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International SEO

Optimize for multiple languages and regions.

When You Need International SEO

International SEO is necessary when your website targets users in different countries or languages. The goal is to help search engines serve the right version of your content to the right users.

  • Multi-language: Same country, different languages (e.g., Canada with English and French)
  • Multi-region: Same language, different countries (e.g., English in US, UK, Australia)
  • Multi-language and multi-region: Both variations (e.g., global e-commerce)

URL Structure Options

ccTLDs (Country Code Top-Level Domains)

Separate domains for each country: example.de, example.fr, example.co.uk

  • Pros: Clear geo-targeting signal, localized branding
  • Cons: Most expensive, each domain builds authority separately
  • Best for: Large enterprises with strong local presence

Subdirectories

Language/region folders: example.com/de/, example.com/fr/

  • Pros: Single domain authority, easy to manage, cost-effective
  • Cons: Weaker geo-targeting signal than ccTLDs
  • Best for: Most businesses, recommended approach

Subdomains

Language/region subdomains: de.example.com, fr.example.com

  • Pros: Easy server configuration, can host separately
  • Cons: May be treated as separate sites, authority fragmentation
  • Best for: When technical requirements demand separate hosting

Hreflang Tags

Hreflang tags tell search engines which language and/or region a page targets. They're essential for preventing duplicate content issues across language versions.

Hreflang Syntax

<!-- English for US -->
<link rel="alternate" hreflang="en-us" href="https://example.com/en-us/page" />

<!-- English for UK -->
<link rel="alternate" hreflang="en-gb" href="https://example.com/en-gb/page" />

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

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

Hreflang Best Practices

  • Self-referencing: Each page must include hreflang pointing to itself
  • Bidirectional: If A links to B, B must link back to A
  • Absolute URLs: Always use full URLs, not relative
  • x-default: Include for your fallback/default language
  • Consistent: Use the same structure across all pages

Implementation Methods

  • HTML <head>: Best for small sites
  • HTTP headers: For non-HTML files (PDFs)
  • XML sitemap: Best for large sites, easier to maintain

Content Considerations

Translation vs. Localization

Translation converts words; localization adapts content for the local market:

  • Currency and pricing
  • Date and number formats
  • Local examples and references
  • Cultural sensitivities
  • Local regulations and requirements

Avoid Auto-Translation

Machine translation has improved, but for SEO purposes, professional human translation is still recommended. Poor translations hurt user experience and rankings.

Technical Setup

Search Console Geographic Targeting

If using gTLDs (like .com), set geographic targeting in Google Search Console for each property or subdirectory.

Language Declaration

Set the HTML lang attribute correctly:

<html lang="de">    <!-- German -->
<html lang="en-GB"> <!-- British English -->
<html lang="zh-CN"> <!-- Simplified Chinese -->

Sitemaps

Create separate sitemaps for each language/region, or use a single sitemap with hreflang annotations. Submit all versions to Search Console.

Common Mistakes

  • IP-based redirects: Don't force users to specific versions based on IP
  • Missing return links: Hreflang must be bidirectional
  • Wrong language codes: Use ISO 639-1 for language, ISO 3166-1 for country
  • Blocking alternate versions: Don't noindex language versions
  • Auto-redirect without choice: Always allow users to switch languages

Checklist

  • Choose consistent URL structure
  • Implement hreflang tags correctly
  • Set HTML lang attribute
  • Configure Search Console geographic targeting
  • Create language-specific sitemaps
  • Localize content (not just translate)
  • Allow users to choose their language/region
  • Validate hreflang implementation

Audit Your International SEO

WebAudit validates hreflang implementation and identifies international SEO issues across all your language versions.

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