintaining multiple domains can be expensive and complex, you will need a country specific address to register certain country domains too.
• Requirement for Independent SEO Efforts:
  • Each ccTLD requires its own SEO strategy and effort, including link building and content creation.
• “Cold Start” Domain Authority:
  • Each new ccTLD starts with zero domain authority, requiring time and effort to build.
• Increased Management Overhead:
  • Each site may require separate hosting, SSL certificates, and potentially different CMS setups.

The Single .com Approach: eg example.com

As used by many global or American brands, the simplicity of using a single .com domain to serve all international audiences holds considerable appeal. This approach involves managing all language and regional variations within a single unified website structure. Many global brands have removed localised URLs and brought these into a single URL, often this is done following company mergers or SEO related to rebranding, to consolidate their processes and streamline operations.

Advantages:

• Strong Domain Authority Consolidation:
  • All link building and SEO efforts contribute to a single, powerful domain. This can result in higher overall search engine rankings.
• Simplified Website Management:
  • Managing one website is significantly easier than managing multiple sites. This reduces technical overhead, maintenance costs, and content duplication issues.
• Cost-Effectiveness:
  • Eliminates the need to register and maintain multiple domains, saving money on registration fees and hosting.
• Unified Brand Experience:
  • Maintains a consistent brand image and user experience across all international markets.
• Easier Content Management:
  • One CMS, one place to manage content, this makes updates faster and easier.

Disadvantages:

• Potentially Weaker Geo-Targeting Signal:
  • While hreflang tags help, a .com domain may not provide as strong a geo-targeting signal as ccTLDs, which can be crucial in highly localised markets.
• Complexity with Highly Varied Product Offerings:
  • If product availability or pricing differs significantly between countries, managing these variations within a single site structure can become complex.
• Potential for Confusing User Experience:
  • If the language switchers are not highly visiblem and easy to use or automated, users can find themselves on the wrong language version of the site.
• Reliance on Hreflang Accuracy:
  • If the hreflang tags are not implemented perfectly, it can result in search engines serving the wrong language version to users.

Subdomains: eg uk.example.com

Subdomains are a less expensive option than ccTLDs. They can also be a good way to target specific countries or regions. However, subdomains can be more difficult to manage than ccTLDs. They can also be less effective for SEO, as search engines may not give them as much weight as ccTLDs.

Advantages:

• Cost-Effective Compared to ccTLDs:
  • Subdomains are less expensive than registering multiple ccTLDs as it’s all based on a single domain.
• Some Geo-Targeting Capability:
  • While not as strong as ccTLDs, subdomains can provide some geo-targeting signals.
• Organised Content Structure:
  • Can be useful for organising very large websites, and seperating large sections of a website.
• Leverages Main Domain Authority (to some extent):
  • Subdomains benefit somewhat from the main domain’s authority.

Disadvantages:

• Weaker Geo-Targeting Signal than ccTLDs:
  • Subdomains do not provide as strong a geo-targeting signal as ccTLDs.
• Potential for Diluted Domain Authority:
  • Search engines may treat subdomains somewhat independently, potentially diluting the overall domain authority.
• Increased Management Complexity Compared to Subdirectories:
  • Subdomains can add complexity compared to using subdirectories.
• Can be seen as a seperate website:
  • Subdomains can be seen as a seperate website by users, and search engines.

Subdirectories: eg example.com/uk

Subdirectories are the least expensive option of the three. They are also the easiest to manage. However, subdirectories can be less effective for SEO than ccTLDs or subdomains. This is because search engines may not give them as much weight as other types of URLs.

Advantages:

• Most Cost-Effective Option:
  • Subdirectories are the least expensive option for managing multi-country websites.
• Easiest to Implement and Manage:
  • Subdirectories are the easiest to implement and manage, requiring minimal technical expertise.
• Strongest Leverage of Main Domain Authority:
  • Subdirectories benefit most from the main domain’s authority, boosting overall SEO performance.
• Simplified Site Structure:
  • Keeps the site structure simple and easy to navigate.

Disadvantages:

• Weaker Geo-Targeting Signal Than ccTLDs:
  • Subdirectories provide the weakest geo-targeting signal compared to ccTLDs.
• Potential for URL Length Issues:
  • Longer URLs can sometimes be a minor issue, but it’s rarely a major problem.
• Can be harder to separate very different content:
  • If the content is very different between markets, it can be harder to keep the site organised.

Other GEO & Technical Factors to Consider

In addition to the three main options above, there are a number of other factors to consider when choosing a URL structure for your international website. These include:

• Your budget: ccTLDs are the most expensive option, while subdirectories are the least expensive.
• Your technical resources: If you have limited technical resources, subdirectories may be the best option.
• Domain authority and backlinks: If you a very well established domain with good DA and backlinks, then subdirectories give you a headstart vs new ccTLDs with no DA.
• Your SEO goals: If you are primarily concerned with ranking in search results, ccTLDs may be the best option, but you’ll have to do the SEO work, build DA and backlinks to establish the new domains.
• Your brand: If you have a strong brand in your home country, you may want to use a ccTLD for your international websites.

Still Confused About GEO Targeting Websites?

The best domain URL structure for your multi-country site will depend on your specific needs and goals, as well as the current standing and geo presence of any existing website you have. However, by carefully considering the factors above and using the decision tree in the blog image, you can choose a structure that will help you to achieve your desired results.

If you are looking for an SEO company to help, be sure to contact Wiser IT for SEO advice related to geo targetting .