When redesigning or relaunching a website, there are several factors to consider, such as structure, technical performance, and content. Little details like choosing between “www” and “non-www” for your domain name can also impact your priorities. After all, some believe that keeping or removing “www” could potentially affect your SEO.
The truth is that there is no direct correlation between your SEO performance and whether your domain is with or without “www”. However, you should select one URL configuration that aligns with your business needs.
If you’re unsure whether to retain or remove www, read on. This article focuses on this dilemma and outlines the pros and cons of both options to help you select the best format.
Part 1: The Technicalities Behind the WWW
Here’s an important thing to remember about the www vs. non-www dilemma. Either version does not directly affect your SEO. However, indexing both versions can create problems, like lower traffic and rankings.
If Google indexes your www and non-www versions, it can result in duplicate content issues.
Duplicate content means having the same content within or on another website. This problem confuses Google, causing it to index a few pages on the www version and some on the non-www site.
When this happens, your domain authority and link equity go down, which results in low ranking or, worse, penalties. If your rankings go down, so does your traffic.
The Role of Redirects
If you want to use the www and non-www versions, set up a 301 redirect for your preferred version.
With redirects, search engines can easily recognise the preferred domain and spread website authority accordingly. You also avoid SEO-related penalties.
Moreover, redirects ensure a seamless user experience. Users can type in your URL with or without www and still reach your site without issues.
Remember to use 301 redirect and not 302 redirect, though. Doing so ensures PageRank transfers easily to the redirected domain.
Part 2: The Bigger Picture: Local SEO and Brand Consistency
We now know that indexing www and non-www versions of your site is a no-no and that a 301 redirect can prevent duplicate content issues.
However, it still does not answer which is better: www or non-www?
There is no fixed answer for this, and it all depends on your business needs. For local business owners, the choice mainly depends on their target audience’s preferences and business goals.
Here are some factors to consider.
Local Search Visibility and Brand Consistency
The structure of your URL is vital for attracting potential customers.
For instance, a traditional www URL may appeal to the older audience as it conveys a higher sense of trust and professionalism than a non-www or naked domain.
On the other hand, a non-www domain might be more attractive to a younger audience who prefers a clean, concise, and easy-to-remember URL.
Likewise, if you target a tech-savvy audience, a www URL may seem outdated or less modern. They also typically omit the www when typing a domain name in the address bar.
By aligning your URL structure with your target audience and branding, you can create a consistent image that helps increase click-through rates and traffic.
Naturally, your website’s authority and search engine rankings will improve as you draw more users.
Website Size and Requirements
If you are launching a large website or planning to expand it, using the www URL version may be a better option. The reason is that a www site makes it easier to manage complex server setups and multiple subdomains.
It also comes in handy when your website requires content delivery network (CDN) services. In addition, a www URL lets you set cookies to specific subdomains.
All these benefits help a large website improve its performance, load time, and security.
On the other hand, a small business website that caters to a limited local audience can do well with a non-www URL version.
Part 3: When to Consider Removing WWW
Based on the comparison of the two URL versions, here are our key takeaways for local business owners:
- A non-www version is better for local search visibility. Users commonly omit the www when typing URLs on the address bar, which saves time and enhances user experience. Moreover, search engines like Google identify and display local businesses more easily when searched this way. When your site meets search engine and user standards, your online presence improves, too.
- A non-www version is ideal for brand recognition and consistency. A shorter URL not only looks better. It also helps with brand recall among customers. It’s easier to type, spell out, and pronounce. In addition, a concise non-www URL prevents confusion and makes it easier to maintain consistency across social media, online directories, and other platforms.
Removing the www from your domain name is a strategic decision for a better brand image and user experience.
Local businesses should consider this during a website redesign or relaunch, especially in industries that greatly rely on credibility and user trust.
Conclusion
Retaining or removing the “www” from your URL does not directly affect your SEO performance. However, using both versions without proper redirects can lead to traffic and ranking consequences. So, be sure to choose one and stick to it.
Also, remember that choosing your preferred URL structure depends on your specific business goals and audience. Be sure to weigh the pros and cons, and pick the option that will benefit your brand and users more.
Better yet, consider consulting with a local SEO expert for tailored guidance. Working with the professionals ensures your website stays optimised and adaptable to future changes.
