Some years ago we used to sponsor my local team Leamington Rugby Football Club. I admit I may have talked about “marketing”, getting a message out to local businesses, “supporting the community” to my fellow Directors, but in reality this was an excuse for more Rugby and ‘mandatory’ attendance at Vice Presidents Luncheons.
Part of the Sponsorship deal was us buying a team’s playing shirts and adding a logo or company name. While the average weekly crowd is less than 50, it would get a spot in the local paper.
Back then we automatically included the “www” prefix for our website (formerly ConServ Business Solutions Ltd). We’re thinking about shirts for next season. WWW or not?
Familiarity
Address this question from a marketing angle and you can see countless examples where the www prefix is not used in advertisements. Any high street brand advertising on TV will include their site name – invariably without the www prefix.
A more telling example is where website names are the “product” name. such as moneysupermarket.com or Confused.com. Their business is directly web-oriented AND the customer “understands” the .com word association.
www was only ever meant as a synonym for “it’s a web site”. Technical sites (like us) are already adopting non-prefix web naming.
Canonical Links
Depends upon the search site, but some search engines had/have big issues managing architectural bugs where a site URL sometimes contained the www prefix, sometimes didn’t. Google Webmaster Tools go so far as to provide (Dashboard, Settings) Preferred domain settings to tell search engines how you want your pages indexed – no preference, with a www prefix or without.
This integrates directly with CommunityServer, BlogEngine.NET and other content management systems where your web-application can automatically enforce whichever policy you want in place. Of course you ensure that Google Webmaster Tools is set the same as your own www policy.
- CommunityServer (communityserver.config) uses wwwStatus=[Ignore | Require | Remove]
- BlogEngine.NET, Advanced Settings provides www subdomain policy [Remove | Enforce | Ignore]
One issue that we see occasionally is an incomplete website setup where a site identity doesn’t provide both prefixed and non-prefixed settings.
A correctly configured website will include Web Site Identification for www prefix and non-prefix as shown opposite. This example also shows that a second web-site identify will resolve to the site.
Even if the website application is prefix agnostic it should still successfully resolve either form of address, for example nytimes.com or www.nytimes.com.
Sub-domain or trailer
This blog is sited as a trailer (ambay.com/blog/) in the same way that a weblog /blog/ or country specific site /us/ would be addressed. As more sites adopt non-prefix site addressing we think there will be a stronger take-up of sub-domain naming over trailer site hierarchy, such as blog.ambay.com.
Search engines are more than capable of managing sub-domains and links between then, while there doesn’t seem to be any particular impact on SEO optimization.
We watch the big sites like Microsoft, Sun or Apple and news sites to check which way they think the wind is blowing. There really isn’t a consensus yet. Microsoft sub-domains are well known to developers using msdn.microsoft.com and technet.microsoft.com, whereas Apple use both such as store.apple.com/us and www.apple.com/itunes.
Microsoft Word or the kids
Maybe one of the arbiters of the drop-www debate will be when Microsoft Word automates URL links when it spots a valid trailing domain suffix (e.g. .com, .co.uk, .net). It automatically includes your hyperlink when typing a www prefix.
I personally look to my grandkids. They already ignore the suffix whether hitting google.com for some illustrative pictures or sneaking a (suspect) french translation for homework. They are our future after all.
Nick Harrington
team Ambay Software
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