Have you ever thought about how country-code top-level domains (ccTLDs) are valued for SEO. A hint has come from Google’s Search Relations team. Gary Illyes, a senior member of Google’s Search Relations team, said that the traditional localization boost might soon become obsolete. He pointed out that ccTLDs are becoming less reliable indicators of a geographic target audience of a website. Creative use of ccTLDs for branding is being considered rather than the geographic targeting purpose.
Primary reason for the shift is the evolution of how ccTLDs are used. Historically it provided a small SEO boost by indicating to search engines the geographic relevance for content. However, it is now being creatively used and has nothing to do with geographic location. Yes, it is now true that .ai for Anguilla is now commonly used in the tech industry for artificial intelligence websites. Similarly, .tv for Tuvalu is widely being used by TV channels.
Illyes said that one of the main algorithms that do the whole localization thing is called LDCP – language demotion country promotion. Hence, .ai, .tv or .de no longer relate to Anguilla, Tuvalue or Germany.
The businesses which have heavily invested in ccTLDs for SEO purposes may now notice significant implications. ccTLDs were earlier a key component of international SEO strategies and provided a perceived advantage in local search results. However, if Google stops using ccTLDs as a strong signal for geographic relevance, such businesses need to rethink their domain strategy for local markets.
Illyes also noted that ccTLDs might still hold marketing value and it can still play a role in branding and marketing.