Hreflang tags: everything you need to know to start implementing them

•

1 like•1,871 views

The takeaway: 1. Why/What/How of hreflang 2. Some examples of practical application 3. Canonical VS hreflang 4. Common hreflang mistakes 5. Is hreflang a ranking factor?

Marketing

Hreflang tags: everything
you need to know to
start implementing them
Sara Moccad-Sayegh | Liip
SLIDESHARE.NET/SaraMoccandSayegh
@moccandsayegh

Let me introduce myself
– I work at Liip, a web & mobile
development agency
– #SEOnerdSwitzerland
Meetup co-founder
@moccandsayegh #brightonseo

@moccandsayegh #brightonseo
Why/What/how
01
Canonical
02
Mistakes
03
Ranking
04
Agenda

…Switzerland (CH)
@moccandsayegh #brightonseo

What you want to achieve
by using hreﬂang
@moccandsayegh #brightonseo
You want users to be served with
the correct language version of
the page.

E.g. of hreﬂang results for a
FR & GE speaker in CH
@moccandsayegh #brightonseo

E.g. of hreﬂang results for a FR
& EN speaker in CH & USA
@moccandsayegh #brightonseo

@moccandsayegh #brightonseo
Hreﬂang is a technical
solution used to tell search
engines which
language/country your
webpage is targeting.

How to implement hreﬂang
@moccandsayegh #brightonseo
HTML attribute
HTTP Header
XML attribute inside Sitemap

How it looks in code
@moccandsayegh #brightonseo

Hints VS directives
@moccandsayegh #brightonseo
hreﬂang is a hint not a directive.
As a result, search engines do
not always respect hreﬂang.

What you need to
know before
starting
implementation

15
Do all search
engines use
hreﬂang signals?

@moccandsayegh #brightonseo
Google & Yandex YES
Bing YES/NO
Baidu ?
16

1. Each language version must
Self-referencing
@moccandsayegh #brightonseo
US page hreﬂang="en-US"

2. Use absolute URLs
@moccandsayegh #brightonseo
Absolute https://www.eg.com/xy
Relative /xy

3. Bidirectional links
@moccandsayegh #brightonseo
Swiss DE page hreﬂang="en-US"
US page hreﬂang="de-CH"

@moccandsayegh #brightonseo
Country Code
Switzerland CH
Germany DE
France FR
United States of
America
US

1. A country with multiple
languages
@moccandsayegh #brightonseo
Country CH
Lang. German French Italian Reto.

2. Several countries with
the same language
@moccandsayegh #brightonseo
Lang. German
Countries CH DE AT

3. Content translated for several
countries
@moccandsayegh #brightonseo
Lang. German French English
Countries DE FR US

Hreﬂang e.g. 5 versions of the
same page
@moccandsayegh #brightonseo
Languages DE DE FR FR EN
Countries DE CH CH FR All

The code for German speakers
in Germany
@moccandsayegh #brightonseo
<head>
<title>Example</title>
<link rel="alternate" hreﬂang="de-DE" href="https://de.example.com/page.html" />
<link rel="alternate" hreﬂang="de-CH"href="https://ch-de.example.com/page.html"/>
<link rel="alternate" hreﬂang="fr-CH" href="https://ch-fr.example.com/page.html" />
<link rel="alternate" hreﬂang="fr-FR" href="https://fr.example.com/page.html" />
<link rel="alternate" hreﬂang="en" href="https://en.example.com/page.html" />
<link rel="alternate" hreﬂang="x-default" href="https://en.www.example.com/" />
</head>

What is the x-default
@moccandsayegh #brightonseo
The x-default tag is the fallback page
for unmatched language/country.
If we take the previous e.g. there is no
page in Spanish, so the fallback
would be the English page.

X-default in the code
@moccandsayegh #brightonseo

1. Different assortment
between stores E.g. UKand
DE
@moccandsayegh #brightonseo

2. Difficulty in maintaining a
"consistent" URL key
@moccandsayegh #brightonseo

@moccandsayegh #brightonseo
Applied hreﬂang on
domains that share the
same language

Example of Ralph Lauren
sneakers for the CH page
@moccandsayegh #brightonseo
Belgium hreﬂang="fr-BE"
Switzerland hreﬂang="fr-CH"
France hreﬂang="fr-FR"

The difference between
canonical & hreﬂang
- The canonical tag is used to deﬁne the master
copy of a page
- Hreﬂang tags are used to inform search
engines of the correct language version.
@moccandsayegh #brightonseo | April 2022

How the DE page code looks like
Canonical <link rel="canonical"
href="de.URL” />
Hreﬂang <link rel="alternate"
hreﬂang="de-DE"
href="de.URL" />

1. Self-referencing hreﬂang
@moccandsayegh #brightonseo | April 2022
Not adding the self-referencing hreﬂang.
If we take the above example, the
self-reference for the German page is the
German hreﬂang.

2. Missing reciprocal hreﬂang
@moccandsayegh #brightonseo
Missing reciprocal hreﬂang. For instance,
the de-DE page should also be on
the de-CH, fr-CH, fr-FR, EN versions.

Google’s answer
@moccandsayegh #brightonseo
“You will NOT receive a ranking beneﬁt
per se, at least not in the internal sense of
the term. What you will receive is more
targeted traffic.”

Why hreﬂang is important
@moccandsayegh #brightonseo
You will serve the right content to
the right user

Thank you
@moccandsayegh
/moccandsayeghsara/

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Hreflang tags: everything you need to know to start implementing them

1. Hreflang tags: everything you need to know to start implementing them Sara Moccad-Sayegh | Liip SLIDESHARE.NET/SaraMoccandSayegh @moccandsayegh

2. Let me introduce myself – I work at Liip, a web & mobile development agency – #SEOnerdSwitzerland Meetup co-founder @moccandsayegh #brightonseo

3. @moccandsayegh #brightonseo Why/What/how 01 Canonical 02 Mistakes 03 Ranking 04 Agenda

4. Why is hreﬂang important

5. …Switzerland (CH) @moccandsayegh #brightonseo

6. What you want to achieve by using hreﬂang @moccandsayegh #brightonseo You want users to be served with the correct language version of the page.

7. E.g. of hreﬂang results for a FR & GE speaker in CH @moccandsayegh #brightonseo

8. E.g. of hreﬂang results for a FR & EN speaker in CH & USA @moccandsayegh #brightonseo

9. What is hreﬂang?

10. @moccandsayegh #brightonseo Hreﬂang is a technical solution used to tell search engines which language/country your webpage is targeting.

11. How to implement hreﬂang @moccandsayegh #brightonseo HTML attribute HTTP Header XML attribute inside Sitemap

12. How it looks in code @moccandsayegh #brightonseo

13. Hints VS directives @moccandsayegh #brightonseo hreﬂang is a hint not a directive. As a result, search engines do not always respect hreﬂang.

14. What you need to know before starting implementation

15. 15 Do all search engines use hreﬂang signals?

16. @moccandsayegh #brightonseo Google & Yandex YES Bing YES/NO Baidu ? 16

17. 17 3 important hreﬂang rules

18. 1. Each language version must Self-referencing @moccandsayegh #brightonseo US page hreﬂang="en-US"

19. 2. Use absolute URLs @moccandsayegh #brightonseo Absolute https://www.eg.com/xy Relative /xy

20. 3. Bidirectional links @moccandsayegh #brightonseo Swiss DE page hreﬂang="en-US" US page hreﬂang="de-CH"

21. hreﬂang setup

22. 22 ISO Country codes

23. @moccandsayegh #brightonseo Country Code Switzerland CH Germany DE France FR United States of America US

24. 24 When to use hreﬂang

25. 1. A country with multiple languages @moccandsayegh #brightonseo Country CH Lang. German French Italian Reto.

26. 2. Several countries with the same language @moccandsayegh #brightonseo Lang. German Countries CH DE AT

27. 3. Content translated for several countries @moccandsayegh #brightonseo Lang. German French English Countries DE FR US

28. 28 Theoretical example

29. Hreﬂang e.g. 5 versions of the same page @moccandsayegh #brightonseo Languages DE DE FR FR EN Countries DE CH CH FR All

30. The code for German speakers in Germany @moccandsayegh #brightonseo <head> <title>Example</title> <link rel="alternate" hreflang="de-DE" href="https://de.example.com/page.html" /> <link rel="alternate" hreflang="de-CH"href="https://ch-de.example.com/page.html"/> <link rel="alternate" hreflang="fr-CH" href="https://ch-fr.example.com/page.html" /> <link rel="alternate" hreflang="fr-FR" href="https://fr.example.com/page.html" /> <link rel="alternate" hreflang="en" href="https://en.example.com/page.html" /> <link rel="alternate" hreflang="x-default" href="https://en.www.example.com/" /> </head>

31. What is the x-default @moccandsayegh #brightonseo The x-default tag is the fallback page for unmatched language/country. If we take the previous e.g. there is no page in Spanish, so the fallback would be the English page.

32. X-default in the code @moccandsayegh #brightonseo

33. How Zalando does it

34. 34 Problems

35. 1. Different assortment between stores E.g. UKand DE @moccandsayegh #brightonseo

36. 2. Difficulty in maintaining a "consistent" URL key @moccandsayegh #brightonseo

37. 37 Solution

38. @moccandsayegh #brightonseo Applied hreﬂang on domains that share the same language

39. Example of Ralph Lauren sneakers for the CH page @moccandsayegh #brightonseo Belgium hreflang="fr-BE" Switzerland hreflang="fr-CH" France hreflang="fr-FR"

40. Canonical vs hreﬂang

41. The difference between canonical & hreflang - The canonical tag is used to define the master copy of a page - Hreflang tags are used to inform search engines of the correct language version. @moccandsayegh #brightonseo | April 2022

42. How the DE page code looks like Canonical <link rel="canonical" href="de.URL” /> Hreﬂang <link rel="alternate" hreﬂang="de-DE" href="de.URL" />

43. The two most common mistakes

44. 1. Self-referencing hreflang @moccandsayegh #brightonseo | April 2022 Not adding the self-referencing hreflang. If we take the above example, the self-reference for the German page is the German hreflang.

45. 2. Missing reciprocal hreﬂang @moccandsayegh #brightonseo Missing reciprocal hreﬂang. For instance, the de-DE page should also be on the de-CH, fr-CH, fr-FR, EN versions.

46. Does hreﬂang impact ranking?

47. Google’s answer @moccandsayegh #brightonseo “You will NOT receive a ranking beneﬁt per se, at least not in the internal sense of the term. What you will receive is more targeted traffic.”

48. Why hreﬂang is important @moccandsayegh #brightonseo You will serve the right content to the right user

49. Thank you @moccandsayegh /moccandsayeghsara/

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