WWW vs non-WWW refers to choosing your preferred domain version. Pick one and redirect the other to avoid duplicate content. Neither is inherently better for SEO – consistency matters most.
Are you confused about whether your website should start with “www” or not? It seems like a tiny detail, but getting it wrong can hurt your SEO a lot by splitting your website authority.
I have seen this tiny mistake cost website owners years of ranking progress, and I want to help you fix it now.
I will explain the simple truth behind What is WWW vs non-WWW? and show you how to set it up correctly on any platform for better search results.
What is WWW vs non-WWW?
What is WWW vs non-WWW? refers to whether you use the “World Wide Web” prefix in your website address, such as www.example.com or just example.com.
To a search engine, these are considered two completely different websites, even though they show the same content.
The goal is to choose one version as your main, or “canonical,” address and tell Google to ignore the other one.
Impact on CMS Platforms
You must tell your CMS which version is the master copy so all your SEO power goes to one place.
WordPress
In WordPress, I always check the General Settings right after installation.
I ensure that the “WordPress Address” and “Site Address” fields use the exact same format—either both www or both non-www.
This setting controls the site’s primary address and creates automatic redirects to enforce your choice.
Shopify
Shopify makes this simple, as it generally forces the non-WWW version by default for all new stores.
You do not usually have to do anything, but I always verify in the Domains section that all traffic is pointing to the primary non-WWW domain.
This platform handles the necessary redirects automatically to prevent duplicate content problems.
Wix and Webflow
These platforms also handle most of the technical setup, but I always double-check the domain settings.
I confirm that I have set a clear primary domain and that the CMS is forcing all other variations to redirect to it.
Making a clear choice ensures you are not confusing the search engines with two versions of every page.
Custom CMS
With a custom system, I manage the WWW versus non-WWW choice at the server level, often using an .htaccess file.
I write a simple code rule that redirects all requests from the unwanted version to the preferred version with a permanent 301 redirect.
I confirm that every single page is redirecting correctly so no SEO value is lost.
WWW vs non-WWW in Various Industries
This choice is universal, but a clean domain is important for every type of online business.
Ecommerce
For online stores, a clean domain ensures all your product links and reviews count toward one URL.
If you let both versions exist, the authority from your paid ads or social media links could be split.
A single, unified domain helps your product pages rank with the maximum possible power.
Local Businesses
I ensure local businesses use a single, consistent URL across all their online profiles.
The chosen domain must be exactly the one I use on Google Business Profile, Facebook, and local directories.
Consistency across all listings improves trust and local search visibility for the business.
SaaS (Software as a Service)
For SaaS, having one clear domain is vital for tracking marketing attribution and conversions.
I need to make sure my analytics tools only see one version of the site when measuring trial sign-ups.
This clean setup ensures my data is accurate and my SEO efforts are easy to track.
Blogs
For blogs, a single domain ensures that all inbound links pointing to your great content count towards one single post.
If a popular site links to the non-WWW version and another links to the WWW version, the SEO credit is divided.
A simple redirect fixes this problem and combines all the power to one URL.
Frequently Asked Questions
Does Google prefer WWW or non-WWW?
Google does not have a favorite; it only cares that you choose one and stick with it.
The search engine just needs to see one consistent, main version of your website.
The choice is mostly a personal preference for how the link looks.
What is a 301 Redirect, and why is it important here?
A 301 redirect is a permanent forwarding instruction from one URL to another.
It tells Google, “The old WWW version has permanently moved to the non-WWW version,” or vice versa.
This is crucial because it passes all the SEO link authority from the old address to the new one.
What happens if I forget to choose one version?
If you forget, search engines will see every page as two duplicates.
This dilutes your authority, and Google may not know which one to rank, so both might suffer.
It is one of the biggest reasons for unexpected drops in search rankings.
