Introduction to Hreflang and International SEO
A recent conversation between SEO expert Neil McCarthy and Google Search Advocate John Mueller shed light on how Google treats hreflang tags. This discussion highlights the importance of understanding how Google handles international SEO and the role of hreflang in it.
What Happened with French-Belgian Pages
McCarthy noticed that pages intended for Belgian French users (fr-be) were appearing in search results in France. He shared a screenshot from Google, which stated that the result contains the search terms, is in French, and seems coherent with the search, even if it usually appears in searches outside of France. McCarthy questioned whether Google was ignoring his hreflang instructions.
Google’s Stance on Hreflang
Mueller responded by explaining that hreflang doesn’t guarantee indexing, and if variations of a page are the same (e.g., fr-fr, fr-be), it’s common for one to be chosen as canonical. He further clarified that in cases where the language is the same, Google’s systems try to simplify things for sites, often swapping out the URL but reporting on the canonical URL.
Key Points to Understand
Hreflang as a Suggestion
Google uses hreflang as a hint for which regional URL to display, not as a command. It doesn’t require each version to be indexed or shown separately.
Canonical Tags and Their Impact
When two pages are nearly identical, Google may select one as the canonical URL, which then receives all the indexing and reporting.
Simplification for Same Language Cases
If two pages share the same language, Google may group them, potentially leading to consolidated metrics under one canonical version, even if hreflang presents the correct variant to users.
Implications for International SEO Teams
To effectively manage international SEO, teams should add unique elements to each regional page to prevent Google from grouping them under one canonical URL. They should also verify which URL is shown as canonical in Google Search Console and not assume hreflang tags alone will generate separate performance data. Using VPNs or location-based testing tools to ensure the correct pages are displayed for the intended audience is also crucial.
Next Steps for Marketers
International SEO can be complex, but clear strategies can help. Marketers should:
- Audit Their Hreflang Setup: Check tag syntax, XML sitemaps, and HTTP header configurations.
- Review Page Similarity: Ensure each language-region version serves a unique user need.
- Monitor Continuously: Set up alerts for unexpected traffic patterns or drops in regional performance.
Conclusion
Understanding the limitations of hreflang and Google’s approach to canonical tags is essential for effective international SEO strategies. By recognizing that hreflang is a hint rather than a command and taking steps to ensure unique content for each regional page, SEO teams can set realistic goals and fine-tune their international campaigns. Regular testing, precise localization, and vigilant monitoring are key to keeping regional SEO efforts on track.