Websites and online presences are becoming increasingly diverse. Whether visiting a company’s growing webshop, an external blog or a customer support portal, people expect an intuitive design, fast loading times and useful information.
This is precisely where domains and subdomains come in. These are more than just web addresses – they help to structure content and keep it well organized. In this article, we offer important tips for website structure, showing how domains and subdomains differ and what role they play in maintenance and search engine optimization.
Domains and subdomains – what’s what?
A domain is the address or name of a website on the internet, e.g. example-company.ch. A subdomain is an extension of this address that comes before the actual domain name, such as blog.example-company.ch or shop.example-company.ch. Subdomains are used to separate content from the main site, either technically or in terms of focus.
Important: a subdomain is not the same as a subdirectory, such as example-company.ch/blog. In most cases, the latter is part of the same website and is managed by the same CMS, while a subdomain can, depending on the setup, have its own content management system, its own technical platform or even a different hosting setup, separate from the main domain.
Why domains and subdomains matter
Domains and subdomains are unique, symbolic names for certain areas of the internet that can also be used strategically. They help to structure complex content, intentionally engage target groups and keep different systems separate. The following examples with the main domain example-company.ch demonstrate what can be done with subdomains.
Clear separation of content: When a website has different areas, such as a blog, webshop or support portal, subdomains help to separate these from each other. The main site with general information might be found at example-company.ch, with the blog at blog.example-company.ch, the store at shop.example-company.ch and the login area at support.example-company.ch.
In place of a directory, such as example-company.ch/shop (which can cause software conflicts, see next point), a subdomain offers a practical solution that ensures each area remains well structured and easily recognizable for visitors.
Technical flexibility: By using subdomains, different systems can be operated side by side – such as a content management system for the main site and a separate shop software for sales. For instance, example-company.ch might run on WordPress, but shop.example-company.ch on an independent platform for webshops. This separation greatly simplifies functional implementation, as both systems can be set up individually.
Better maintainability: Any maintenance and testing can be carried out on a subdomain without affecting the live site. For example, a new version of the website might be tested at test.example-company.ch without disrupting access to example-company.ch.
Scalability: When new areas, products or services are added, they can be built on their own subdomains without burdening the existing website structure. Taking our example of example-company.ch, a new event area might be created at events.example-company.ch or an application portal for prospective employees at jobs.example-company.ch. This ensures the website stays efficient and responsive as it scales, as individual subdomains can be operated and optimized independently of each other. Loading times and even search engine rankings can thus be improved.
The advantages of a standalone domain
Subdomains are practical, but not always the best choice. In some cases, it may be more advantageous to go with a separate domain rather than a subdomain.
Brand strategy: Product launches and marketing campaigns can have a greater impact if a product or business unit is deliberately positioned apart from the parent company with its own distinct domain. An address such as exampleproduct.ch can appear more independent and exclusive than exampleproduct.company.ch (or a subdirectory), and intentionally support visibility.
That’s why it’s worth securing all relevant domains at an early stage – including alternative spellings, country-specific variants and terms for planned products or services. This creates flexibility, protects the brand and prevents future conflicts. You can find more information on this in our blog article on domain portfolios.
Engaging target groups: If a company targets various audiences, perhaps in different regions or language areas, it can also be beneficial – besides protecting the brand – to use a separate domain with a country code top-level domain for each segment. For instance, example-company.ch might be used for the German-speaking market in Switzerland and example-company.com for an international presence.
Note:
One interesting example is the repurposing of coop.ch: instead of serving purely as the company’s website, this domain has been repurposed as the homepage for its online grocery business. The idea behind this is that customers primarily associate Coop with bricks-and-mortar grocery shopping, and the company also wanted this to be reflected online. The once separate coop@home web presence has been deliberately integrated into the main domain.
Hostpoint also intentionally uses a combination of main domain, subdomains and directories. The company website is at hostpoint.ch, while the support area can be reached with a different subdomain at support.hostpoint.ch. This separation allows content to be managed independently on a technical level, for example using a dedicated CMS. At the same time, hostpoint.ch also includes directories, such as “/webhosting” and “/domains”, for a clear overview of closely related content within the main site.
SEO criteria: domain, subdomain or subdirectory?
When working with domains and subdomains, it’s also important to consider their effect on search engine visibility.
A directory is usually recommended for closely connected pages, as it focuses SEO signals and ranking factors (such as backlinks and domain authority) on the main site. Subdomains are suitable for specific projects with their own focus, but also require their own SEO strategy and must be submitted individually to Google Search Console for indexing.
Google Webmaster Trends Analyst John Mueller doesn’t consider this a disadvantage, however: the distinction between a subdomain and a directory is not particularly relevant for the search engine and the ranking of the respective site. This means that both forms have an equal chance of appearing in search results, depending on their relevance.
What if a product or business unit needs to be positioned independently, for example with its own branding, its own team or a completely different target group? Then it might even be worth using an entirely new, standalone domain.
From an SEO perspective, there’s rarely one universal “best” solution. It’s always important to know what long-term goals are being pursued, what works best for the respective website structure in terms of software and, above all, what is most suitable for users. It’s therefore worth looking into your website analytics to find the right strategy.
Practical tip: using subdomains as redirects
Subdomains don’t always have to run a separate setup. Sometimes they are deliberately used simply as redirects. For example, blog.hostpoint.ch may point to hostpoint.ch/blog. This is often more memorable or cleaner, especially in campaigns, on event sliders and on print materials. However, this isn’t always the best solution for SEO. Redirects should be used consistently to avoid confusion among search engines and visitors.
Conclusion: a smart structure pays off
Domains and subdomains are not just web addresses – they’re building blocks for a carefully planned and well-organized web presence. If you want to integrate new content, systems, products or services in an orderly manner, you should consider at an early stage where it makes sense to separate them from a technical, organizational and/or design point of view.
Whether you’re adding a blog, an online store, a support portal or a brand-new product, cleverly designed websites and webshops not only simplify operations, but also make it easier for visitors to find their way around. And subdomains, directories and complementary domains provide versatile solutions.
