Expanding your website for international audiences or multi-regional targeting is a powerful growth strategy. However, one significant technical SEO hurdle often stands in the way: managing duplicate content and targeting the right audience. This is where the hreflang attribute comes in, providing an effective solution—but only when implemented correctly. Here’s a step-by-step breakdown of common hreflang issues and how to resolve them.
Problem 1: Duplicate Content Across Languages and Regions
When you offer the same content in multiple languages or target different regions, search engines can struggle to understand which version to show to users. This can lead to duplicate content issues and the wrong version showing up in search results.
Solution:
Use the hreflang attribute to specify language and regional targeting for each page version. Adding hreflang signals helps Google understand which page to show to a specific audience. This improves user experience by displaying relevant language and regional content.
Implementation Example:
<link rel=”alternate” hreflang=”en” href=”https://example.com/en/” />
<link rel=”alternate” hreflang=”es” href=”https://example.com/es/” />
<link rel=”alternate” hreflang=”fr” href=”https://example.com/fr/” />
Problem 2: Misinterpreting Language Codes and Regional Codes
A common mistake with hreflang tags is using incorrect or unsupported language and country codes, which can make these tags ineffective.
Solution:
Use ISO 639-1 language codes (e.g., en for English, es for Spanish) and ISO 3166-1 Alpha 2 country codes (e.g., US for the United States, CA for Canada). Ensure each code corresponds correctly to the language and country you’re targeting.
Implementation Example:
For English users in the US and UK:
<link rel=”alternate” hreflang=”en-us” href=”https://example.com/us/” />
<link rel=”alternate” hreflang=”en-gb” href=”https://example.com/uk/” />
Problem 3: Incorrectly Configuring x-default
When targeting multiple languages and regions, you may also have a “default” version of the page for users whose language or region you haven’t specifically targeted. However, many websites neglect to set an x-default value, causing issues with international targeting.
Solution:
The x-default tag serves as a fallback option when there is no language-specific or region-specific match. Use it to designate a general version of your page that can be displayed to any un-targeted users.
Implementation Example:
<link rel=”alternate” hreflang=”x-default” href=”https://example.com/” />
Problem 4: Forgetting Bidirectional Tagging
Implementing hreflang requires reciprocal linking (each page must link back to other versions). If you only implement hreflang in one direction, search engines may not recognize the connections between pages, impacting your international SEO performance.
Solution:
Ensure that each language or region-specific page links to all other language and regional versions, including itself. This bidirectional approach ensures that Google can accurately map each version.
Implementation Example: On the Spanish page (/es):
<link rel=”alternate” hreflang=”en” href=”https://example.com/en/” />
<link rel=”alternate” hreflang=”es” href=”https://example.com/es/” />
Repeat this structure on every language-specific page.
Problem 5: Using hreflang Tags in Sitemaps vs. HTML
For large websites, adding hreflang tags directly to HTML can become unmanageable. Additionally, duplicate tags or misconfigurations are easy to miss with HTML-based implementations.
Solution:
Include hreflang in your XML sitemap instead of adding it to each HTML file. This centralized approach makes managing multiple pages simpler and minimizes the risk of errors.
Implementation Example:
<url>
<loc>https://example.com/en/</loc>
<xhtml:link rel=”alternate” hreflang=”en” href=”https://example.com/en/” />
<xhtml:link rel=”alternate” hreflang=”es” href=”https://example.com/es/” />
</url>
Problem 6: Overlooking Mobile Site Implementation
If your site has separate mobile URLs, each mobile page must also be marked with the hreflang attribute. Neglecting to add hreflang on mobile can lead to search engines displaying incorrect language or regional versions to mobile users.
Solution:
Ensure both desktop and mobile versions of each page are correctly tagged. If you use dynamic serving, make sure hreflang is applied to the primary URL with content that adapts based on the user’s device.
Implementation Example:
On a mobile-specific URL for English in the US:
<link rel=”alternate” hreflang=”en-us” href=”https://m.example.com/us/” />
Problem 7: Incorrect Canonical and hreflang Relationship
Misaligning canonical tags and hreflang attributes can cause conflicting signals to search engines. For instance, marking a non-canonical URL with hreflang will make it unclear which page to prioritize in search results.
Solution:
Ensure that canonical tags and hreflang attributes are consistent. The canonical URL of each language or region version should link to itself, not to another language version.
Implementation Example:
On the English page:
<link rel=”canonical” href=”https://example.com/en/” />
<link rel=”alternate” hreflang=”en” href=”https://example.com/en/” />
Problem 8: Tracking and Monitoring Performance
One often overlooked aspect of implementing hreflang is tracking its effectiveness. Without analytics, it’s difficult to determine whether your international targeting strategy is working.
Solution:
Use Google Search Console to monitor how each version is performing in its respective regions. This data helps you optimize targeting and resolve any ongoing hreflang issues.
Steps to Take:
- In Google Search Console: Check the “International Targeting” section for hreflang errors.
- In Analytics: Analyze traffic by region to confirm that users from specific regions are visiting the appropriate language version.
Conclusion
Implementing hreflang correctly can significantly boost your site’s performance in different languages and regions, ensuring users see content tailored to their preferences. By addressing each of these common issues with hreflang, you can avoid common pitfalls and optimize your site for global success.
Implement these strategies step-by-step, monitor results, and you’ll see improved engagement, reduced bounce rates, and a stronger international SEO performance.
