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[Hypothetical situation - domain, country and industry changed] Let's say I have registered http://mybrandname.hk (i.e. Hong Kong) and my goal is to reach people in all global locations searching for Hong Kong hotels. The target audience will almost always put "Hong Kong" into their query, e.g. they might search for "Marriott Hotel Hong Kong". Does the .hk TLD implicitly give me a match for "Hong Kong" or would I structure my URLs such that all hotel info pages fall under a top level subdirectory "hong-kong". i.e. is it enough to have a structure like: http://mybrandname.hk/hotel/marriott Or should I have it like: http://mybrandname.hk/hong-kong/hotel/marriott ? It is safe to assume that other on- and off-page best practices will be followed, e.g. links from other Hong Kong sites, some backlinks anchor text including "hong kong", etc. Of course Marriott is just one example, there would be hundreds of hotels in this example.