Search engines aim to serve the right page to the right user. But if your site operates across multiple countries and languages, there’s a risk users will land on the wrong version of your content. That’s where hreflang tags come in.
While it may seem purely technical, it serves as a bridge between your international SEO strategy and user experience. Done correctly, hreflang ensures that a user in Spain sees your Spanish version, while a user in the UK sees your English (UK) version, even if both pages share similar content.
What Are Hreflang Tags and Why Do They Matter in SEO?
Hreflang tags are HTML attributes that tell search engines which language and regional version of a webpage to serve. They prevent search engines from confusing your translated or localized content with duplicate pages.
For example, if your ecommerce store has a U.S. English version and a v UK English version, hreflang tells Google which page to show depending on the user’s location. Without hreflang, users might see pricing in the wrong currency, or even content that doesn’t apply to them. That’s why reviewing hreflang setup is a key step in any Technical SEO Audit, especially for sites targeting multiple countries and languages.
How does hreflang differ from canonical tags?
Canonical tags consolidate duplicate pages into one authoritative version. Hreflang, on the other hand, doesn’t merge signals it distinguishes versions by language or location.
- Canonical example: You have the same blog post published on two different URLs. You pick one canonical page.
- Hreflang example: You have the same product page in French, German, and English. Each gets its own hreflang to match users with the right version.
What problems does hreflang solve for international websites?
- Duplicate content: Multiple language pages won’t compete with each other.
- Wrong audience targeting: Prevents Spanish-speaking users from landing on the English version.
- Reduced bounce rate: By serving the correct page, users stay longer and engage more.
When should you not use hreflang tags?
- Single-language sites with no regional variations
- Automatically translated pages (thin or low-quality content)
- Pages with no localized differences (e.g., same English page shown worldwide)
How Do Hreflang Tags Work in Google Search?
When Google crawls a site with hreflang, it recognizes relationships between pages in different languages or regions. Instead of treating them as duplicates, it indexes them as equivalents tailored for different audiences.
Does Google treat hreflang as a ranking factor?
No. Hreflang is not a ranking factor. It won’t push your site higher on Google. What it does is improve targeting so your existing rankings are more relevant to the audience that matters.
How does hreflang interact with duplicate content?
Without hreflang, a French and English version of the same page may look like duplicate content. Hreflang clarifies the purpose of each, preventing loss of SEO signals.
What happens if hreflang is missing or incorrect?
- Google may index the wrong version.
- Your UK users may end up on the U.S. version.
- Pages with errors may be ignored entirely in hreflang mapping.
How Can You Implement Hreflang Tags Correctly?
Correct implementation is crucial because even small errors can break hreflang signals.
What are the three main methods of implementing hreflang?
HTML link tag in the head
The most common method. Example:
<link rel=”alternate” hreflang=”en-gb” href=”https://example.com/uk/” />
<link rel=”alternate” hreflang=”en-us” href=”https://example.com/us/” />
HTTP header method
Ideal for non-HTML resources (e.g., PDFs). The server sends hreflang in the response header.
XML sitemap annotations
Scales well for large websites. Instead of adding tags in the head, hreflang relationships are managed directly in your sitemap.
How should you use self-referencing hreflang tags?
Each page must also point to itself using hreflang. This tells Google that the page is the default for its own language/region.
When do you need the x-default hreflang attribute?
Use x-default when a page doesn’t target any specific country/language, like a global homepage or a language selector page.
What Is the Step-by-Step Checklist for Adding Hreflang?
Here’s a simplified checklist:
- Identify all language and regional variations of your pages.
- Assign the correct ISO language and region codes.
- Decide whether to use HTML, HTTP headers, or XML sitemap for implementation.
- Add self-referencing hreflang to each page.
- Validate with a crawler or Google Search Console.
Which ISO language and region codes are supported?
- Language code (ISO 639-1): en (English), fr (French), es (Spanish)
- Region code (ISO 3166-1 Alpha 2): US, GB, FR, ES
Example: en-gb (English for the UK), en-us (English for the U.S.).
How to avoid conflicts between hreflang and canonical tags?
- Canonical tags must remain consistent with hreflang references.
- Never canonicalize all localized versions to one page.
- Instead, canonical each page to itself and connect them through hreflang.
What’s the best way to structure hreflang for ecommerce sites?
- Point each product page to equivalents in other markets.
- Ensure local prices, currencies, and shipping terms align with user regions.
- Avoid broken links caused by discontinued products.
How Do You Audit and Test Hreflang Tags?
Regular audits catch mistakes that cost visibility.
Which tools can help audit hreflang (Screaming Frog, GSC, etc.)?
- Screaming Frog: crawls your site and highlights hreflang errors
- Google Search Console: International Targeting report
- Sitebulb or Ahrefs: for advanced analysis
How do you check hreflang annotations in Google Search Console?
Go to Legacy Tools → International Targeting. It shows missing return tags, invalid codes, and pages that failed validation.
What errors should you look for during an hreflang audit?
Missing self-references
Every page must include itself in hreflang.
Invalid language/region codes
Google only accepts ISO standard codes. Custom codes won’t work.
Non-canonical conflicts
Avoid mixing hreflang with canonicals that point elsewhere.
Broken or mismatched URLs
Make sure hreflang references point to live, working pages.
What Are the Most Common Hreflang Mistakes to Avoid?
- Forgetting self-referencing tags
- Using country codes without language codes
- Mixing up en-uk (wrong) with en-gb (correct)
- Pointing hreflang to non-canonical pages
- Linking to URLs that no longer exist
How Should You Use Hreflang Tags for Ecommerce and Blogs?
- Ecommerce: Apply hreflang on product, category, and checkout pages to align with currencies and shipping options. To create unique, compelling descriptions for each international version of a product, a Product Description Generator can be very useful.
- Blogs: Add hreflang to localized versions of posts. Without it, Google may consider translations duplicate content.
- Dynamic content: Automate hreflang for large CMS-driven sites to avoid human error.
How Do Hreflang Tags Impact User Experience and CTR?
When users land on the correct page for their region and language:
- Bounce rates go down.
- Conversion rates improve (users see the right pricing/shipping).
- CTR improves because meta titles and descriptions are localized.
What Are the Latest Google Updates About Hreflang?
- Google confirms hreflang is not a ranking factor but is crucial for relevance.
- John Mueller repeatedly stresses correct implementation with canonicals.
- As of 2025, XML sitemaps remain the most scalable method for enterprise sites.
How Do You Troubleshoot Hreflang Issues Effectively?
- Start with Google Search Console to find basic errors.
- Cross-check with a crawler like Screaming Frog.
- Validate codes and fix broken links.
- Test sample pages in live search results to confirm correct versions appear.
What Are the Best Practices for Hreflang in 2025?
- Always use ISO-compliant codes.
- Use x-default for pages without a target language.
- Keep hreflang updated when URLs or site structure changes.
- Use bidirectional linking (A points to B, B points back to A).
- Run quarterly hreflang audits.
What is hreflang in SEO?
Hreflang is an HTML attribute that signals to Google the language and regional targeting of a webpage.
Does hreflang improve SEO?
It doesn’t boost rankings but ensures the right page is shown to the right audience, improving engagement.
Do I need hreflang for an English site?
Yes, if you target multiple English-speaking regions like the U.S., UK, or Australia.
Can hreflang be used for currencies?
Not directly, but region-specific hreflang helps show localized pages with the correct currency.
How to check if hreflang is working?
Use Google Search Console’s International Targeting report or test pages with Screaming Frog.
