WWW vs Non-WWW SEO in 2027: Pick One and Redirect
technical seo guideHi there, friend. On www vs non-www, pick one version of your domain as the main one, 301 redirect the other to it, and use that same version in your links, canonicals and sitemap. Google doesn’t say which version is better in the documents I read, so the winner is whichever you commit to.
- one main version
- 301 for the rest
- same version everywhere
| address typed | status | lands on |
|---|---|---|
| http://example.com/ | 301 | https://www.example.com/ |
| http://www.example.com/ | 301 | https://www.example.com/ |
| https://example.com/ | 301 | https://www.example.com/ |
| https://www.example.com/ | 200 | the main version |
// example data. I picked the www version here only to show the shape. A non-www main version works the same way.
What the Difference Actually Is
The www version is a subdomain of your main domain, so example.com and www.example.com are two separate web addresses. Your site may answer on both, and that is where the trouble starts.
Take a bakery in Leeds whose homepage loads on both addresses. A visitor never notices. Google, however, sees two sets of URLs that hold identical content. In its duplicate URL guide, Google lists address variants like these and tells you to pick one as the canonical, meaning the preferred address, and redirect the others to it.
Add http and https and you have four possible addresses for each page. That is a common starting point for a messy site, and it is why this small decision deserves ten minutes.
Why It Matters for SEO
Without one main version, your pages exist several times over, and Google chooses among them. That splits your reports and invites odd results, such as the wrong version showing in search.
Google says that redirects are a strong signal that the redirect target should become canonical, and that rel=”canonical” is also a strong signal. It describes sitemaps as a weak signal. It also says it prefers HTTPS pages over equivalent HTTP pages as canonical, unless there are issues such as an invalid certificate. So the main version should be HTTPS, with or without www.
Does the choice affect rankings? I found no Google statement saying one is better. Google’s site move guide does say that 301 and other permanent redirects don’t cause a loss in PageRank. That makes switching safe when you do it properly, though it is not a promise about your own results.
How to Choose and Switch Step by Step
Check what is indexed, choose a version, then redirect and align everything. Seven steps cover it.
- See what you have now. Open all four address versions of your homepage. Note which ones load, which redirect and which show a security warning.
- Choose the main version. My rule: keep what Google already indexes. Changing an established site means redirecting every page. For a new site, either is fine, and that is my opinion, not Google’s.
- Redirect the other versions. Send each of them to the main version with a permanent redirect. Google recommends server-side permanent redirects such as 301 and 308 for URL changes.
- Do it in one hop. A visitor who types http://example.com should reach the final address in one step, not three. My guide to redirect chains and loops explains why.
- Set the WordPress addresses. The WordPress Developer Resources say the WordPress Address and Site Address should include the https:// part and shouldn’t end with a slash. Set both to your main version.
- Update canonicals, links and the sitemap. Every canonical tag, internal link and sitemap entry should use the main version.
- Add the right Search Console property. A domain property covers www and non-www prefixes and multiple protocols, which Google says includes http and https, so it sees everything at once.
If the site also moves from http to https, read HTTPS and SEO as well. Trailing slashes are a separate question, covered in trailing slash SEO.
Which Search Console Property to Use
A domain property is the simplest choice for a www or non-www question, because it covers all versions. A URL-prefix property covers only the exact prefix you enter.
| Property type | What it includes | Verification |
|---|---|---|
| Domain property | All subdomains and multiple protocols, www and non-www | DNS record only |
| URL-prefix property | Only URLs with the exact prefix, including http or https | Many methods |
// from Search Console Help, “Add a website property”. Google also says you don’t need the Change of Address tool for HTTP to HTTPS moves or for switching between www and non-www on the same domain.
Common Mistakes and Fixes
These four cause most of the trouble I see when a site switches versions.
The Usual Slips
- Both versions load with a 200 and no redirect
- A redirect that works, while canonicals name the other version
- Using the Change of Address tool when it isn’t needed
- Watching only one URL-prefix property and missing the rest
The Better Habit
- One 200 version, with the rest redirected permanently
- Make canonicals, links and sitemap agree
- Skip that tool for same-domain www changes, as Google says
- Use a domain property to see every version
// the Change of Address and domain property points come from Google’s Search Console and site move pages. The rest is my experience.
How to Check the Switch Worked
Test all four addresses, crawl the site, and keep the redirects for a long time.
Type each of the four address versions into a private browser window. Each should land on the main version in one hop. Then crawl the site and look for internal links that still use the old host. After that, give it time. Google says changes can take hours or months to appear.
Keep the redirects too. Google’s site move guide says to keep them as long as possible, generally at least one year. From a visitor’s point of view, you could keep them forever. For broken pages found along the way, my fix broken links guide helps.
What It Costs and How Long It Takes
The setup is quick. Checking that nothing breaks is the slower part.
At €25 an hour, my own estimate is one to two hours for a small WordPress site. It is part of my technical SEO service. To see how the plans compare, start from my cheap SEO expert page.
WWW vs Non-WWW Questions
Short answers to what site owners ask.
Is www or non-www better for SEO?
I found no Google statement that favors either. Choose one, redirect the other with a 301 and keep everything consistent.
Will switching lose my rankings?
Google says 301 and other permanent redirects don’t cause a loss in PageRank. I can’t promise how your own pages will behave, so test and monitor.
Do I need the Change of Address tool?
No. Google says you don’t need it for HTTP to HTTPS moves or for switching between www and non-www on the same domain.
How long should the redirects stay?
As long as possible, generally at least one year, according to Google’s site move guide.
Which Search Console property should I add?
A domain property. Google says it automatically includes both www and non-www prefixes, and it needs DNS verification.
Send Me Your URL. I’ll Test All Four Versions.
Message me your site address on WhatsApp and I’ll tell you what I would fix first.
// the first look costs you one message.
Sources and Last Check
- Google Search Central: Consolidate duplicate URLs (redirect, canonical and sitemap signals, HTTPS preferred)
- Google Search Central: Site moves with URL changes (301 and PageRank, Change of Address, keep redirects)
- Search Console Help: Add a website property (domain and URL-prefix properties)
- WordPress Developer Resources: Moving WordPress (WordPress Address and Site Address)
- Google Search Central: SEO Starter Guide (changes take hours to months)
// last checked 11 Nov 2026. The rule of keeping what is indexed and the time estimate are my own experience.