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Hreflang

Hreflang is a technical indicator that tells search engines which language—and, if applicable, which region—a particular page is intended for.

What does hreflang mean?

Hreflang is a technical specification in the source code that identifies language or regional versions of a page so that search engines can display the appropriate version.

If a company operates its website in multiple languages and in different countries, there is often a version of the same page for each language: German for Germany, German for Austria, or English for international visitors.

The hreflang tag links these pages together and specifies which language or region each version is intended for. This enables search engines to more accurately display the appropriate language or country version to searchers.

Where did hreflang originate?

Google introduced support for hreflang in 2011 to better organize language and regional versions of international websites. With the increasing internationalization of businesses and the globalization of the internet, the hreflang tag has become an integral part of many multilingual websites.

Why is Hreflang important?

Companies that operate across national borders can use hreflang information to help ensure that their visitors are presented with the appropriate country version right in the search results.

For example, if a Swiss visitor is shown the German version with incorrect prices, or a French visitor is shown the Spanish version, this can quickly lead to confusion and a bounce. Hreflang increases the likelihood that the version intended for the user’s language and region will appear in the search results. Additionally, for country versions in the same language, Hreflang helps Google more clearly identify the respective variants and display them specifically for the appropriate regions.

Benefits

  • Hreflang helps search engines show visitors the page that’s appropriate for their language and region.
  • It helps clearly distinguish between country versions in the same language and display them for the respective regions.

Challenges

Correct implementation of the hreflang tag is considered one of the most error-prone tasks in SEO. All versions must link to one another correctly, and even the slightest inaccuracies in language or country codes can render the information ineffective. Especially when dealing with many pages and languages, the complexity quickly becomes overwhelming for people without specialized knowledge. And as is often the case, this technical specification is merely a suggestion for Google—not a guarantee. If there are conflicting signals, the search engine may decide otherwise.

Example

A manufacturer sells its products in the DACH region. It has separate German-language pages for Germany, Austria, and Switzerland, each with different prices and shipping terms. An analysis reveals a high bounce rate because Swiss visitors land on the German page and see the wrong currency displayed there.

Now, the manufacturer properly implements the hreflang tags so that Google can correctly assign the German pages to the respective countries. As a result, Swiss users are more likely to see the Swiss version with the correct currency in the search results. At the same time, Google can better distinguish between the three versions in the same language and display them specifically for the respective regions.

Related terms

Canonical Tag The canonical tag tells search engines which version to prioritize when there are multiple identical or similar pages. Indexing Indexing is the process of adding a website or a newly created page to a search engine’s directory. Geotargeting Geotargeting refers to the delivery of advertisements or content to users within a specific geographic area. Duplicate Content Duplicate content refers to (nearly) identical content that is accessible at different URLs.