Google hints at reducing SEO value of ccTLDs

In a recent episode of Google's "Search Off The Record" podcast, Google's search relations team revealed that it may reduce the importance of country code top-level domains (ccTLDs) in SEO. This change may affect companies' international SEO strategies and recommends focusing on content quality and hreflang tags for better international positioning.

Gary Illyes, a senior member of Google's search relations team, pointed out that as more brands use ccTLDs creatively for branding, these domains no longer reliably reflect their geographic target audience. "I think eventually, that is, a few years from now, (the advantage of ccTLDs) will also fade away," he said. Illyes explained that the localization bonus traditionally associated with ccTLDs may soon end because these domains no longer accurately reflect that the content is targeted at a specific country or region.

Despite this, Illyes also mentioned that purchasing ccTLDs may still have some value from a marketing perspective. However, for companies that have invested a lot of resources in country-specific domains to gain an advantage in local search results, it may be time to reevaluate their strategies.

This change may lead to a more level playing field across domain extensions, while also highlighting the importance of properly implemented hreflang tags for accurately indicating language and regional targeting. Therefore, businesses need to pay attention to official announcements or changes from Google regarding the use of ccTLDs and international SEO best practices.

In summary, as search engine capabilities improve, traditional signals like ccTLDs may have less weight, which may change the way businesses develop domain strategy in different markets, thereby affecting their competitiveness and visibility in the global market.