Google sees ranking increase for country code domains

Gary Illyes of Google responded to a question about the ranking priority given to sites that use country-level domain names, and how it compares to non-country-level domain names. The question was asked on the SEO Office Hours podcast.

ccTLD Alternative Country Code Domain Names

Country-specific domain names are called ccTLDs (country code top-level domains). These are domain names that target a specific country. Examples of these ccTLDs are .de (Germany), .in (India), .kr (Korea), etc. These types of domain names do not target a specific language, but only target internet users in a specific country.

Some ccTLDs are treated by Google for ranking purposes as regular generic top-level domains (gTLDs), which are domains that are not country specific. A common example is .io, which is technically a ccTLD (related to the British Indian Ocean Territory), but because of its usage, Google treats it as a regular gTLD (generic top-level domain).

Improving ccTLD rankings

The question answered by Gary Illyes was regarding the improved rankings given to ccTLDs.

The questions are:

“When a Korean person searches Google in Korean, which domain is better for search results: com.kr or .com?”

Gary Illies responded:

“Good question. In general, local domain names, in your case .kr, tend to perform better as Google searches promote local content to users.”

Many people want to rank well in a particular country, and one of the best practices for doing so is to register a domain name specific to that country, as Google will rank that domain name higher than other sites that don't explicitly target a specific country.

Gary continued his answer by explaining why ccTLDs rank better than generic top-level domains (gTLDs) such as .com, .net, etc.

Gary explains:

“I'm not saying .com domains won't work. They can. But .kr generally has a slight advantage, if not much.”

Related:

Target countries and languages

Finally, Gary noted that targeting users' language can be more impactful than targeting domain names.

He continued his answer.

“If the language of your site matches the user's query language, that can have a bigger impact than the domain name itself.”

The advantage of language targeting is that it allows you to create a site regardless of the country where the user is searching, whereas country code top-level domain names target countries.

What Gary didn't mention is that using a ccTLD may help you gain user trust from searchers in countries that match the one your domain name targets, and therefore Google searchers may be more likely to click on search results that use geo-targeted ccTLDs.

If a user is in South Korea, they may find a .kr domain especially personal. If a searcher is in Australia, they may be more inclined to click on a .au domain name.

Listen to the podcast for answers starting at 3 minutes and 35 seconds.

reference:

Featured image: Shutterstock/Dean Drobot

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