use www or not? rule of thumb

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Just looking for some input, whats best in general or what would be more SEO friendly vs for all basic pages

and vs for encrypted ones

And advice on reasons for either choice, whether encrypted or not. and is there some basic rule to follow relating to this. other then keep all the links the same.

I know Google uses for its main page, that’s why I am leaning towards that approach but I also see they use for some other things as well. wondering what the Strategy must be, there must be a basic rule of thumb they are following.

I never really thought about this much until lately.

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