Simple Guide to Hreflang Tags

Hreflang tags might sound a bit technical, but they’re really just HTML attributes that help search engines like Google figure out what language and region a webpage is meant for.

This guide will walk you through why they matter, how to set them up, best practices, common mistakes, and a few handy tools to make sure you’re using them the right way.

Why Hreflang Tags Matter for SEO

If your site’s reaching people across different countries or languages, hreflang tags are a must for international SEO. They help search engines show the right version of your site to the right people, based on their language or location. This means users get a better experience, which can lead to more time spent on your site and fewer bounces. Here’s what hreflang tags do for you:

Make Search Engines Smarter: They tell search engines like Google and Yandex how your different language versions are connected. That way, users get the right page in their language.
Boost User Experience: Imagine landing on a page that’s in a language you don’t understand—frustrating, right? Hreflang tags help avoid that, making sure users see content in their preferred language. This can lead to longer browsing times, fewer people leaving right away, and even higher conversions.
Prevent Duplicate Content: When you have the same page in different languages or regional variations, hreflang tags stop search engines from marking it as duplicate content, which is great for your SEO.

Hreflang Tag Structure and Syntax

Here’s what a typical hreflang tag looks like:

<link rel="alternate" hreflang="x" href="https://example.com/alternate-page" />

Breaking it down:

link rel="alternate": This tells search engines that the linked URL is an alternative version of the current page.
hreflang="x": Replace “x” with the appropriate language code (e.g., “en” for English) and, if needed, a region code (like “en-US” for English in the U.S.). These codes follow ISO standards.
href="https://example.com/alternate-page": This is the link to the alternate version of the page in the specified language/region.

How to Implement Hreflang Tags

There are three main ways to add hreflang tags to your site:

In the HTML: Put the hreflang tags in the <head> section of each page. This works well for smaller websites but can get overwhelming if your site has lots of pages in different languages.
In the HTTP Header: This method is used for non-HTML files like PDFs. You’ll need to configure your server to include the hreflang attributes in the HTTP header response.
In Your XML Sitemap: This is often the best way for big, multilingual websites. By adding hreflang tags to your XML sitemap, you keep everything in one place.

Hreflang Best Practices

To get the most out of your hreflang tags, follow these tips:

Always Link Back: If page A links to page B using hreflang, make sure page B links back to page A.
Self-Referencing Tags: Every page should have a self-referencing hreflang tag. This means that the page references its own language and region.
Use “x-default”: While not required, it’s a good idea to include the “x-default” tag to set a fallback page for users whose language or region doesn’t match any of your specified versions.
Check Your Codes: Always double-check that you’re using the correct ISO language and region codes.
Stick to Absolute URLs: Use full URLs (like “https://www.example.com/page“) in your hreflang tags to avoid confusion.
Canonical Tags: Be careful not to point canonical tags at different language versions. Canonicals should only be used within the same language/region variations (for example, for mobile versions of the same page).

Advanced International SEO Techniques

1. The Importance of Subtle Language Differences

One interesting finding from the whitepaper is that minor variations in language between versions (like “specialization” for the U.S. and “specialisation” for the UK) can significantly improve the effectiveness of your hreflang tags. This can reduce the chance of Google marking similar pages as duplicates, which is especially important if your website serves multiple English-speaking countries. In fact, tests have shown a 14% improvement in hreflang performance by using these small tweaks.

2. Implementing hreflang in Sitemaps vs. HTML (Pros and Cons)

The whitepaper goes into detail about the pros and cons of different hreflang implementation methods. While adding hreflang directly in the HTML is simple, it can get time-consuming for large sites. Sitemaps, on the other hand, are more scalable for larger websites, avoid adding extra weight to your pages, and are easier to maintain. If you’re working with hundreds of pages, consider managing hreflang through your XML sitemap for a cleaner solution.

3. Bidirectional Linking is Essential

It’s crucial that all hreflang references are bidirectional. This means that if Page A links to Page B using hreflang, then Page B must also link back to Page A. Without this, search engines may not properly recognize the relationship between your language versions, leading to potential SEO issues.

4. Don’t Forget the “x-default” Tag

For users whose language or region settings don’t match any of your specified versions, the x-default hreflang tag is an important fallback. The whitepaper emphasizes that this tag ensures a smoother user experience by guiding visitors to a default page that fits broader audiences. This can also help prevent users from landing on the wrong page.

Common Hreflang Mistakes

Watch out for these common pitfalls:

Missing Return Tags: Make sure each hreflang tag has a corresponding return tag on the alternate page.
Invalid Codes: Double-check the language and country codes you’re using to avoid errors.
Canonical and Hreflang Conflicts: Your canonical and hreflang tags should work together, not against each other. Hreflang tells search engines about language variations, while canonical tags specify the preferred version.
Mismatch Between Hreflang and HTML Lang: Ensure that the language declared in your hreflang tags matches the lang attribute in your HTML.
Broken Links: Regularly audit your site to make sure all hreflang links are pointing to live, working pages.

Tools for Managing Hreflang Tags

There are some great tools that can help you manage and audit your hreflang tags:

Ahrefs’ Site Audit: This tool scans your site and flags hreflang issues like missing return tags, invalid codes, and broken links.
Google Search Console: Check out the International Targeting report in Search Console to spot missing return tags or language code errors.
Hreflang Tag Generators: Tools like Aleyda Solis’s hreflang tags generator and Merkle’s hreflang tag testing tool can help generate and validate your tags. Just remember to double-check their output.
Semrush’s Site Audit: Similar to Ahrefs, Semrush’s audit can flag hreflang errors like missing self-referencing tags or broken hreflang links.
CMS Plugins: If you’re using platforms like WordPress or Shopify, there are plugins designed to make hreflang implementation much easier.

Final Word

Getting hreflang tags right is super important for any site with content in multiple languages or regions. By sticking to best practices, avoiding common mistakes, and using tools effectively, you can make sure search engines understand your site’s international setup.

Plus, hreflang tags will improve your user experience, lower bounce rates, and drive more conversions.

Are you expanding out internationally and need help with hreflang tags? Contact us for assistance with international SEO.