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Google Streamlines Global Search, Redirecting Country-Specific Domains to google.com
In a move to simplify user experience and optimize its global search operations, Google is consolidating its international web domains. The tech giant is phasing out country code top-level domain (ccTLD) names, such as google.co.jp for Japan and google.ru for Russia, redirecting them to the primary google.com domain. This shift reflects the company’s enhanced ability to deliver localized search results regardless of the domain used.
Enhanced Localization Renders Country Domains Redundant
According to a post on Google’s product blog, advancements in localization technology have made country-specific domains unnecessary. “Over the years, our ability to provide a local experience has improved significantly,” the company stated. “In 2017, we began offering a consistent experience with local results for all Search users, whether they accessed via google.com or their country’s ccTLD.”
Gradual Rollout and User Experience
The redirection process will be implemented gradually in the coming months. Google assured users that the transition aims to “streamline people’s experience on Search.” While users may be redirected from local domains to google.com, search functionality will remain consistent. The company also noted that users might be prompted to re-enter some search preferences during this period.
No Impact on Legal Obligations or Search Functionality
Google emphasized that this domain consolidation will not alter its search functionality or its compliance with national laws. “This change…will not change how we handle obligations under national laws,” the company clarified.
Google’s Search Business Under Scrutiny
This domain consolidation occurs amidst ongoing scrutiny of Google’s dominant search business. Recent developments include:
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- A U.S. federal judge declared Google’s search business a monopoly.
- The Department of Justice recommended Google divest its Chrome business.
- Google potentially faces a $6.6 billion antitrust lawsuit in the UK related to search advertising.
These legal and regulatory challenges underscore the intense examination of Google’s market power and business practices in the search engine industry.