When a company wants to create a second website, whether to showcase its content in a new language or to launch a new product/service within the same business, the question arises: which URL should this website appear under? In this article, I will try to explain this, primarily from an SEO perspective.
Objective
The first point to consider is the objective of creating this new page. For example, if it’s a project completely separate from the business (with its own brand or as an independent entity), it’s best to host the website on a new domain. In this case, the SEO will start from scratch, but it will be 100% independent. On the other hand, if the new website is for a section in a new language or to showcase a new product/service from the same company, then the best option might be to create a subdomain, internal page, or folder to build a website there and leverage the authority of the main domain. To understand the SEO impact of each alternative, I’ll explain the pros and cons of each solution:
Independent Domains
If you use different domains (for example, domain.com and seconddomain.com), each domain will be treated as a separate website by Google, other search engines, and AI programs. This means that SEO efforts are not cumulative; each domain must be managed individually. If you have two domains, the SEO work will have to be multiplied by 2; if you have 3 domains, it will have to be multiplied by 3, and so on.
Subdomains
If a subdomain is used (for example, service.domain.com), the new website will contribute to the main domain, albeit indirectly and to a limited extent. For example, while the initial authority transfer will be 0%, it is estimated that after several months, a domain can transfer between 20-30% of its authority to a subdomain, provided that good SEO is performed on both websites, especially regarding internal linking between domains, navigation, and website architecture.
Internal Pages or Folders
If an internal page or folder is used (for example, domain.com/service), it will be counted as part of the main domain. This is the most efficient option, as it concentrates 100% of the authority, effort, and SEO work within the same domain. It’s important to note that this internal page (located in a folder) can be created using the same system as the main website (e.g., WordPress), but you can also use a new WordPress or CMS site in a folder with the new location domain.com/service.
Examples
Below are some examples:
Website in two languages
For a website that has an English site and wants to create a second Spanish website, the scenarios would be the following:
Different domains (Not recommended)
0% SEO authority is transferred, there is no “synergy”, and they may compete with each other in the future.
domain.com (original domain)
dominio.com (Spanish version)
Subdomains (Intermediate option)
While no SEO authority is transferred initially, 20-30% can be transferred later, provided good SEO is implemented on both websites. In this case, branding is strengthened, as users see that it’s part of the same business.
domain.com (original domain)
spanish.domain.com (Spanish version)
Internal pages or folders (recommended option)
In this case, 100% of SEO authority is transferred, and efforts are combined. Branding is also strengthened, as users see that it’s part of the same business.
domain.com (original domain)
domain.com/es (Spanish version)
Website for a New Product/Service (Same Business)
If you want to create a website or section for a new product/service that’s part of the same business, the following scenarios apply:
Different Domains (Not Recommended)
0% SEO authority is transferred; SEO must be managed independently for each domain (double the SEO effort).
domain.com (main website)
newservice.com (new service)
Subdomains (Intermediate Option)
While SEO authority isn’t initially transferred, 20-30% can be transferred in the future, provided that both websites receive strong SEO.
domain.com (main website)
newservice.domain.com (new service)
Internal Pages or Folders (Recommended Option)
In this case, 100% SEO authority is transferred, and efforts are combined. This strengthens branding, as users see that it’s part of the same business.
domain.com (main website)
domain.com/newservice (new service)
Website for a new business or new product/service (from another business)
If you want to create a website or section for a new product or service from a different business:
Separate domains (Recommended option)
0% SEO authority is transferred, and they are 100% separate.
domain.com (main website)
newservice.com (new business)
Subdomains (not recommended option)
This option can create confusion, as users may think it’s part of the same business (which we don’t want to convey).
domain.com (main website)
newservice.domain.com (new service from another business)
Internal pages or folders (not recommended option)
In this case, 100% SEO authority is transferred. If they are two independent businesses, this can generate many internal problems and unnecessary dependence between them. This alternative creates more confusion, as users may think it’s part of the same business (which we don’t want to convey).
domain.com (main website)
domain.com/newservice (new business)
What do you think about this? Have you encountered this problem in your business or company?
If you need help with SEO for your website or online store, you can contact me by visiting the following link.
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