domain-architecture

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# Strategy: Domain Architecture

Guides domain structure decisions for multiple products or brands: subfolder (subdirectory), subdomain, or independent domain. Covers brand architecture (Branded House vs House of Brands) and Hub-Spoke principles when multiple domains coexist. See **domain-selection** for initial domain choice (Brand/PMD/EMD, TLD); **website-structure** for single-domain page planning; **rebranding-strategy** for domain change and migration; **multi-domain-brand-seo** for brand search optimization.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:
1. **Product count**: Single product vs multiple products/brands
2. **Brand strategy**: Unified brand vs distinct brands
3. **Current state**: Planning from scratch vs consolidating existing domains
4. **Constraints**: Tech stack, team, budget

## Domain Structure Options

| Structure | Example | SEO Authority | Brand Independence | Typical Use |
|-----------|---------|---------------|-------------------|-------------|
| **Subfolder** | company.com/product-a | Shared with main domain | Low | Products under one brand; SMB; content consolidation |
| **Subdomain** | product.company.com | Treated separately by Google | Medium | Separate product experience; tech isolation; support/docs |
| **Independent domain** | product.ai | None shared | High | Acquired brands; different markets; distinct brand identity |

### When to Use Each

| Choose | When |
|--------|------|
| **Subfolder** | Products share value proposition; want to strengthen main domain; SMB; blog, tools, features under one brand |
| **Subdomain** | Need separate tech stack (e.g., app vs marketing); support portal; docs; distinct UX but same brand |
| **Independent domain** | House of Brands; acquired company; different audience; different TLD (e.g., .ai for AI product) |

**SEO consensus**: Subfolders typically outperform subdomains for most cases—authority flows to the main domain. Subdomains require separate SEO effort.

## Brand Architecture

| Model | Description | Domain Tendency | Examples |
|-------|-------------|-----------------|----------|
| **Branded House** | One master brand; products use functional descriptors | Subfolder or subdomain | Google (google.com/search, google.com/maps), FedEx |
| **House of Brands** | Each brand independent; parent hidden | Independent domains | Unilever (dove.com, axe.com) |
| **Sub-brands / Endorsed** | Sub-brands with parent endorsement | Subdomain or independent | FedEx Express, Marriott Bonvoy |

**Decision factors**: Business strategy, market positioning, product overlap, resource availability.

## Hub-Spoke (Multiple Domains Coexist)

When company main site (company.com) and product site (product.ai) both exist:

| Role | Domain | Focus |
|------|--------|-------|
| **Hub** | company.com | Brand, About, Research, product matrix; brand queries |
| **Spoke** | product.ai | Product features, pricing, signup; product queries |

**Principles**:
- Hub links to Spoke (Products section); Spoke links back (About, Footer, "A [Company] product")
- Spoke avoids competing for brand queries in Title; Hub avoids competing for product keywords
- See **multi-domain-brand-seo** for brand search optimization.

## Output Format

- **Recommendation** (subfolder / subdomain / independent) with rationale
- **Brand architecture** fit (Branded House / House of Brands / Sub-brands)
- **Domain mapping** (e.g., product A → company.com/product-a)
- **Hub-Spoke** guidance (if multiple domains)
- **Related** next steps (website-structure, rebranding-strategy)

## Related Skills

- **domain-selection**: Initial domain choice (Brand/PMD/EMD, TLD); single-site use case
- **website-structure**: Plan pages within a domain; single-domain structure
- **rebranding-strategy**: Domain change, 301 redirects, migration
- **multi-domain-brand-seo**: Brand search control when Hub and Spoke coexist
- **branding**: Brand strategy, positioning; domain architecture implements brand structure

From kostja94/marketing-skills, MIT.

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