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Google suggests ccTLDs could lose SEO value in years’ time due to creative branding use, urging focus on content and hreflang for international targeting.
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.
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.
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.”
Illyes further explained the historical context and why this change is occurring:
“One of the main algorithms that do the whole localization thing… is called something like LDCP – language demotion country promotion. So basically if you have like a .de, then for users in Germany you would get like a slight boost with your .de domain name. But nowadays, with .co or whatever .de, which doesn’t relate to Germany anymore, it doesn’t really make sense for us to like automatically apply that little boost because it’s ambiguous what the target is.”
This change in perspective could have implications for international SEO strategies.
Traditionally, many businesses have invested in ccTLDs to gain a perceived advantage in local search results.
If Google stops using ccTLDs as a strong signal for geographic relevance, this could alter how companies approach their domain strategy for different markets.
However, Illyes also noted that from a marketing perspective, there might still be some value in purchasing ccTLDs:
“I think from a marketing perspective there’s still some value in buying the ccTLDs and if I… if I were to run some… like a new business, then I would try to buy the country TLDs when I can, when like it’s monetarily feasible, but I would not worry too much about it.”
As search engines become more capable of understanding content and context, traditional signals like ccTLDs may carry less weight.
This could lead to a more level playing field for websites, regardless of their domain extension.
Here are some top takeaways:
While no immediate changes were announced, this discussion provides valuable insight into the potential future direction of international SEO.
Listen to the full podcast episode below:

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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SixPL has launched SixPL Optimizer, a free SEO tool designed to provide precise on-page SEO analysis.
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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
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Excellent content can be a powerful tool for the B2B world.
It’s key to know how it will benefit your company and what SEO strategies you should use.
Kameron Jenkins, Content Lead at Shopify and ex-Botify & Moz Content Marketer, joined me on the SEJ Show to discuss Content Marketing Strategies for the B2B world and how excellent content can help SEO & multiple marketing channels.
You’ll get insights into the most important factors to consider when considering B2B content strategies.
Inorganic search-focused content is a type of content but it’s not the only type of content. It’s not the only thing content can do. Content is a tool–it’s a means to an end. It’s all in like how you apply it.–Kameron Jenkins, 20:05
I have found from my personal experience that content marketers who are just really good content marketers can learn pretty much any subject matter and ramp up fairly quickly.–Kameron Jenkins, 13:54
We start with the product and its features, and that’s how we build out our themes. Basically, everything we talk about can tie back in some way, shape, or form to the product.–Kameron Jenkins, 25:49
[00:00] – About Kameron & what attracted her to Shopify.
[04:49] – Connection between online & offline Shopify.
[07:26] – How Kameron’s day-to-day content looks & how she built a team.
[12:00] – Challenges when looking for writers.
[15:06] – How to set up & communicate expectations with stakeholders.
[19:45] – Does Kameron go outside of SEO for success metrics?
[25:37] – The importance of the customer & buyer decision journey in your content.
[27:22] – What’s great about battle cards.
[32:04] – The difference between small company and big company content strategies.
[39:56] – How to update older content.
[43:56] – How to identify content decay.
[45:53] – What is in a content brief?
[48:20] – Important content marketing strategy considerations for small companies.
[53:31] – Tips for integrating vertical targeting into your content strategy.
Resources mentioned:
Gong – https://www.gong.io/
Articles Kameron wrote on SEJ – ​​https://www.searchenginejournal.com/author/kameron-jenkins/
Prioritizing refreshes is super important. I would dive down to the granular level of what keywords have we lost the most positions for in this post. –Kameron Jenkins, 41:49
Search sometimes can be very tough. Patience is a virtue but patience doesn’t always have a seat at the table.–Loren Baker, 15:23
What we’re doing right here is not only just helping you rank but it’s helping you close every lead that you’re getting in from various different funnels.–Loren Baker, 23:58
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Kameron Jenkins
Kameron Jenkins is the Content Lead at Shopify. In previous roles, she’s been Director of Brand, Content & Communications at Botify, the SEO Wordsmith at Moz, and the VP of SEO & Content Strategy at a digital marketing agency that serviced local and multi-local businesses across the country.
Drawing from her experience, Kameron loves any opportunity she gets to talk about SEO, content strategy, and digital marketing. Add to it topics about SEO for local businesses, and navigating organizational challenges/opportunities.
​​Connect with Kameron on LinkedIn: https://www.linkedin.com/in/kameron-jenkins/
Follow her on Twitter: https://twitter.com/Kammie_Jenkins
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
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Join Our Newsletter.
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In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Welcome to Gigwise, your go-to platform for the latest news, insights, and trends in the world of SEO and online strategies. We provide in-depth analysis, expert opinions, and success stories from SEO professionals and innovative digital strategists alike.
We’re seeking enthusiastic writers to contribute articles on SEO and Online Strategies. If you’re passionate about sharing knowledge, insights, and advice on optimizing, strategizing, or transforming online presence, we’d love to feature your work.
Here are some topic examples that align with our theme:
Q: Do you pay for guest contributions? 
A: Currently, we do not offer monetary compensation. However, you’ll gain significant exposure and networking opportunities.
Q: Can I include links in my article? 
A: Yes, you may include up to two relevant, non-promotional links within the content or your bio.
Q: Can I republish my article elsewhere? 
A: We request that you do not republish the full article on other platforms. Excerpts with a link back to the original post on Gigwise are acceptable.
Q: What file formats do you accept? 
A: Please submit your article in Word (.doc or .docx) or Google Docs format.
We appreciate your interest in contributing to Gigwise. Your insights could inspire and inform thousands of readers worldwide. We’re excited to potentially feature your work on our platform.
For any questions or additional information, feel free to email us at David@gmail.com.
We look forward to showcasing your expertise to our global audience!
Gigwise.com is your go-to for fashion, beauty, celebrity, lifestyle, and music content that delights and informs. From emerging style trends to exclusive interviews, chart-topping hits to wellness tips, we blend culture and sound to keep you entertained and in the know.
Gigwise is your hub for trendsetting fashion, celebrity buzz, beauty tips, lifestyle inspiration, and music news.

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
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Google’s very own Martin Splitt joined me on this very special episode of the SEJ Show to share his thoughts and opinions on various technical SEO topics, such as Semantic HTML, Google Search Console, indexing, and client-side rendering.
Learn how to better leverage these powerful tools to improve your website’s SEO.
[Prefer to watch instead? Get access to the on-demand video.]
I would say make sure that you are focusing on the content quality and that you are focusing on delivering value to your users. Those have been, will always be, and are the most important things. Everything else should follow from that. –Martin Splitt
Suppose you are fine-tuning technical details or your website’s structure or markup. In that case, you are likely missing out on the more significant opportunities of asking yourself what people need from your website. –Martin Splitt
This question keeps coming up. This is not the first time and will not be the last time this question will come up and continue to be asked. I don’t know why everyone thinks about who, what value, or who. It’s about structure. I can’t emphasize this enough: If you choose to have H1s as your top-level structure of the content, that’s fine. It just means that the top level of the content is structured along the H1s. –Martin Splitt
[00:00] – About Martin
[02:47] – Why Semantic SEO is important.
[04:22] – Is there anything that can be done within Semantic HTML to better communicate with Google?
[06:02] – Should schema markup information match what’s in the document?
[08:24] – What parts of Semantic search does Google need the most help with?
[09:19] – What is Martin’s opinion on header tags?
[14:22] – Is the responsibility of implementing Semantic HTML on the SEO or the developer?
[16:19] – How accessible is Semantic HTML within a WordPress, or Gutenberg-style
environment?
[19:58] – How compatible is Semantic HTML with WCAG?
[21:08] – What is the relationship of Semantic HTML to the overall concept of the Semantic web RDF, etc.?
[25:04] – Can the wrong thumbnails be rectified utilizing Semantic HTML?
[28:42] – Is there another type of schema markup that can still refer to the organization and use IDs on article pages?
[32:10] – Can adding schema markup to show the product category hierarchy and modifying HTML help Google understand the relationship between the product and its category?
[33:49] – Is preserving header hierarchy more critical than which header you use?
[36:36] – Is it bad practice to display different content on pages to returning users versus new users?
[40:08] – What are the best practices for error handling with SPAs?
[45:31] – What is the best way to deal with search query parameters being indexed in Google?
[48:02] – Should you be worried about product pages not being included within the XML site map?
[50:26] – How does Google prioritize headers?
[56:00] – How important is it for developers and SEOs to start implementing Semantic HTML now?
[57:31] – What should SEO & developers be focusing on?
If you understand that it’s a 404, you have two options because two things can happen that you don’t want to happen. One is an error page that gets indexed and appears in search results where it shouldn’t. The other thing is that you are creating 404s in the search console and probably muddling with your data. –Martin Splitt
If you have one H1 and nothing else under it except for H2s and then content H2 and then content H2, that doesn’t change anything. That means you structured your content differently. You didn’t structure it better. You didn’t structure it worse. You just structured it differently. –Martin Splitt
[Get access to the on-demand video now!]
Connect With Martin Splitt:
Martin Splitt – the friendly internet fairy and code magician! He’s a tech wizard from Zurich that has magic fingers when it comes to writing web-friendly code.
With over ten years of experience as a software engineer, he now works as a developer advocate for Google. A master of all things open source, his mission is to make your content visible in any corner of cyberspace – abracadabra!
Connect with Martin on LinkedIn: https://www.linkedin.com/in/martinsplitt/
Follow him on Twitter: https://twitter.com/g33konaut
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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