Questions
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Installing a site on top level domain directory VS deeper directory
Without server configuration, I'll take a stab at this. I see only one potentially significant issue: Inbound links. When someone links to the website, do you want to count on them linking www.site.com instead of www.site.com/catalog ? Shorter URLs are easier to remember and they can improve the direct type-in traffic. For navigational purposes, your server can resolve to the site homepage when the incomplete URL is entered into the browser, but a 301 redirect doesn't carry over all of the PR. Less significant is the superfluous term in your URL. Legend has it that shorter, simpler, more relevant keywords in your meta-data and URLs is the way to go. Will a single additional term drop you in the SERP? Highly unlikely. Most ecommerce sites have to use a similar format. If you don't have reasons of necessity, go with the short URL. 301 redirects (URL iterations 2,3,4,etc to a single URL format) should suffice for those site that have been live for some time.
On-Page / Site Optimization | | RDK0