New domain vs. sub-domain vs. folder

[cah23]

I have a law firm client that is launching a new practice area. They are branding the new practice area separate from the current firm and have reserved an appropriate URL. They are also building a website targeted at the new audience that has a different design.

The question is what to do to maximize their chance of good search engine placement? They are a Florida firm and currently have top 50 rankings for terms like Florida Lawyer.

Which one of the following is best?
1. www.lawfirm.com/new-practice-area
2. new-practice-area.lawfirm.com
3. www.new-practice-area.com

Seems to me that they would want to leverage the existing rankings and extend into the new law area, but it would strange to have a nested web site that had a totally different design than www.lawfirm.com.

Option 2 seems to be a compromise, but I know that the new sub-domain won't inherit the rankings of the current site.

Any recommendations?

[mtb167]

We actually had a similar conversation about this yesterday...

Option 1: If you don't have time to promote the new practice area site or subdomain, this is the best option. But if you can promote it online at all, I wouldn't choose it in this case.

Option 2: Best for branding in IMO. You have your main domain attached, communicating the brand, and it is just as easy to get a subdomain ranking as a real domain...

Option 3: If your heart is set on it, go for it. But I wouldn't. The product is an offshoot, and probably requires its own domain, but again, you can't brand your main domain with a new domain AND you have to promote it as well. People that know your domain may think this is a different company.

If it were me. I would go with 2.

I wrote an article on this topic because it seems to come up a lot. It may be of some assistance. Subdomains or Subfolders.

[cah23]

Thanks. The new practice area really is more a new company than just a brand extension. If we did go with the subdomain (new-practice-area.lawfirm.com), would the engines view it as a newly registered domain or use the age factor of lawfirm.com?

Even if were willing to put the promotion effort behind www.new-practice-area.com, I have read that you have to work through the Google Sandbox issues. Doe using the existing domain help with that?

[mtb167]

In my experience, they appear to use the age of the main domain.

I have never had a subdomain sandboxed... however, if you get a few quality links to your new domain, you will more than likely avoid the sandbox as well.

[SemAdvance]

Google tells webmasters to build Authority sites.

Keep everything under the main URL and use sub-domains to build mini sites, related to the firms specialties be it accident, malpractice divorce, real estate, taxes, etc.

You can build anchor links between the main site and the subs as well as between the subs themselves.

Good luck!

[DrTandem1]

Create the subdomain using your option number two. Then point the DNS of the new site to the server of the existing site.

Although, you can access it as newsite.oldsite.com you should also be able to access it as simply newsite.com.

[incrediblehelp]

I agree with everyone, create a subdomain.

[jrb@w3f.com]

Originally Posted by cah23

Thanks. The new practice area really is more a new company than just a brand extension. If we did go with the subdomain (new-practice-area.lawfirm.com), would the engines view it as a newly registered domain or use the age factor of lawfirm.com?

Even if were willing to put the promotion effort behind www.new-practice-area.com, I have read that you have to work through the Google Sandbox issues. Doe using the existing domain help with that?

I agree, except that your choice of subdomain words needs to be creative in use of key word(s) (short) that indicates the area. (I realize you are using a psudonym here. Yeah, #2 is the way to go. Just be sure there are no links to the same page under the regular domain. (google duplicated)

[edhan]

As everyone has said, I agreed that the best option will still be sub-domain. This will enable you to get better ranking and search results. Also it will help you to build into an authority site. Just remember to use sub-domain as mini-sites to link with your main domain.

[TrafficProducer]

Type it in :)

Just remember some users may wish to actually tpe the URL into the address bar. Also when telling people the URL it may be a little bit difficult to use things like;

http://www.too.difficult-to-say-or-t...uk/contact.htm

[Jason Tor]

Run it off of the sub-domain. Use your existing rankings and traffic to your advantage.

Jasontor