Domain vs URL prefix properties explained simply | Lillian Purge

Domain vs URL prefix properties explained simply

I have worked with Google Search Console since it first launched in its early Webmaster Tools days, and if there is one topic that consistently confuses business owners, marketers, and even developers, it is the difference between Domain properties and URL prefix properties. In my opinion, this confusion is not because the concept is complex, but because the implications are rarely explained in plain English or tied back to real world SEO decisions.

People often ask me which one they should use, whether they need both, what the risks are of choosing the wrong option, and how this choice affects reporting, indexing, migrations, and long term SEO strategy. Too often, they get answers full of jargon rather than clarity.

This article explains Domain vs URL prefix properties simply. I will break down what each one actually is, how Google treats them, when each makes sense, and how to choose the right setup for your situation. I will also explain the common mistakes I see and how they can quietly undermine SEO reporting and decision making over time.

Everything here is based on practical experience, not theory, and written in plain UK English.

Why this topic matters more than people think

At first glance, choosing between a Domain property and a URL prefix property can feel like a technical admin task you just need to get out of the way. From experience, this is the wrong way to look at it.

Your choice directly affects:

• What data you can see

• How complete that data is

• How easily issues are spotted

• How migrations are tracked

• How confident you can be in SEO decisions

If your Search Console setup does not match how your website actually operates, you end up making decisions based on partial or misleading data. Over time, that leads to poor SEO judgement even if your optimisation work itself is solid.

In my opinion, Search Console configuration is foundational SEO work, not optional admin.

What Google Search Console is actually doing

Before comparing Domain and URL prefix properties, it helps to understand what Google Search Console is really for.

Search Console is not a ranking tool. It does not change how your site ranks. It is a diagnostic and reporting tool that shows how Google sees your site.

It tells you:

• Which URLs Google knows about

• Which URLs are indexed

• Which queries trigger impressions

• How users interact with results

• Where technical issues exist

The key phrase here is how Google sees your site. Domain and URL prefix properties change that lens.

What a URL prefix property actually is

A URL prefix property tracks a specific URL pattern and everything underneath it.

That pattern includes:

• The protocol http or https

• The hostname such as www or non www

• The path after the domain

For example:

https://www.example.com/

is a different URL prefix property to:

http://example.com/
https://example.com/
https://www.example.com/blog/

Each of these is treated as a separate property.

From experience, this is where most confusion starts.

What a Domain property actually is

A Domain property tracks everything under a domain name regardless of protocol or subdomain.

For example, a Domain property for:

example.com

includes:

• http://example.com

• https://example.com

• http://www.example.com

• https://www.example.com

• blog.example.com

• shop.example.com

• any other subdomain

In short, it gives you a complete view of everything Google associates with that domain.

This is why Domain properties are often described as broader or more holistic.

The core difference in one sentence

If I had to explain the difference in one sentence, it would be this.

A URL prefix property shows you part of your site. A Domain property shows you the whole site.

Everything else flows from that distinction.

Why URL prefix properties existed first

Historically, URL prefix properties came first because they were easier to verify and easier for Google to implement at the time.

Verification methods included:

• HTML file upload

• Meta tag

• Google Analytics

• Google Tag Manager

These methods work at the page or directory level, not at the DNS level.

For many years, this was the only option available, so people built habits around it.

Domain properties came later as Google improved DNS based verification.

How verification differs between the two

Verification is one of the most practical differences you will encounter.

URL prefix properties can be verified in several ways, including:

• Meta tag in the head

• HTML file upload

• Google Analytics

• Google Tag Manager

Domain properties can only be verified via DNS record.

This is important because DNS access is often controlled by hosting providers, developers, or IT teams.

From experience, this single requirement is why many people still default to URL prefix properties.

Why DNS verification matters for SEO teams

DNS verification is not just a technical hurdle. It has strategic implications.

When you verify a Domain property via DNS, you are proving ownership of the entire domain, not just one site instance.

This makes the data more robust and future proof.

For example, if you later:

• Remove www

• Add a subdomain

• Change protocol

• Add a shop or blog subdomain

The Domain property continues to track everything automatically.

With URL prefix properties, you must manually add and verify each new variation.

The hidden risk of relying only on URL prefix properties

One of the most common mistakes I see is businesses relying on a single URL prefix property such as:

https://www.example.com/

and assuming they have full coverage.

From experience, this often hides issues such as:

• Non www versions still being indexed

• HTTP URLs still appearing

• Old subdomains generating errors

• Duplicate content across variants

Because Search Console only reports on the specific prefix, these issues go unseen.

This leads to false confidence.

How Google treats protocol differences

Google treats http and https as different URL spaces.

If both are accessible, Google may crawl and index both unless redirects are perfect.

A URL prefix property only shows one protocol.

A Domain property shows both.

From experience, this is critical during HTTPS migrations, site launches, or legacy site cleanups.

How Google treats www and non www

Similarly, www and non www are treated as separate hostnames.

Many sites redirect one to the other, but redirects are not always perfect.

A URL prefix property hides problems if you only monitor one version.

A Domain property exposes them immediately.

This visibility alone makes Domain properties invaluable in my opinion.

Subdomains and why they matter

Subdomains are often overlooked.

Examples include:

• blog.example.com

• shop.example.com

• help.example.com

• staging.example.com

From experience, these subdomains often:

• Generate unexpected indexation

• Cause duplicate content

• Leak internal links

• Create crawl budget issues

If you only use URL prefix properties, you may never notice.

A Domain property shows all subdomains in one place.

Reporting differences in practice

Let us talk about what you actually see inside Search Console.

With a URL prefix property, performance reports, coverage reports, and enhancements only apply to that prefix.

With a Domain property, reports are aggregated across all protocols and subdomains.

This means impressions, clicks, and errors are combined.

From experience, this leads to very different insights.

Why Domain property data is more reliable for strategy

SEO strategy relies on patterns, not isolated data points.

If you only see part of the picture, patterns are distorted.

For example:

• A drop in clicks might actually be traffic shifting between variants

• Errors might be coming from an old subdomain

• Indexation spikes might be from HTTP URLs

A Domain property shows these patterns clearly.

URL prefix properties often mask them.

When URL prefix properties still make sense

Despite everything I have said, URL prefix properties are not useless.

From experience, they still have value in specific situations.

For example:

• When you do not control DNS

• When you need access quickly

• When working on a specific subfolder

• When granting limited access to third parties

They are also helpful for very targeted analysis.

The mistake is using them as your only source of truth.

Using both together properly

In my opinion, the best setup for most sites is:

• One Domain property as the primary view

• URL prefix properties for specific needs

This gives you both completeness and flexibility.

You use the Domain property to understand the big picture and URL prefix properties to drill into specifics.

How migrations highlight the difference clearly

Site migrations are where the Domain vs URL prefix distinction becomes painfully obvious.

During migrations such as:

• HTTP to HTTPS

• Non www to www

• Domain changes

• Platform rebuilds

URL prefix properties often make it difficult to track what is happening because data is split across multiple properties.

Domain properties show continuity.

From experience, migrations monitored only through URL prefix properties often miss critical issues until rankings drop.

Canonicals and property choice

Canonical tags tell Google which URL version should be preferred.

However, canonicals do not prevent crawling or reporting.

If Google discovers non canonical URLs, they may still appear in Search Console.

A Domain property lets you see all canonical and non canonical activity.

URL prefix properties may hide canonical conflicts happening elsewhere.

Index coverage reporting differences

Index coverage is another area where the difference matters.

A URL prefix property only shows coverage for URLs under that prefix.

If errors exist on another subdomain or protocol, you will not see them.

A Domain property shows coverage issues across the entire domain.

From experience, this often reveals issues people did not even know existed.

Security and manual actions

Security issues and manual actions can apply across a domain or to specific sections.

Domain properties give you visibility into domain wide issues.

URL prefix properties may not show everything.

For risk management alone, Domain properties are worth setting up.

Performance reporting nuance

Performance data in a Domain property is aggregated.

This is useful for understanding total search presence.

However, sometimes you want to isolate a specific section.

This is where URL prefix properties still help.

The key is understanding which view you are using and why.

Access management differences

Access control is another practical consideration.

Domain properties give access to everything.

URL prefix properties can be used to limit access to specific areas.

From experience, agencies often request URL prefix access for this reason.

This is sensible as long as the business retains full Domain property access internally.

Common mistakes I see repeatedly

Some of the most common mistakes include:

• Only setting up URL prefix properties

• Setting up multiple URL prefixes but no Domain property

• Interpreting partial data as complete

• Missing legacy subdomain issues

• Ignoring HTTP traffic still indexed

These mistakes do not break SEO instantly. They quietly erode decision quality over time.

How to choose the right setup step by step

From experience, my recommended approach is:

1. Set up a Domain property as soon as possible

2. Verify via DNS

3. Use this as your main reporting view

4. Add URL prefix properties only when needed

5. Educate everyone involved on the difference

This avoids confusion and improves long term clarity.

Why this matters more in 2026 and beyond

As SEO becomes more integrated with AI driven search and entity understanding, Google increasingly looks at domains holistically.

Fragmented reporting becomes more dangerous.

Domain properties align better with how Google actually evaluates sites now.

In my opinion, relying only on URL prefix properties is an outdated approach.

Explaining this to non technical stakeholders

When explaining this to business owners or directors, I keep it simple.

Do you want to see part of your website or all of it.

That framing usually makes the decision obvious.

Bringing it all together

Domain vs URL prefix properties are not just a technical distinction. They shape how you see your website through Google’s eyes.

From experience, Domain properties provide clarity, completeness, and long term confidence. URL prefix properties provide focus and control.

The mistake is choosing one without understanding the other.

If you want accurate SEO insight, better migration control, and fewer blind spots, a Domain property should be your foundation.

URL prefix properties should support that foundation, not replace it.