We discuss international domain strategy strategies that can be employed by growing companies. We review the different options open to companies. For each domain option strategy, we've reviewed the advantages and disadvantages of each approach.

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SEO International URL & Domain Options

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• By Duncan Cumming
Owner, Cayenne Red

4. About CAYENNERED
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• CAYENNE is a web consultancy that makes
a difference to your business
• We are results driven
• We believe in total commitment
• We have extensive experience in driving
sales performance online & offline
• We deliver improvements to your business

5. Domain Strategy
• Dependent on growth and objectives
of the business
• URL strategy must be aligned to
business requirements
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6. Key Business Questions influencing the
Domain Strategy
• What will the business look like over the next few
years?
– International Expansion?
– Product portfolio mix
– Business sales and acquisition strategy
– Technology infrastructure
– Management of content – centralised or de-
centralised?
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7. 5 Considered Options
• Multiple Domain
• Sub Domain
• Sub Directory or folder
• Top Level Domain
• Microsites
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8. Multiple Domain
• www.mydomain.com
• www.mydifferentdomain.com
• www.mynewdomain.com
Each Website can be sold as an asset
Cost Associated with managing multiple URL’s
Management of Brand equity
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9. Sub Domain
• www.uk.mydomain.com
• www.de.mydomain.com
• www.fr.mydomain.com
Easier to de-centralise content control and updates.
Sub domains do not pass on page rank, trust or authority
Sub Domains cannot be sold as a separate entity
Good Brand Association
Each domain has its own “focus”
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10. Sub Directory
• www. mydomain.com./uk
• www.mydomain.com/de
• www.mydomain.com/fr
Easier to centralise the management across multiple directories
Sub Directories pass on page rank, trust or authority
Good Brand Association
Sub Directories cannot be sold as a separate entity
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11. Microsites
• www. mydomain-football.com
• www.mydomain-f1.com
• www.mydomain-rugby.com
Can be tailored towards specific markets
Offer quick fix solution
Cost and management implications
Separated from brand
Microsite’s cannot be sold as a separate entity
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12. Top Level Domain
• www. mydomain.com
• www.mydomain.de
• www.mydomain.fr
Standard for International Operations
Provides National Focus that feels unique to the native user
Considerable Cost associated with building our TLD -
local content, knowledge, experts
Removes the worry of duplicate content
TLD’s cannot be sold as a separate entity
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13. Domain Strategy
• Define business direction – How will the business
evolve?
• Develop appropriate domain strategy supporting
business requirements
• Technology infrastructure must allow for flexibility
to grow and adapt the domain strategy
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