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In a recent episode of Google’s “Search Off The Record” podcast, the Search Relations team suggested possible changes in the SEO value of country-code top-level domains (ccTLDs). This information emerged during a conversation about internationalization and the implementation of hreflang.
Gary Illyes, a senior member of Google’s Search Relations team, indicated that the localization advantage traditionally linked to ccTLDs might soon diminish.
Illyes remarked:
“I think eventually, like in years’ time, that [ccTLD benefit] will also fade away.”
He elaborated that ccTLDs are becoming less dependable as indicators of a website’s geographic target audience.
Illyes pointed out that the main reason for this shift is the creative use of ccTLDs for branding rather than geographic targeting.
He elaborated:
“Consider all the amusing domain names available now, like .ai, which I think is for Anguilla. It no longer signifies anything about the country or that the content is intended for that country.”
Illyes further explained the historical context and the rationale behind this change:
“One of the primary algorithms responsible for localization is called something like LDCP – language demotion country promotion. Essentially, if you had a .de domain, users in Germany would receive a slight boost. But now, with domains like .co or .de that no longer relate to their countries, it doesn’t make sense to automatically apply that boost because the target audience is ambiguous.”
This shift in perspective could impact international SEO strategies. Traditionally, many businesses have invested in ccTLDs to gain an edge in local search results. If Google ceases to use ccTLDs as a strong signal for geographic relevance, companies may need to rethink their domain strategies for different markets.
However, Illyes mentioned that ccTLDs might still hold marketing value:
“From a marketing standpoint, there’s still some benefit in purchasing ccTLDs. If I were to start a new business, I would try to acquire the country TLDs when feasible financially, but I wouldn’t be overly concerned about it.”
As search engines improve their understanding of content and context, traditional signals like ccTLDs may become less significant. This shift could create a more level playing field for websites, regardless of their domain extension.
Key takeaways include:
Though no immediate changes were announced, this discussion offers valuable insights into the potential future direction of international SEO.
Original news from SearchEngineJournal
