Introduction
Conquering international SEO is a crucial step for global brands. But selecting the optimal domain and URL structure can be a daunting task. While Google offers guidelines for locale-specific URLs, information can be scarce and misleading. This article dives into a recent study exploring how domain structures impact international SEO, providing valuable insights for businesses of all sizes.
Key Findings: A Global Look at TLD Usage
The study revealed fascinating trends regarding TLD prevalence across various countries. To simplify this information, here’s a table summarizing the key findings:
| Country | Top TLD | Percentage | Second TLD | Percentage | Third TLD | Percentage |
|---|---|---|---|---|---|---|
| Czech Republic | .cz | 89% | N/A | N/A | N/A | N/A |
| Portugal | Subdirectory | Not specified | .pt | Not specified | Not specified | Not specified |
| Switzerland (French Keywords) | Subdomain | Not specified | .ch | Not specified | Not specified | Not specified |
| Switzerland (Italian Keywords) | Subdirectory | Not specified | .ch | Not specified | Not specified | Not specified |
| Austria | Mixed (.de & .at) | Not specified | Varies | Not specified | Varies | Not specified |
| All Others | ccTLD | 56% (Top 3 Positions) | gTLD | 20% (Top 3 Positions) | Subdirectory | 20% (Top 3 Positions) |
Analysis and Recommendations
The data highlights the dominance of ccTLDs (country code top-level domains) in top search rankings globally. This suggests that for businesses with the resources, ccTLDs can be a powerful strategy. However, managing multiple ccTLDs requires significant investment.
Interestingly, the study challenges the traditional bias against subdomains. In Switzerland, subdomains performed exceptionally well for French keywords, indicating their potential effectiveness in specific scenarios. Subdirectories remain a popular choice, ranking well across various countries.
Big vs. Small Businesses: Tailoring Your Approach
The ideal domain structure hinges on your business size and goals. Here’s a comparison to guide your decision:
| Factor | Big Companies | Small Companies |
|---|---|---|
| Resources | Likely have resources for ccTLD management | May benefit from subdirectories or gTLDs for cost-effectiveness |
| Target Market | Global reach often necessitates ccTLDs | Consider subdirectories or gTLDs for smaller, targeted markets |
| Content Management | Can handle content localization for multiple ccTLDs | May require simpler content strategies for subdirectories or gTLDs |
Conclusion
This data empowers businesses to make informed decisions regarding their international SEO strategy. While ccTLDs reign supreme for extensive global reach, subdirectories and strategically used subdomains can be viable alternatives. Remember, this is just the starting point. Optimizing your content and website structure for each target market is essential for international SEO success.
