2 marketplaces dived into content marketing. They wrote articles about products, where to buy, how-to guides, and other informational content.
Results after 2 years of work
- Guru.wildberries.ru – 48k traffic
- ozon.ru/club – 648k traffic
The choice is obvious: a subfolder. That way, trust flows much more effectively.
And the subdomain acts like a fresh domain with zero authority in this case, and Google didn’t pick up on that trust.
That’s why, by the way, I don’t use subdomains for translated sites—they end up behaving like fresh sites.