When creating a website, one of the first decisions you’ll face is whether to use the “www” prefix in your domain (www.example.com) or go with a non-www version (example.com). Both approaches are valid, but understanding the differences can help you make the right choice for your specific needs.
What’s the Difference?
- WWW Domain: www.example.com (with the “www” prefix)
- Non-WWW Domain: example.com (without the “www” prefix)
Technically, these are different hostnames that can point to the same website but are treated as separate entities by Google and other search engines and browsers.
SEO Considerations
From an SEO perspective, there is no direct ranking advantage to using either format. Google and other search engines treat both versions equally. However, consistency is crucial:
- Duplicate Content Issues: If both versions are accessible without proper redirects, search engines may index them as separate sites, potentially diluting your SEO efforts
- Canonical URLs: Whichever version you choose should be set as the canonical version
| Feature | WWW (www.example.com) | Non-WWW (example.com) |
|---|---|---|
| Pros | • Better technical separation for cookies across subdomains • More DNS flexibility with CNAME records • Potential performance benefits with CDNs • Clearer subdomain hierarchy • Traditional recognition as a web address • Can help with DNS level separation of services | • Shorter, more concise URLs • Easier to communicate verbally • Modern and clean appearance • Fewer characters to type • Saves space in marketing materials • Aligns with current web trends |
| Cons | • Longer to type and communicate • Can look outdated to some users • Requires typing “www” on mobile devices • Some view it as unnecessary legacy prefix | • Limited DNS flexibility at root domain level • Potential cookie handling issues across subdomains • Some users still automatically type “www” • May cause confusion with newer TLDs • Can be more challenging for complex hosting setups |
| SEO Impact | • No direct ranking advantage | • No direct ranking advantage |
| User Perception | Traditional, established feel | Modern, streamlined appearance |
Implementation Best Practices
Regardless of which option you choose, implement these best practices:
- 301 Redirects: Set up permanent redirects from your non-preferred version to your preferred version
- Consistent Internal Linking: All internal links should use your preferred format
- Canonical Tags: Implement canonical tags pointing to your preferred version
- Google Search Console: Set your preferred domain in GSC
- Update External References: Try to update backlinks to use your preferred version
Current Trends
The use of www has declined in recent years, with many modern websites opting for the cleaner non-www format. However, www still provides contextual clarity, especially with newer TLDs (like .app, .io, .store), where the www prefix helps identify the address as a website.
The Bottom Line
There is no universally “correct” choice between www and non-www domains. The most important factor is consistency—pick one version, implement it properly with redirects, and stick with it. Consider your specific technical needs, branding preferences, and long-term scalability plans when making your decision.
Either choice can work well as long as it’s implemented correctly and consistently across your web presence.
