Google.com is the result of Google domain consolidation. Find out what this might entail for hreflang tags and what immediate SEO actions you should take.
Google is making major changes to its domain structure. All country-specific Google domains will shortly be replaced by Google.com.
Although Google’s own domain structure is impacted by this shift, Google has made it clear that it does not indicate changes to the way international SEO functions for websites.
Google Combines Domain Structures
Google said that it will phase out country-specific domains like google.fr (France), google.ca (Canada), and google.co.jp (Japan). These will all eventually reroute to Google.com.
Google clarified that they can now provide regionally relevant results regardless of the domain you use, thus country-level domains are no longer necessary.
Implementation Timeline
To give consumers time to get used to the new system, Google will implement this change gradually over the next few months.
Google claims that even if the URL in your browser will change, search will continue to function as usual.
Link to the Evolution of Hreflang
Although Google hasn’t acknowledged anything, there are rumors that this domain move may have something to do with how the company manages foreign material.
Gary Illyes of Google made a suggestion in July that they might lean more toward automatic language recognition and less toward manual hreflang tags.
But according to Google’s John Mueller, “nothing has changed with regards to international SEO,” which suggests that these rumors might be premature.
Implications For SEO Professionals
Search marketers are impacted by this shift in a number of ways, particularly those involved in foreign SEO:
- Analytics will display various referral trends as traffic shifts from national domains to Google.com.
- Users should continue to view localized results while having a more consistent experience across locations.
Next Steps
Even though Google’s algorithmic identification is improving, SEO experts should still:
Mueller emphasized that website owners shouldn’t always follow Google’s domain consolidation policy when it comes to SEO. As Mueller and Alan Perkins noted, Google’s decision to merge domains is a business choice given their distinct status as a worldwide brand and isn’t necessarily an SEO best practice that everyone should follow.
Key Takeaway
Although Google maintains that there would be little impact on international SEO, this shift is indicative of the company’s evolving approach to its own domains.
Google has not acknowledged any modifications to its handling of hreflang signals or international content, despite industry debates on artificial language detection.
This is a logical progression of search technology, according to SEO experts. Keep an eye on how these changes impact your traffic and visibility in international searches, but keep in mind that basic international SEO techniques are still the same for the time being.
