By Jon Monk

Having a strong online presence is crucial for every event. However, some websites choose to operate exclusively with subdomains, such as event1.example.com and event2.example.com, without a primary domain.

While this approach might seem OK, it can pose significant challenges, particularly from an SEO (Search Engine Optimisation) and branding perspective.

This article explores why not having a primary domain might be disadvantageous and the opportunities that could arise from establishing a main domain like example.com.

 

Why Not Having a Primary Domain is Problematic

(1) Brand Consistency and Recognition

Without a primary domain, your brand lacks a central hub that reinforces its identity. A primary domain serves as the definitive online address for your business, supporting brand consistency across different regions and platforms.

(2) SEO Disadvantages

• Split Domain Authority: Without a primary domain, each subdomain operates almost like a separate entity in terms of SEO. This dilutes domain authority, as inbound links to one subdomain don’t benefit the others.
• Complicated Link Building: Building a robust link profile is more challenging for multiple subdomains compared to a consolidated primary domain.
• User and Search Engine Confusion: Users and search engines may find it confusing if there is no clear primary domain directing them to more specific pages. This can negatively affect user experience and search engine crawling efficiency.

 

(3) Loss of Traffic to the ‘Expected’ Primary Domain

Internet users often expect a company to have a primary domain. Without it, potential visitors who guess the domain (example.com) will find nothing, resulting in lost traffic and potential leads.

(4) Missed Content Opportunities

Without a primary site, you miss out on the opportunity to create a rich, centralised content hub that can attract more traffic and engagement, thereby increasing overall domain authority.

 

Opportunities from Setting Up a Primary Domain

(1) Unified Brand Presence

A primary domain can serve as the home for a unified brand message and portal to other subdomains, enhancing user navigation and brand experience.

(2) Enhanced SEO Strategy

• Consolidated Domain Authority: A main domain can consolidate backlinks and authority, boosting the SEO performance across all associated sites.
• Improved Site Structure: With a main domain, you can create a more logical site structure that enhances both user experience and search engine indexing.

 

(3) Central Hub for All Traffic

A primary domain can act as the central hub where all marketing efforts are directed, with clear navigation to subdomains or region-specific pages.

(4) Content Marketing

The main site offers a platform to publish relevant, engaging content that attracts traffic, engages users, and generates backlinks, all of which are beneficial for SEO.

(5) Professionalism and Credibility

Having a primary domain adds a level of professionalism and credibility, which can be crucial in business environments and partnerships.

(6) Analytics and Tracking

A single primary domain allows for a more straightforward analytics setup and tracking, providing clearer insights into user behaviour and traffic patterns across the entire brand.

 

Implementation Considerations

• 301 Redirects: When setting up a primary domain, ensure that any existing SEO value from the subdomains is not lost by implementing 301 redirects where appropriate.
• Consistent Branding Across Domains: Maintain consistent branding across all subdomains to ensure a seamless user experience and reinforce brand identity.
• SEO Best Practices: Apply SEO best practices to the new domain setup, including optimised meta tags, a sitemap, structured data, and responsive design.

 

Conclusion

Setting up a primary domain for your event not only addresses several SEO challenges but also opens up substantial opportunities to enhance your online presence, credibility, and user engagement.

This can significantly impact your overall digital marketing effectiveness, making it a crucial step for any event marketer looking to maximise their brand’s potential online.

 

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Take Your SEO Strategy to the Next Level

• Need assistance with your website’s SEO strategy, please contact us or visit: SEO for Events.
• Learn more about SEO with our webinar series: Webinars for Event Professionals.
• For an in-depth understanding, join our SEO Masterclass: SEO Masterclass for Event Marketers.