Google to Phase Out ccTLDs for Search

Google has announced that it will begin redirecting country code top-level domains (ccTLDs) for its search services to a single global domain, google.com, over the coming months. This change aims to streamline the user experience on Google Search, as the company has been providing localized search results consistently on both ccTLDs and google.com since 2017. While this update will alter the browser address bar, it will not affect how Google Search functions or how legal obligations are handled in different countries.

Previously, using a ccTLD like .in for India or .fr for France could provide a ranking advantage in local search results, as Google promoted content that was local to the user . However, with this new global approach, the impact of ccTLDs on search rankings may diminish, as Google will rely more on other signals, such as content relevance and user engagement, to determine search rankings.

For website owners and SEO professionals, this means that while ccTLDs may still offer some localized benefits, focusing on high-quality, relevant content and optimizing for user experience will become increasingly important for maintaining and improving search rankings.​

Understanding the Update: Why Google Is Making This Change

For many years, Google used ccTLDs to customize search results based on country-specific needs. When someone in Brazil searched via google.com.br, the results were more tailored to Brazilian users—based on factors such as regional preferences, location, and language.

However, since 2017, Google has increasingly moved away from relying solely on the domain used. Instead, it began offering localized results on all domains, including google.com, regardless of the ccTLD. The latest update continues that trajectory and finalizes the shift.

Key Points from Google’s Update

• Google will start redirecting traffic from ccTLDs (like google.fr or google.co.uk) to google.com.
• This change will be rolled out gradually over the coming months.
• The search results will still be localized, but now based entirely on your device’s location and language preferences, not the domain used.
• You may be asked to reselect search preferences during the transition.

What Are ccTLDs, and Why Were They Important?

Country Code Top-Level Domains (ccTLDs) are two-letter domain extensions assigned to countries. Examples include:

Examples of ccTLDs

• .in for India
• .uk for the United Kingdom
• .ca for Canada
• .de for Germany
• .au for Australia

In the past, businesses would purchase these domains to target specific regional markets. For instance, a Canadian business might use mybrand.ca to help improve visibility within Canadian search results.

Until recently, using a ccTLD was considered a strong signal to Google that your website was targeted toward users in a specific region, potentially helping with rankings and relevance.

What’s Changing in 2025?

From 2025 onwards, Google will no longer use ccTLDs to deliver localized content. Instead, all users will be redirected to google.com, regardless of the domain they originally typed in.

This change is part of Google’s broader strategy to streamline and improve user experience. Rather than relying on a specific domain to determine a user’s region, Google will use real-time geolocation, user preferences, language settings, and other contextual factors to deliver region-appropriate results.

In short: Google is modernizing how it understands and delivers local relevance.

Will This Affect Your Search Rankings?

✅ No Immediate Impact on Search Rankings

Google has explicitly stated that this update does not impact how rankings are calculated. Search results will continue to be influenced by core ranking factors such as:

Core Ranking Factors Still Include:

• Content quality and relevance
• Keyword optimization
• Domain authority and backlinks
• Page speed and mobile optimization
• User engagement metrics
• Location signals (via IP, language settings, structured data, etc.)

So, if your website ranks well now for a certain region, it will likely continue to do so—provided you are following best practices for local SEO.

📍 Geo-targeting Still Matters

Even though ccTLDs are no longer a ranking factor, geo-targeting remains critical. Here’s how you can still target specific countries or regions effectively:

How to Effectively Geo-Target in 2025:

• Use Google Search Console’s international targeting settings.
• Implement hreflang tags correctly.
• Ensure consistent NAP details across your site and directories.
• Use local keywords and region-specific content.

In other words, Google isn’t removing the ability to geo-target; it’s simply no longer relying on ccTLDs to do it.

🌐 Focus Will Shift Toward Content and Intent

This update reinforces an important truth in modern SEO: content quality and user intent matter more than technical tricks or domain extensions.

If you’re relying on a ccTLD just to appear in local search results—without creating region-specific content—you may soon lose any advantage you thought you had.

Now’s the time to:

• Build location-specific landing pages.
• Use local dialects and cultural references.
• Target keywords with local intent.
• Acquire backlinks from local sources and directories.

Google’s algorithm is becoming better at understanding context, user behavior, and content relevance, so focus your strategy accordingly.

User Preferences May Reset

As part of the shift, users may be prompted to re-enter search preferences, such as preferred language, region, or safe search settings.

For websites with audiences in multiple regions, it’s a good idea to educate your users through blog posts, FAQs, or banners about how to:

• Set their preferred language and region in Google settings
• Access region-specific content on your site if needed

This will help minimize user confusion and ensure continuity in their browsing experience.

Should You Keep or Abandon Your ccTLD Website?

If your brand owns multiple ccTLDs (e.g., .in, .uk, .au), you might wonder: Is it still worth maintaining them?

Here are a few points to consider:

✅ Keep If You’re an Established Brand in That Country

• Users may still recognize and trust a local domain.
• You may have existing SEO equity, backlinks, and traffic that you don’t want to lose.
• Redirecting to a generic .com site without a proper migration plan may hurt performance.

❌ Consider Consolidating If It’s Difficult to Maintain

• Managing multiple sites can be time-consuming and expensive.
• You risk diluting your SEO efforts by splitting content and links across domains.
• With the shift to google.com, you no longer gain SEO advantages just from the domain extension.

In general, fewer domains with more focused, localized content is a smarter long-term strategy.

Recommended Action Plan: What Should You Do Now?

To adapt to this change and protect your site’s rankings, here’s a checklist of next steps:

✅ 1. Review Your Existing ccTLD Setup

• Are you using multiple ccTLDs for regional targeting?
• Evaluate which ones are delivering significant traffic and leads.

✅ 2. Update Your Google Search Console Settings

• Use International Targeting to specify the country for each site or page.
• Ensure proper hreflang implementation if you serve multilingual audiences.

✅ 3. Prioritize Localized Content

• Publish region-specific blogs, service pages, and offers.
• Use local keywords, case studies, testimonials, and references.

✅ 4. Strengthen Local SEO Signals

• Build citations and local backlinks.
• Maintain accurate listings on Google Business Profile and regional directories.
• Optimize for mobile and voice search.

✅ 5. Monitor Analytics Closely

• Watch for any unusual shifts in traffic or drop-offs in local search performance.
• If traffic from certain countries declines, investigate whether your content is still aligned with that region’s preferences.

Final Thoughts: Adapt to the Future of Search

This update reflects a larger trend in Google’s evolution: the search engine is relying more on real-time, contextual signals like location, intent, device type, and behavior rather than static attributes like domains.

While it may seem like a big change, it’s ultimately an opportunity for brands to:

• Create better, more personalized content
• Engage local audiences with relevance and authenticity
• Simplify website architecture and SEO strategies

If you’ve been doing SEO the right way—focusing on content quality, user experience, and real relevance—this update should have little to no negative impact on your rankings.

In Summary

Key Change	Impact on SEO
Google redirects ccTLDs to google.com	No direct ranking impact
Search results still localized	Based on user location
ccTLDs no longer offer ranking benefit	Focus shifts to content and intent
Users may need to reset preferences	Minimal disruption if guided well
Local SEO still effective	With proper content, hreflang, and GSC settings

Stay informed, stay strategic, and keep your content relevant. That’s how you’ll stay competitive—no matter how the search landscape evolves.