In April 2025 Google announced an update to its use of country code top-level domains and explained how its approach to localising search experiences has evolved.
Historic Use of ccTLDs for Localisation
Historically, Google delivered country-specific search experiences through domain-specific country code top-level domains (ccTLDs) like google.ng for Nigeria or google.com.br for Brazil. These ccTLD-based domains determined which local version of Google users saw
Since 2017, Google has no longer relied on the domain to identify a user’s location. Instead, Google Search and Maps now automatically serve content based on the user’s location, regardless of whether they use google.com or a ccTLD. If a user in Australia accesses Google, they see Australia-relevant results and if they travel to New Zealand, their results switch automatically, without relying on the domain name.
Upcoming Redirection for ccTLDs
As a next step, Google is starting to redirect traffic from these ccTLDs to google.com, streamlining the user’s experience. Although the URL in the address bar will change, the underlying search results, user experience and compliance with its legal obligations remain unaffected.
What Helps Sites Rank Well in Their Own Country Search?
- Use of ccTLDs for Local Relevance
Google considers ccTLDs as strong signals of geographic targeting. Domains like .de, .uk, or .au often rank better in their respective countries compared to generic domains like .com, though the advantage is modest. Hosting location also used to be a factor but is less important to Google now, - Language Matching is Crucial
More impactful than the domain itself is ensuring the site’s language matches the users query. Sites that align with users’ language tend to perform better, even if they use generic domains. - Local Trust and Credibility Boost from ccTLDs
ccTLDs foster user trust and credibility by signaling local presence and familiarity. This can enhance click-through rates and overall engagement from the target country. - Improved Local SEO and Visibility
Search engines interpret ccTLDs as explicit signals for geographic relevance. Combined with localised content and local backlinks, plus indicators from a Google Search Console account, these factors help boost local rankings, click-through rates, and backlink quality.
Summary
Google has moved away from depending on ccTLDs to localise search, opting instead for intelligent, location-based delivery since 2017.
Going forward, Google is redirecting ccTLD traffic to google.com and emphasises it’s important to note that while this update will change what people see in their browser address bar, it won’t affect the way Search works.
For website owners aiming to rank well in a specific country, ccTLDs still offer SEO advantages in local search, especially when paired with language-aligned content, local hosting or backlinks and user trust signals.
You can read more about Google’s update on its use of country code top-level domains.
If you want to know more about how the use of these SEO techniques can help your business, please get in touch.