<b>Moved a client's blog from subdomain to subfolder. Traffic doubled in 90 days.</b>

<b>Moved a client's blog from subdomain to subfolder. Traffic doubled in 90 days.</b>
Client ran <code>blog.brand.com</code>. The main site ranked fine, the blog crawled and indexed like a separate weak site.
The move:
— Migrated everything to <code>brand.com/blog/</code>. Same content, new home.
— Subfolders inherit the main domain's authority directly. Subdomains get treated as semi-separate properties — you're starting half-fresh.
— 301 every old subdomain URL to its exact subfolder twin. One-to-one. No wildcards to the homepage.
— Updated internal links to point at the new path, not just rely on redirects.
This isn't universally true for huge brands with real reasons to split. But for 95% of sites, subfolder wins.
Watch your redirect chains. <code>blog.brand.com</code> → <code>www</code> → <code>brand.com/blog</code> is two hops bleeding equity. Make it one.