1.
#SMX #22A3 @aleyda#SMX #22A3 @aleyda
INTERNATIONALIZING YOUR SEO
Setting Hreflang for International SERP Success

2.
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I do SEO I Tweet I Share
@aleyda#SMX #22A3

3.
I’m Aleyda Solis
@aleyda#SMX #22A3
I Write I Speak I’m Featured

4.
#SMX #22A3 @aleyda#SMX #22A3 @aleyda
It’s time to take your search
visibility abroad….

5.
@aleyda#SMX #22A3
Targeting international search audiences
can be an important growth driver
emarketer.com

6.
@aleyda#SMX #22A3
Targeting international search audiences
can be an important growth driver
emarketer.com
Probably you
should too ;)
Some markets are
still unserved

7.
@aleyda#SMX #22A3
Like this! The US can become one
of many profitable markets to target

8.
@aleyda#SMX #22A3
It’s critical to connect with the audience through
the relevant Web presence though
Search Results for “Cape Town Holiday Rentals” in
google.co.uk: What are .co.za ccTLDs doing here?
co.uk
co.za
co.uk
co.uk
co.za
com
net

9.
@aleyda#SMX #22A3
“Car Hire Sydney” in google.co.uk full of Australian
ccTLDs and only gTLD that is UK targeted
Definitely not like this
com.au
com.au
com.au
com.au
com
Hertz is ranking with its Australian ccTLD
despite having a UK one targeting that query

10.
@aleyda#SMX #22A3
These misaligned search results will have worse
rankings, CTR and conversions
This happens with a UK ccTLD

11.
@aleyda#SMX #22A3
Check out this other example at a more granular
level comparing the same keywords performance
US positions for the UK subdirectory
are similar but with much lower CTR

12.
@aleyda#SMX #22A3
And not only with different country versions, but
also language ones, cannibalizing themselves
Searching from Google Spain

13.
@aleyda#SMX #22A3
Verify if you’re suffering from this issue!

14.
@aleyda#SMX #22A3
Hreflang can help you solve them!
https://support.google.com/webmasters/answer/189077

15.
@aleyda#SMX #22A3
The goal is to specify each of your URLs
language & alternatively country targeting
brand.com
brand.co.uk
brand.com/es/
English for the US
Default
Spanish for the US
English for the UK

16.
@aleyda#SMX #22A3
Hreflang should use ISO 639-1 values
for languages and ISO 3166-1 for countries

17.
@aleyda#SMX #22A3
Requiring always a language to be specified
and alternatively a country, no continent support
<link rel="alternate" hreflang=“en" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/“ />
English
English in the US
OR

18.
@aleyda#SMX #22A3
English for the US
Default
Spanish for the US
English for the UK
<link rel="alternate" hreflang="x-default" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/“ />
<link rel="alternate" hreflang="x-default" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/“ />
<link rel="alternate" hreflang="x-default" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/“ />
Mapping each URL to their alternate
languages or countries versions
brand.com
brand.co.uk
brand.com/es/

19.
@aleyda#SMX #22A3
For every page on the sites
English for the US
Default
Spanish for the US
English for the UK
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/

20.
@aleyda#SMX #22A3
Without changing the logic of canonical tags
English for the US
Default
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/

21.
@aleyda#SMX #22A3
Because of this!
English for the US
Default
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ />
<link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ />
<link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/

22.
@aleyda#SMX #22A3
You can include them in the HTMLs head,
HTTP headers & XML Sitemaps

23.
@aleyda#SMX #22A3
Depending on the site characteristics,
it might be better to use one or the other
Add them in HTML in
sites with lower
number of versions &
coding flexibility
Add them in XML
Sitemaps in non-
flexible sites with a high
number of versions

24.
@aleyda#SMX #22A3
… or avoid completely
Only if you want to
invest a lot of time
validating the HTTP
headers

25.
@aleyda#SMX #22A3#SMX #22A3 @aleyda
A (yummy) piece of cake?

26.
@aleyda#SMX #22A3
BEWARETHE ROAD CAN BE TRICKY…
@aleyda#SMX #22A3

27.
@aleyda#SMX #22A3#SMX #22A3 @aleyda
Start by making sure that the hreflang annotations
are accesible and recognized in the code
http://searchengineland.com/case-study-javascript-
blocking-googles-view-hreflang-259312
https://www.seroundtable.com/google-head-
section-break-hreflang-unrecognizable-22340.html

28.
@aleyda#SMX #22A3#SMX #22A3 @aleyda
Non-existing hreflang values

29.
@aleyda#SMX #22A3
Like using “en-UK” instead of “en-GB”
for pages in English targeted to the UK

30.
@aleyda#SMX #22A3
Including a country without a language,
which is mandatory to add
hreflang="pt-br"
hreflang="en-ca"
Not supported
hreflang="es-mx"
hreflang="en-us"

31.
@aleyda#SMX #22A3
hreflang=“fr-ca”
Using underscores instead of dashes or
switching the language & countries values order

32.
@aleyda#SMX #22A3#SMX #22A3 @aleyda
Mistakes with the URLs
added in the hreflangs

33.
@aleyda#SMX #22A3
Not including the correct URLs in the hreflang
annotation
Better use absolute URLs and make
sure to add the right one for the
specified language-country

34.
@aleyda#SMX #22A3
Forgetting to self-refer by specifying
the current URL in the hreflangs

35.
@aleyda#SMX #22A3
Not referring back at all from one language or
country version to another

36.
@aleyda#SMX #22A3
Adding non-indexable, canonicalized, error,
redirected or blocked URLs in hreflangs

37.
@aleyda#SMX #22A3
It’s critical to avoid this!

38.
@aleyda#SMX #22A3#SMX #22A3 @aleyda
Non-relevant hreflang values
for the target market

39.
@aleyda#SMX #22A3
Specifying unnecessary country codes
for language targeted pages

40.
@aleyda#SMX #22A3
Or adding a language or country value to a
URL that is in another one
Better use absolute URLs and make
sure to add the right one for the
specified language-country

41.
@aleyda#SMX #22A3
Trying to “override” a ccTLD country targeting
by specifying another one in hreflangs

42.
@aleyda#SMX #22A3
Hreflang won’t change the geolocation of a ccTLD
or of geotargeted sub-directories or subdomains

43.
@aleyda#SMX #22A3
Ugh! So many different types of hreflang errors :/
Incorrect hreflang country
or language Values
Mistaken, non-indexable or
non-existing URLs
Non-relevant target market
values
Not including the hreflang
tags to every version to
point back

44.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
STOP

45.
@aleyda#SMX #22A3
Let’s use the hreflang kit to
avoid & spot these issues
@aleyda#SMX #22A3

46.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
For the Generation
HREFLANG Tags Generation
1

47.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
Obtain the right hreflang tag pattern to use in
your HTMLs with the Hreflang Generator Tool
bit.ly/generatorhreflang

48.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
Like this! Ready to update every page URL

49.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
Do you Prefer to use an XML sitemap? Include
your hreflang in them with the hrefbuilder
hrefbuilder.com

50.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
It allows to import URLs from many sources,
specify its international structure & edit values

51.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
As well as to validate them before their
generation

52.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
For the Validation
HREFLANG Tags Validation
2

53.
@aleyda#SMX #22A3
There are page specific hreflang validators but
these are painful to use with big sites
https://technicalseo.com/seo-tools/hreflang/

54.
@aleyda#SMX #22A3
These Enterprise-level SEO Crawlers spot issues at
a larger scale, whether in HTMLs or XML sitemaps

55.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
Botify has an “internationalization” section
directly segmenting each major hreflang error type
botify.com

56.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
And you can generate any report directly by
combining them…

57.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
Like this one with URLs pointing to not compliant
(not found, non-indexable, etc.) alternates

58.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
OnPage.org has a multilingual settings report
showing URLs mapping to a translated version
onpage.org
Shows each language and country
version pointing out and in for each URL

59.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
Allowing to specifically verify the alternate
URLs pointed from each page

60.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
As well as segmenting the URLs per country &
Language, and the type of issues they have

61.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
Deepcrawl lists URLs with hreflangs & alternate
versions, specifying where they have been found
deepcrawl.com

62.
@aleyda#SMX #22A3 @aleyda#SMX #22A3
Allowing to generate reports of those URLs
with errors too

63.
@aleyda#SMX #22A3
Adding non-original URLs, such as redirected or
canonicalized ones in hreflang annotations
@aleyda#SMX #22A3
For the On-going Monitoring
HREFLANG Tags Monitoring
3

64.
@aleyda#SMX #22A3
It’s a must to check for any change or issue with
the Search Console International Targeting report
If you have multiple sitemaps you don’t know in which one these
issues are, but you can identify their location with the crawlers

65.
@aleyda#SMX #22A3
It directly specifies the type of identified error
and the number of pages affected

66.
@aleyda#SMX #22A3
As well as the URLs where these issues
have been found, that you can export in CSV

67.
@aleyda#SMX #22A3
If you follow these principles, generation &
validation steps, this should be your hreflang status

68.
@aleyda#SMX #22A3
And your organic search visibility & traffic
growth in international markets

69.
@aleyda#SMX #22A3
It’s time to grow abroad
@aleyda#SMX #22A3

70.
@aleyda#SMX #22A3
Thanks!
@aleyda#SMX #22A3