Did you know that Google favours sites with country-specific domain extensions, such as .ch for Switzerland?
An essential piece of information that has just been communicated in the latest episode of the SEO Office Hours podcast (July 2024).
– Country code top-level domains (ccTLDs) like .ch can improve local search rankings in Switzerland
– Google tends to favor country-specific domains for targeting local users
– A .ch domain signals “swissness” and builds credibility with Swiss audiences
– Using a ccTLD helps clearly communicate your target market to search engines
– Domain selection should be strategic and align with your specific business goals and target market
For your SEO strategy, by opting for a ccTLD (country code top-level domain), you improve your chances of ranking at the top of local searches.
In this article, we’ll explain why this decision can transform your online visibility and boost your SEO strategy.
Country code domains (ccTLDs) in the Swiss context
There are several types of domain name extension.
Country code top-level domains (ccTLDs) are specific to each country.
For example, “.ch” is used for Switzerland, a domain with “.de” for Germany or a “.fr” extension for France.
They differ from generic top-level domains (gTLDs), such as “.com” or “.net”.
ccTLDs target users in a specific country, unlike gTLDs, which are global.
For a Swiss company, using a .ch domain can be very beneficial.
A recent communication from Google states that the search engine often favours ccTLDs for local searches.
This means that a site with a .ch domain is more likely to appear at the top of the search results for users who live in Switzerland.
Usually, choosing a domain name with the “.ch” extension tends to boost the confidence of Swiss users (the “swissness” effect).
Using a ccTLD is particularly useful if you are specifically targeting the Swiss market.
For new companies or when migrating sites, opting for a .ch domain may be a very good idea.
That’s the choice we made with werank.ch, because we want to offer our services exclusively to Swiss companies.
Google’s approach to ccTLDs and the implications for Swiss websites
In an episode of the SEO Office Hours podcast, Google’s Gary Illyes explained that the search engine favours country-code domains (ccTLDs) in local searches.
Here’s the video (3min35) :
This means that for a company with a “.ch” extension, Google is more likely to show this site to Swiss users.
A .ch domain informs the search engine that the content is primarily targeted at Swiss-based users.
However, gTLD extensions, such as “.com”, can also rank well, but they do not have this local advantage.
ccTLDs (Aka .ch) clearly tell Google which market you are targeting, which can improve your ranking in local search results.
In addition, the language match between your site and a user’s query is crucial.
Best practices and mistakes to avoid in Swiss SEO strategies
Of course, there is a huge difference between good practice and reality.
For example, if your site has a generic extension such as “.com” or “.net” and is very well positioned, there is no reason to change.
Even if Google recommends using country-code domains (.ch, .fr or .de) as a priority, we advise you not to revamp your strategy entirely.
You should also avoid creating a country code domain (.ch) in addition to a generic domain and copying all the content simply to target Swiss users.
This will generate duplicate content and have a negative impact on your visibility in search engines.
Nevertheless, if you are a new company or thinking of changing your domain, choosing a .ch extension may be a wise choice.
Very often, domains in (.ch) are more available than generic domains (.com).
Selecting a .ch domain for a Swiss site improves local SEO, because you are directly targeting the Swiss market.
For an existing site, migrating to .ch can be a good opportunity if you are considering rebranding. Make sure you redirect the old URLs to the new ones to avoid losing traffic.
We help companies in Switzerland to manage the SEO aspect of site migration. (Don’t hesitate to reach out if you need some support.)
Finally, if you can, make sure you pick a Swiss web host.
The IP address of your website is an additional positive signal sent to Google, and all the data you potentially collect remains in Switzerland (nLPD – New Data Protection Law).
Using a .ch domain for your business improves your local visibility on Google.
This extension builds trust with Swiss users and allows you to target the market effectively.
If you are planning a change or a new site, opting for a ccTLD can be a very good initiative. Remember to redirect your old URLs to retain your traffic.
Contact us if you need personalised support when migrating to your new domain.
I am an SEO consultant and digital marketing trainer with 20 years of experience supporting Swiss B2B SMEs.
My specialty is improving their online visibility through a “done with you” approach, which actively involves and trains their internal teams to achieve effective results.
Fluent in French, German (including Swiss German), and English, I adapt each strategy to the local market to effectively reach all regions of Switzerland.
From comprehensive technical audits to hands-on implementation—including keyword research and content creation—I guide my clients toward sustainable growth while respecting their company identity and values.
My mission is to share expertise so that every project becomes a true driver of long-term success.