No Www
No www refers to using the root domain without the www prefix, such as example.com instead of www.example.com.
- Also called
- non-www, naked, root domain
- Applies to
- domain configuration, URL structure, SEO setup
- Commonly confused with
- www vs no www as a ranking factor
Key points
- Consistency between www and non-www matters more than the choice itself for SEO.
- Both versions can work well if one is designated as canonical and the other redirected.
- Using both versions without consolidation splits backlinks, engagement signals, and crawl activity.
- The usual fix is to choose one canonical version and redirect the other with a 301 redirect.
- www can be technically useful for larger setups involving cookies, subdomains, DNS, or CDN management.
Where it changes your decision
- When setting up a new site: choose either www or no www from the start, then redirect the unused version to avoid splitting signals.
- When migrating or changing domain: update all internal links, sitemaps, and redirects to point to the preferred version, and set a canonical url to reinforce the choice.
- When configuring advanced technical setups: www can simplify cookie handling across subdomains and DNS or CDN management, making it a practical choice for larger sites.
What it is not
- Belief: choosing no www improves rankings. Correction: Google has not confirmed www or no www as a ranking factor; the SEO impact comes from configuration errors, not the prefix.
- Belief: www is outdated and no longer used. Correction: many large sites still use www, and it remains useful for technical reasons such as separate cookie domains.
- Belief: no www is always the better choice. Correction: the better choice depends on technical needs; www can offer advantages for subdomain separation and CDN setup.
- Belief: you can keep both versions accessible without harm. Correction: letting both versions resolve without consolidation creates duplicate content and can split crawl budget, weakening SEO signals.
Questions people ask
Www vs non www?
www and non-www are two URL formats for the same site. Neither is inherently better for SEO; the key is to pick one and redirect the other with a 301 redirect. Using both without consolidation splits signals and can cause duplicate content issues.
Is www still used?
Yes, www is still widely used, especially on larger sites. It can be technically useful for managing cookies across subdomains, DNS settings, and CDN configurations. The choice is stylistic and technical, not a ranking factor.
Why is www not used anymore?
Some sites drop www for a shorter, cleaner URL that matches the brand name. Others prefer no www for simplicity. However, www is not obsolete; it remains common and can be the better choice for sites with complex subdomain setups.
Sources
- Google Search Central Explains consolidating duplicate URLs with canonicalization and redirects.
- MDN Web Docs Clear technical explanation of choosing a canonical www or non-www version and using 301 redirects.
- Google Search Central Official guidance on canonicalization and how search engines interpret preferred URLs.
Written and maintained by Nora Lindholm. Last updated 27 July 2026.
Spotted an error? Email me — corrections are logged and credited on the entry. Outbound links are unpaid; most are nofollow.