Google does not care about this, do whatever is easiest for you.”
(YOUTUBE)
Selecting Your Microsite's URL:
An Overview Of Options
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The Subdomain, Domain, Subfolder Discussion
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We get this question often: “How should I set up the microsite’s URL?” And this one, “Does the URL choice affect the look and feel?” Let’s go through your options.
 
 
Root domain (under its own URL) Many companies will create a microsite under a separate URL with the purpose of getting added SEO benefits. Google and other search engines tend to ‘mix up’ their first pages with different sources. So a microsite can potentially get you more real estate on the SERP (circleSstudio). The difficulty here is that it’s not that easy to build your domain authority sufficiently enough for search engines to give your newly created domain a great ranking. If you go this route, be prepared to build a strong viral effect, with frequent social activity, quality inbound links, and a sound SEO-friendly code base. The reality is that it’s unlikely that you will succeed in creating a second domain strong enough to appear on the first or second page of search results, in the time period you’d like (Catalyst). You should also be aware that the strategy of building a farm of microsites for the objective of creating incoming links or accumulating links is flawed and certainly frowned upon by Google (Moz). So, our personal preference (and that of many others) goes to the next scenario:
 
 
Subdomain or subfolder When you publish a microsite as a subdomain or subfolder, it can still be quite different from the main website. The key difference we are talking about here is just the URL used to reach the content (and indexed by search robots). The only visual difference is the URL in the browser. Whether you choose to publish your microsite as a subdomain or subfolder, know that both options are valuable to your domain authority, but you should be consistent with their usage. To Google and other search engines, your microsite will be seen as part of your main domain. In other words, they won’t penalize you for using something other than your main CMS or an existing template. The content on your microsite actually benefits from the domain authority of your main domain/website, and the microsite will contribute to that domain authority. The matter of subdomain or subdirectory was once a heated topic in SEO, but Matt Cutts has settled the matter once and for all:
Before we start, what are root domains, subdomains and subfolders? Here are some examples: Root domain: http://www.readz.com or http://readz.com Subdomain: http://microsites.readz.com Subfolder: http://www.readz.com/microsite
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