Welcome to the Q&A Forum

Hi William, Creative thinking, but this is not a strategy I would recommend for a local business. Local businesses need to publish a single clear NAP signal, and adding mailing addresses for social media  or other purposes will cloud that signal. Because of this, I don't believe what you are recommending would be good fit for this scenario, though it might be a creative approach in a non-local scenario.

Unless you're trying to rank for something with an apostrophe in the query, it won't really matter. If you are trying to rank for something with an apostrophe in the query, some searches with and without the apostrophe show that it matters a bit. You can just use the text ' , as both search engines have shown that they understand it. As long as it renders that way in your CMS (you can turn off images to check) you're fine.

I'm sorry, there was a typo in my question.. When I used the term "subdirectory" what I was actually referring to was a product page. So, essentially what you are saying is that for my lowest URL depth where the website homepage is found, the only files there are going to be index?