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Google to Begin Treating Subdomains as Folders: Max 2 Results Per Search

WebmasterWorld administrator tedster has informed us that Google will be treating subdomains like they treat folders on a site. In short, he said, Matt Cutts said Google will roll out in a few weeks a new filter to make sure only two results of a domain (no matter subdomain or folder) will show up for a search. Here is tedster's exact quote from a WebmasterWorld thread:

News flash from Las Vegas PubCon. Matt Cutts informed us that Google will very soon begin treating subdomains and subdirectories the same in this fashion: there will be only 2 total urls from a domain in any set of search results, so no more getting 3, 4 or however many spots via subdomains. We didn't get any more information than just that basic heads-up.

Of course you can expect exceptions to this rule. For example, blogspot.com sub-domains one would think would fall under this exception to the rule. But overall, if this change happens, it can be a pain in the neck for some SEOs. It will make it a bit harder for one site to "own the search results." Plus it may make some search engine reputation management companies change their strategies.

In an other WebmasterWorld thread tedster gives us a bit more detail on how this may work, bolding for emphasis:

Here's what happens now. The first step of results retrieval for any single search still has no limit on how many urls can be returned from a domain. In the early days of Google, a domain could even have all 10 first page spots and still keep on going. It could even be embarrassing!

Today, the preliminary, raw retrieval of roughly 1,000 results still puts no limit on how many urls can be returned from a given domain. But there's a further processing step - a filter kicks in. That filter is supposed to ensure that only 2 urls maximum from any domain will actually be shown.

If those two urls happen to be on the same page, then they will cluster together on that page rather than show at their "true" algorithmically determined position. But through all the total pages of any search result, any single domain is supposed to show up a maximum of 2 times.

Now here's where we've been able to game the current situation. Subdomains are treated like a separate domain, and so you can get two results for www.example.com, two more for sub1.example.com, two more for sub2.example.com, and so on.

Matt Cutts mentioned that Google is working on code to eliminate that possibility for most domains. That is, Google plans to treat most subdomains essentially like any other url on the main domain, and they will limit that domain, INCLUDING all its subdomains, to two positions total on any given search.

At that point, the whole subdomain vs. subdirectory decision will lose most of its importance - and your wwww urls will not show up, even though they may still be causing you trouble behind the scenes.

For a practical example, here is a search on search engine roundtable, our site, that shows the top three listings from this domain:

Search Engine Roundtable search in Google

The top two listings are from the www.seroundtable.com and the third listing is from the subdomain, forums.seroundtable.com. If Google makes this change, I will loose the second www result or loose the forum result. For relevancy, does this matter much?

Honestly, with the introduction of Sitelinks on this particular site and for this particular search, no it won't impact relevancy, because the searcher can use those Sitelinks. But for sites that do not have Sitelinks, it may make a big difference to the searcher.

Forum discussion at WebmasterWorld.

Update: See update to this post over here.

posted rustybrick in Google Optimization at December 7, 2007 7:40 AM Comments (19)

Comments

That sucks. I have about 20 blogs on subdomains. i wonder if I will lose traffic.

 

Good! People should mostly use different subdomains for different subject matters. So it should be like blue-foo.bar.com and blue-foos.bar.com, it should be very differnet subjects.

 

This situation is long over due to be fixed.

 

I'll believe it when I see the results for Google change to remove the 30 subdomains that dominate those listings... http://www.google.com/search?sourceid=navclient&ie=UTF-8&rlz=1T4GZHY_enUS236US237&q=google

 

Ha, Chris we think alike. I had to save some goodies for SEL and posted that at http://searchengineland.com/071207-090257.php

 

This is great news and it should stop sites like eBay from dominating certain phrases, will it effect blogs on Wordpress.com and stumbleupon.com?

 

If it works with personalized search to improve the results for my franchise clients, I'll be happy. Right now, the SERPs are a mess in the franchise world!

 

This means in cases where subdomain sites have similarity of topic, or where there are a ton of subdomains (enough for many similarities in topic) the first results for a query will gain a little traffic and everyone else will lose a lot. But since Google left themselves a loophole, I would presume wordpress, blogspot, et al, will continue as they do now.

 

This isn't a correct characterization of what Google is looking at doing. What I was trying to say is that in some circumstances, Google may move closer to treating subdomains as we do with subdirectories. I'll talk about this more at some point after I get back from PubCon.

 

Excellent, I am looking forward to more details.

 

I was just thinking that - my recollection is that Matt said Google were looking at ways to 'reduce' the occurrence of sub-domains appearing, not the elimination of sub-domains appearing. If they removed them across the board it could actually reduce result quality I'm sure.

 

Does this mean that links pointing to URLs on your subdomain will help your link popularity of your root domain?

 

Well that's no good from a user experience POV. Suppose I am looking for articles based around a certain topic and your website happens to have ten of the highest quality, most relevant articles on that topic. I don't want to get only 2 of the articles in the search results and get a bunch of subpar results in place of the others. They're supposed to return the most relevant results each time.

 

Does anyone have the low down on how Google determines when and how a site gets sitelinks?

 

I am all for the change and I think it makes sense. It will lend for a better user experience in search and make Google's search engine that much more powerful.

 

Any method that reduces spam is good, the only people who dislike this move, will be people who have spam sites or blogs, well done Google

 

Pfft, Matt copy-pasted his comment from Sphinn. Comment spammer! :P lol.

Anyways, Barry, great points about the reputation management business. That said, the cost of domains and hosting are still so cheap that you could achieve the same result with some extra domains (think country codes). I can see Walmart.co.uk and Walmart.eu being given more importance now, for instance. (Walmart.ca is already top 10-20, last I checked.)

 

Hey, I was in the middle of heading out to PubCon, Gab. :)

Barry, could you update the headline or text of your post to point to the clarification you did at http://www.seroundtable.com/archives/015631.html ? Thanks!

 

I wonder If it's truth, becuse the reality shows other things

 

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