International SEO is paramount for global brands aiming to establish a strong online presence across diverse markets. Among the critical considerations in international SEO is the selection of an optimal domain and URL structure, a decision that can significantly impact a brand’s visibility and success in foreign markets.
While Google provides some guidance on utilizing locale-specific URLs, comprehensive SEO information on this topic remains scarce and, at times, perplexing. Amidst varying opinions within the SEO community, a recent study sheds light on domain structures for international SEO, offering valuable insights based on empirical data.
Here are the key findings from the study:
1. ccTLDs Dominate Top Three Positions:
ccTLDs (Country Code Top-Level Domains) emerge as the most prevalent website structure in the top three ranking positions globally, occupying 56% of these positions. This underscores the effectiveness of ccTLDs for international SEO.
However, it’s essential to note that while ccTLDs offer benefits in terms of geotargeting, they can be costly and operationally cumbersome to manage.
2. Inverse Correlation Between ccTLDs and gTLDs:
The prevalence of ccTLDs and gTLDs (Generic Top-Level Domains) in SERP positions exhibits an inverse correlation, particularly as you move from position 1 to 100.
Websites with gTLDs lacking market subdomains or subdirectories show a negative correlation with ccTLDs, suggesting that Google may favor sites with discernable geotargeting.
3. Subdirectories Gain Popularity:
Subdirectories emerge as the second most prevalent website structure in the top three positions, comprising over 20% of Google’s top positions and around 20% of all SERP positions. This underscores their popularity as a viable option for international SEO.
4. Limited Role of Subdomains:
Subdomains represent only 3% of domain structures in SERPs, primarily prevalent in multilingual markets. Notably, Switzerland stands out as the only market where subdomains are prevalent in the top three positions, demonstrating varied performance across languages.
5. Market-Specific Trends:
Portugal deviates from the global trend, with subdirectories more commonly ranking in the top three positions than ccTLDs. This anomaly reflects the competitive landscape and market dynamics unique to Portugal.
Similarly, Czechia exhibits a high prevalence of ccTLDs in Google SERPs, highlighting the dominance of ccTLD websites in the Czech market.
6. U.S. Market Anomaly:
The U.S. market stands as a statistical anomaly due to the overwhelming popularity of .com domains. The .com domain is ubiquitous in the U.S., overshadowing the official .us ccTLD in usage.
Implications for International SEO Strategy:
The study corroborates the efficacy of ccTLDs for international SEO, emphasizing their advantages in geotargeting. However, brands must weigh the associated costs and complexities before opting for ccTLDs.
The performance of subdomains in the Swiss market suggests their potential effectiveness, challenging conventional perceptions. Subdirectories remain a popular and viable option for international SEO.
Ultimately, the choice of domain structure should align with specific market dynamics and business objectives. Success in international SEO hinges on strategic decision-making and ongoing optimization efforts.
In conclusion, while this study provides valuable insights into domain structures for international SEO, it serves as a starting point for brands navigating the complex landscape of global digital marketing. By leveraging these insights and adopting a tailored approach to each market, brands can enhance their visibility and competitiveness on the international stage.
