hreflang is a tag that tells search engines which language or country version of a page to show to which user. It works only when each language has its own address, the tags point to each other correctly and the translations are good.
If you sell to people who speak different languages, a single translated page is rarely enough. The way you structure the languages decides whether the right visitor sees the right page in search results.
This guide explains the main options and the signal called hreflang, without jargon.
Why structure matters
Search engines treat each address as a separate page. If your English and Spanish text appear on the same address, or if the translation appears only after a visitor clicks a button, search engines may not see it at all. Each language version should have its own address.
Three common structures
There are three usual ways to organise languages, each with strengths.
- Language folders on one domain, such as example.com/es/ and example.com/fr/, which is simple to manage and often the best starting point
- Subdomains, such as es.example.com, which separate the sites but add management work
- Separate country domains, such as example.es and example.fr, which can signal strong local focus but cost more to run
What hreflang does
Hreflang is an annotation that tells Google which language and region each version of a page is for, and which versions are equivalents of each other. It helps Google show the Spanish page to Spanish speakers and the English page to English speakers, instead of mixing them up.
It is a hint, not a command, but when set up correctly it reduces the chance of the wrong version appearing.
- Each version lists all its alternates, including itself
- Use proper language and optional region codes, such as en-GB or es-ES
- Alternates must link to each other, or the signal may be ignored
- Add an 'x-default' version for visitors who match none of your languages
Translation quality
Machine translation can be a useful first draft, but publishing it unchecked often produces awkward or even wrong text, and it damages trust. Have a native speaker review every page, especially headings, calls to action and legal text. Keep a glossary of key terms so that the language is consistent.
Details that are easy to forget
Translate more than the body text. Titles, descriptions, button labels, forms, error messages, emails and image text all need attention. Adapt currencies, date formats, phone numbers and measurement units. Make sure the language switcher is visible and keeps visitors on the equivalent page.
- Translate titles and descriptions
- Adapt forms and confirmation emails
- Show local contact details where you have them
- Keep the same page structure in every language
Start small
You do not need ten languages on day one. Start with the one or two markets that matter most, structure the site so that adding more is easy, and expand when you see demand.
Key takeaways
- Give each language its own URL structure
- Use hreflang tags that reference each other, including the page itself
- Invest in good translation, not just automatic output
- Start with one extra language and expand carefully
Common questions
Does hreflang improve my ranking?
It helps show the right version to the right user. It is not a direct ranking boost.
Can I use automatic translation?
It can help with drafts, but have important pages reviewed by a native speaker.
Should I use country domains or folders?
Folders on one domain are simpler to manage for most businesses, while country domains suit larger operations.
Keep reading
- Selling to Europe From India: Website Essentials
- SEO for a New Website: What to Do in the First 90 Days
Where we help
- International clients
- A bilingual hotel website
- Get a free review of your website
- Areas we serve: Dombivli, Thane, Mumbai and more
- Free hreflang tag generator
Selling to Customers Abroad?
Planning a site in more than one language? We can structure it properly from the start. Tell us your markets and we will plan the right structure and content.
