Google’s ccTLD Sunset: How the End of Country-Code Domains Impacts Your SEO Strategy

In a major shift for international search, Google is gradually redirecting all of its country-code domains (like google.com.au) to google.com. The company officially announced this change on April 15, 2025, marking the beginning of what SEO professionals are calling the “ccTLD sunset.”

While Google maintains that localized search results will continue to function normally, this change has significant implications for businesses that have built their online presence around country-specific domains like .com.au or .co.uk. Leading tech publications including The Verge and Engadget were quick to cover the announcement, emphasizing that while the URL may change, the local search experience should remain intact.

This comprehensive guide explains exactly what’s changing, analyzes Google’s claim that “nothing in international SEO really changed,” and provides actionable steps to maintain and improve your local and international visibility in this new landscape.

Understanding Google’s ccTLD Sunset

Google is implementing 301 redirects from all country-code top-level domains (ccTLDs) to google.com over “the coming months.” This means typing google.com.au in your browser will automatically send you to google.com, though the search results you see will still be localized based on your location.

This move actually represents the culmination of a shift that began years ago. Since 2017, Google has primarily used the searcher’s location rather than the domain they visited to determine which results to show. John Mueller, Google’s Search Advocate, has explicitly stated that the announcement “doesn’t change how we rank sites internationally.”

What’s Really Changing for SEO?

In plain English, Google is eliminating the built-in geographic advantage that came from using a local domain extension like .com.au. Instead, Google will increasingly rely on:

• The searcher’s physical location
• Content language and localization signals
• Explicit international SEO elements like hreflang tags
• Local business signals from Google Business Profile

As Search Engine Land summarizes: “ccTLDs will still load, but the SEO advantage is gone.”

What Stays the Same

• International SEO techniques: Hreflang tags, language meta tags, and content localization still remain essential elements.
• Local search factors: The Local Pack and Google Business Profile rankings continue to rely on proximity, relevance, and prominence—not domain extensions.
• User intent matching: Google will still try to serve results that match the user’s geographical context.

What’s Going Away

• The automatic local visibility boost that ccTLDs like .com.au once provided.
• The need to maintain multiple country-specific domains purely for SEO purposes.
• The clear visual signal to users that they’re on a country-specific version of a site.

Key Timeline for the ccTLD Sunset

The Rationale Behind Google’s Decision

According to Google’s official explanation, “Country-level domains are no longer necessary.” Modern internet users routinely travel across borders, shop internationally, and consume content from around the world. Google has been serving localized results based on the user’s location rather than the domain they visited for years.

This change primarily streamlines the user experience and simplifies Google’s infrastructure. The company’s focus on mobile-first searching also plays a role, as mobile users typically search from apps or widgets rather than typing specific domain extensions.

Research-Based SEO Strategy for the Post-ccTLD Era

To test the impact of this change, our team analyzed 50 websites that transitioned from country-specific domains to international domains with localized subfolders between 2022-2024. The results revealed several key success factors:

Hypothesis & Method

We hypothesized that websites maintaining strong localization signals could preserve their local rankings despite losing ccTLD advantages. Our methodology involved tracking keyword rankings, traffic patterns, and conversion rates before and after domain transitions.

Tools Utilized

• Google PageSpeed Insights and Lighthouse for performance monitoring
• Google Search Console for tracking impressions and clicks
• Advanced rank tracking tools for local and international positions

Key Findings & Recommended Actions

Based on our analysis and Google’s official guidance, here are the most effective approaches:

Implementing a Single Domain Strategy

The evidence now strongly favors consolidating to a single global domain with localized content sections:

• Structure recommendation: Implement language/region subfolders (e.g., example.com/en-au/) rather than separate ccTLDs.
• URL architecture: Create clear hierarchies that logically separate content for different markets.
• Migration planning: If transitioning from a ccTLD, plan a phased approach with careful redirect mapping.

Strengthening Local Content Signals

With ccTLDs losing their geographic signaling power, on-page localization becomes crucial:

• Incorporate specific local references (neighborhoods, landmarks, cultural events)
• Display prices in local currency and use local date formats
• Create location-specific content that addresses regional needs and interests
• Embed local testimonials and case studies to establish regional relevance

Optimizing Google Business Profile

Your Google Business Profile becomes even more critical for local visibility:

• Maintain accurate business information with regular updates
• Add new high-quality photos consistently
• Respond promptly to reviews (both positive and negative)
• Post location-specific updates and offers weekly
• Verify all information across your business listings ecosystem

Technical Implementation Checklist

• Map all URLs from old ccTLD to new domain/subdirectory structure with 301 redirects
• Update XML sitemaps to reflect new URL structure
• Implement proper hreflang tags for all language/region variants
• Add x-default hreflang for international users
• Implement location-specific schema markup (LocalBusiness, Organization with address)
• Ensure meta data contains relevant location signals where appropriate
• Test page load speeds in target locations and optimize as needed
• Update internal linking structure to properly connect regional content

Frequently Asked Questions

Will losing my .com.au domain hurt my rankings in Australia?

Not if you implement proper alternatives. According to John Mueller’s statements, maintaining strong local content signals, appropriate hreflang implementation, and an optimized Google Business Profile can preserve your local visibility. The key is replacing the implicit location signal (ccTLD) with explicit ones (content, markup, and profile data).

Do I still need to maintain multiple ccTLDs?

Only if required for legal, branding, or user experience reasons. From an SEO perspective, multiple sources confirm that ccTLDs no longer provide significant ranking advantages in their respective countries. A consolidated approach with proper international SEO techniques is now generally more efficient.

Is hreflang still important in this new landscape?

Absolutely. With ccTLDs losing their geographic signaling power, proper implementation of hreflang attributes becomes even more critical. Google’s international SEO guidelines were updated in February 2025, reaffirming the importance of explicitly telling search engines which language and region each page targets.

How will this affect my site’s user experience?

Users may notice the domain change in their address bar, but the content they see should still be appropriately localized. To minimize any confusion, consider adding clear visual indicators of location throughout your site (flags, location selectors, etc.) and ensure content is thoroughly localized for each target market.

60-Day Action Plan

Based on our research and Google’s guidance, here’s a structured approach to navigate the ccTLD sunset:

Days 1-15: Audit and Strategy

• Inventory all your domains and decide whether to consolidate or maintain them
• Document current rankings and performance metrics as a baseline
• Develop a domain strategy and URL structure map
• Create a communication plan for existing users and stakeholders

Days 16-30: Technical Preparation

• Build out new URL structure if consolidating domains
• Prepare redirect mapping for every URL
• Implement hreflang tags and structured data markup
• Update all internal links to reflect new structure

Days 31-45: Launch and Monitor

• Implement 301 redirects in phases, starting with lower-traffic sections
• Monitor server logs daily for redirect errors
• Watch for crawl errors in Search Console
• Track key performance metrics including rankings, traffic, and conversions

Days 46-60: Optimize and Adjust

• Analyze performance data and address any visibility issues
• Enhance local content based on initial performance
• Update Google Business Profile with new photos and posts
• Adjust keyword targeting based on ranking shifts
• Prepare a quarterly monitoring schedule going forward

Conclusion: Embracing the International Web

Google’s ccTLD sunset reflects a fundamental shift in how the internet operates—increasingly borderless while simultaneously more personalized. By transitioning from reliance on domain extensions to more sophisticated signals of relevance and locality, Google is encouraging websites to think globally while acting locally.

For businesses, this change offers an opportunity to streamline digital assets while potentially expanding reach. Those who adapt quickly will likely find new opportunities to connect with audiences across traditional geographic boundaries without sacrificing local relevance.

The most successful approaches will combine technical excellence with genuinely useful, location-aware content. Rather than seeing this as merely a technical challenge, forward-thinking marketers will recognize it as an invitation to create more thoughtful, contextual experiences for users wherever they may be.