During one of the episodes of Google’s “Search Off the Record” SEO podcast, Gary Illyes, a senior member of Google’s Search Relations team, hinted at a possible shakeup regarding the SEO value of Country Code Top-level Domains (ccTLDs) soon. He was quoted saying,
“Think about all the funny domain names that you can buy nowadays like the .ai. I think that’s Antigua or something… It doesn’t say anything anymore about the country… it doesn’t mean that the content is for the country.”
Mr. Illyes mistakenly identified .ai as Antigua, when it was Anguilla, a British Overseas Territory in the Caribbean. But his comment demonstrates a shift in our perspective, as most of us would have thought the .ai domain to be “Artificial Intelligence”, rather than a country’s name.
In short, companies are now using ccTLDs not for their geographic significance but for their branding potential (You know “bit.ly”. How many gave it a thought that the “ly” actually stood for Libya and wasn’t just a funky URL shortener?). Generic domains are being preferred and SEO strategies need to be tweaked to stay relevant. Now is the time to engage an expert search engine optimization company to help you adapt seamlessly to Google’s evolving algorithm updates.
Understanding Country Code Top Level Domains (ccTLDs)
Country code top-level domains (ccTLDs) are specific to countries, for those brands that would want to establish a local online presence. For example, a website with a .de domain was assumed by search engines to target audiences in Germany, thereby enhancing the website’s relevance in local search results.
Why Is Google Signaling a Potential Decrease in ccTLDs SEO Value?
In the Google SEO podcast, the Search Relations team mentioned that ccTLDs are becoming less indicators of region-specific targeting because of their increased use in creative branding. Google’s change in its perspective stems from this trend, as they have realized the need to deliver accurate search results based on user intent, rather than relying on ccTLDs, which would result in more content relevance and context than just a domain extension.
How Will It Impact SEO Strategies?
This shift will disrupt SEO strategies for businesses that have relied on ccTLDs to rank better in local searches. Here’s how:
- Less Usage of ccTLDs: With the advantage of automatic local-SEO boost eroding away, companies that have invested in ccTLDs will have to migrate towards gTLDs to stay relevant in local search results.
- Generic Top-level Domains (gTLDs): Businesses may go for generic domains like .com, .net and make use of subdomains (us.example.com) and sub-directories (example.com/us) to create region-specific pages, which will give a push in the international SEO space.
- Significance of Content Localization: Creating quality content, curated specifically for the business’s target audience, will play a big role in determining the website’s visibility within the localized regions.
How to Adapt Your SEO Strategy
With the inevitable changes awaiting at the horizon, it would be wise to adjust your SEO strategy accordingly to stay relevant in search results.
Here are a few steps you can consider:
- Implement Hreflang: Hreflang tags are essential for multilingual/multi-regional websites. It helps Google understand the language and regional targeting of your pages, ensuring the right content reaches the right audience. This can compensate for any potential subsidy over ccTLD domains.
- Create Localized Content: Focus on creating content that caters to the local audience’s language, interest and culture which can help maintain your website’s relevance in region-specific searches.
- Update your Google Business Profile: An up-to-date Google Business profile with precise location information will boost visibility in local searches. This is one of the crucial steps to improve your local SEO, regardless of the domain.
- Use Local Backlinks: Acquiring backlinks from the targeted region’s websites will help generate traffic and improve visibility from your target audience.
- Monitor Google Updates: Stay updated with Google’s algorithm updates, which happens quite often. Keep an eye on announcements from Google as their updates can impact SEO strategies and help you keep your approach aligned with the latest practices.
Winter is coming.
Yes, Google has given a major signal regarding their plans to shift away from ccTLD prioritization. And this means, businesses will have to diversify their SEO strategies on a multi-faceted, user-centric approach rather than betting all their money on a one-trick pony. By doubling down on high-quality content, implementing accurate hreflang tags and enhancing user experience, businesses can ensure continued success in the ever evolving and competitive global digital landscape.
