In a recent episode of Google’s Search Off The Record podcast, the company’s Search Relations team hinted at potential changes in how country-code top-level domains (ccTLDs) are valued for SEO.
This revelation came during a discussion on internationalization and hreflang implementation.
The Fading Importance Of ccTLDs
Gary Illyes, a senior member of Google’s Search Relations team, suggested that the localization boost traditionally associated with ccTLDs may soon be over.
Illyes stated:
“I think eventually, like in years’ time, that [ccTLD benefit] will also fade away.”
He explained that ccTLDs are becoming less reliable indicators of a website’s geographic target audience.
Creative Use Of ccTLDs For Branding
According to Illyes, the primary reason for this shift is the creative use of ccTLDs for branding purposes rather than geographic targeting.
He elaborated:
“Think about the 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.”