Choosing between 'www' and non-www domains influences branding and SEO, with a trend towards the simpler non-www, although proper DNS and redirection ensure site consistency.
When setting up a website, one of the early decisions to be made is whether to use the 'www' prefix in the domain or to go without it. This choice may seem minor, but it can have implications for branding, technical management, and even search engine optimization (SEO).
The History of WWW
The "www" stands for World Wide Web, which is a subset of the internet that is accessed through a web browser. The prefix dates back to the early days of the internet when domain names were categorized by the service they were providing. For example, "ftp.example.com" for FTP services, and "www.example.com" for HTTP services. This prefix helped to specify the "hostname" and distinguish the kinds of traffic a server was handling. Today, this level of specificity is no longer required as modern servers are well-equipped to handle various types of traffic under one domain name.
Advantages of WWW
CNAME Records and DNS Flexibility: 'www' allows for more flexible DNS management. You can create a CNAME record for 'www' which is not possible with a non-www domain (also known as a naked domain). This is particularly useful for load balancing and establishing a Content Delivery Network (CDN).
Cookie Management: Having 'www' can be beneficial for managing cookies. If you use multiple subdomains and want to control their access to cookies, 'www' can help in setting policies that limit this access.
Isolation of Service Failures: In the event of a service failure, having 'www' could potentially isolate the issue to a specific service subdomain rather than affecting the entire domain.
Disadvantages of WWW
Perception and Aesthetics: In the age of sleek branding, the 'www' can seem redundant and antiquated. Many new startups and brands choose to forego 'www' for a cleaner, more modern URL.
Longer URLs: URLs with 'www' are longer by four characters, which can make them less compact when space is limited, such as in Tweets or print media. Potential for Duplication: If not set up correctly, both 'www' and non-www versions of the site could be accessible and indexed by search engines, leading to duplicate content issues.
Advantages of Non-WWW
Branding and Marketing: Non-www domains are perceived as more modern and innovative. They are easier to remember and can be more visually appealing in marketing materials.
Shorter URLs: Shorter URLs are easier to share and fit better in places with character limitations.
Simplicity: It simplifies the domain name and can make it quicker to type.
Disadvantages of Non-WWW
Limited DNS Management: Without the 'www' subdomain, you may be limited in your DNS management options, especially when it comes to CNAME records.
Cookie Restrictions: You cannot restrict cookies to your main domain only if you're not using subdomains.
Perceived Legitimacy: Some users may perceive a non-www domain as less professional or legitimate, though this perception is changing.
As webmasters consider the choice between 'www' and non-www domain prefixes, it's important to note the current trend and general recommendation in the field. Increasingly, the trend is leaning towards the non-www domain addresses. This lean is not just a matter of fashion or aesthetics; it reflects the broader movement towards cleaner, more user-friendly URLs.
However, regardless of the preference for non-www URLs, it is vital for webmasters to ensure proper DNS management. They should create DNS records for both 'www' and non-www versions of their site. After setting up these records, a 301 redirect must be implemented from the non-preferred to the preferred version.
In conclusion, while non-www domains are generally recommended and reflect current best practices, the most important aspect is the technical setup behind the scenes. By creating DNS records for both versions and using a 301 redirect to funnel users and search engines to your preferred domain, you can maintain the integrity of your site, preserve your SEO efforts, and ensure a consistent, frustration-free experience for your visitors.