Multilingual SEO: hreflang and canonicals explained
Multilingual SEO: hreflang and canonical tags explained
To optimize a multilingual site, two tools are essential: hreflang tags and canonical tags. These elements help improve SEO while avoiding common errors related to duplicate content or incorrect language display.
Key points:
- Hreflang: Indicates to Google which linguistic or regional version to display for each user. Example:
hreflang="fr-CH"for French in Switzerland. - Canonical: Designates the main version of a page to avoid dilution of SEO authority among similar URLs.
- Combination of both: Each page should include a canonical tag pointing to itself and bidirectional hreflang tags to the other linguistic versions.
Why it's essential in Switzerland:
With its four official languages and local specificities, improper configuration can harm the and SEO. For example, a could see a page in German, which would be inappropriate.
Practical example:
For a Swiss multilingual page, here is a correct configuration:
<link rel="canonical" href="https://example.ch/fr/services" />
<link rel="alternate" hreflang="fr-CH" href="https://example.ch/fr/services" />
<link rel="alternate" hreflang="de-CH" href="https://example.ch/de/dienstleistungen" />
<link rel="alternate" hreflang="it-CH" href="https://example.ch/it/servizi" />
<link rel="alternate" hreflang="x-default" href="https://example.ch/fr/services" />
To maximize your multilingual SEO, rigorous and consistent configuration is essential. The agency , based in Geneva, has been offering its expertise in multilingual SEO to Swiss and international companies since 2011.
How to add, test and validate Hreflang Tags: An Hreflang Implementation Guide for Success
What are hreflang tags and why do you need them?
What is an hreflang tag?
In a multilingual context, such as in Switzerland, hreflang tags integrated into HTML code allow Google to know which linguistic or regional version of a page to display to a user. This ensures navigation tailored to the language and regional preferences.
Why are they important for Swiss sites?
In Switzerland, where multiple languages coexist, the absence of hreflang tags can lead to frustrating situations. For example, a user in Geneva could end up with the German version of a site, which can impact their experience. These tags help avoid such confusion, improve user experience, and protect your site from duplicate content issues in search engines.
What is their impact on SEO?
Without hreflang tags, Google may perceive your pages in French, German, and Italian as duplicates, even if they are just translations. These tags clearly indicate to Google that they are valid alternative versions and not duplicates, thus avoiding .
Syntax and structure of hreflang tags
How to write an hreflang tag?
The structure of an hreflang tag follows a specific pattern:
<link rel="alternate" hreflang="language-region-code" href="page-URL" />.
Language and region codes use the ISO 639-1 (language) and ISO 3166-1 (country) standards.
Where to insert these tags?
There are three options to integrate hreflang tags:
- In the
<head>section of the HTML code - In the XML sitemap file
- Through HTTP headers
Among these methods, integration in HTML is the most common.
Concrete example for a company based in Geneva:
<link rel="alternate" hreflang="fr-CH" href="https://example.ch/fr/services" />
<link rel="alternate" hreflang="de-CH" href="https://example.ch/de/dienstleistungen" />
<link rel="alternate" hreflang="it-CH" href="https://example.ch/it/servizi" />
<link rel="alternate" hreflang="x-default" href="https://example.ch/fr/services" />
The x-default tag specifies a default version for users whose language or region does not match those defined.
Language targeting vs. region targeting
When to use only the language code?
Language targeting alone (e.g., hreflang="fr") is suitable for generic content intended for a global French-speaking audience.
Why is language-region targeting essential in Switzerland?
In Switzerland, this precision is crucial to address local specificities. Take Swiss French, for example: "septante" is used instead of "soixante-dix," or "déjeuner" for the midday meal. These nuances highlight the importance of choosing fr-CH instead of simply fr.
Which approach to choose for your site?
The rule is simple: the more localized your content is (e.g., prices in CHF, Swiss references, local services), the more relevant it is to use language-region targeting to optimize your SEO and improve your relevance to users.
How canonical tags work in multilingual SEO
What is a canonical tag?
A canonical tag is an HTML element used to indicate the main version of a page when multiple URLs have similar or identical content. It appears in this form:
<link rel="canonical" href="main-URL" />
Why are canonical tags important for multilingual sites?
Sites offering content in multiple languages may be perceived by Google as having duplicate content. This can harm SEO, as Google might divide authority among multiple URLs. With a canonical tag, you can signal the main version and avoid this dilution.
How do canonical tags work with hreflang tags?
Hreflang tags indicate alternative linguistic versions of a page, while canonical tags designate a priority version. It is essential not to use canonical tags to link pages in different languages, as this can prevent Google from properly indexing each linguistic version.
Canonical tags: technical aspects
How does Google handle canonical tags and where to place them?
Google focuses SEO on the URL designated as canonical. These tags should be placed in the <head> section of each page. A best practice is to use a self-referencing canonical tag for each linguistic version:
<!-- French page (canonical version) -->
<link rel="canonical" href="https://example.ch/fr/services" />
<!-- German page (canonical version) -->
<link rel="canonical" href="https://example.ch/de/services" />
<!-- Italian page (canonical version) -->
<link rel="canonical" href="https://example.ch/it/services" />
What is self-canonicalization?
Self-canonicalization explicitly indicates that each page is its own main version. This helps Google understand which version should be indexed.
Common errors with canonical tags
To avoid , here are some common mistakes to avoid:
- Pointing all versions to a single language: For example, pointing German and Italian pages to the French version. This disables hreflang tags and prevents indexing of translated versions.
- Using contradictory canonical tags: If a French page points to the German version and the German version points back to the French version, it creates confusion for Google.
- Ignoring URL parameters: If your URLs include parameters like
?lang=fr, not including them in the canonical tag can lead to inconsistencies. - Pointing to non-existent pages: If a canonical tag points to a 404 page or incorrect redirection, Google might ignore the directive.
How to avoid these errors?
For multilingual sites in Switzerland, each linguistic version should have a self-referencing canonical tag, unless the content is strictly identical between certain languages. By following this rule, you will optimize the SEO of your multilingual pages.
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How to correctly implement hreflang and canonical tags
Implementing hreflang and canonical tags correctly requires special attention to avoid indexing conflicts and ensure good SEO for your multilingual pages.
Google guidelines for combined usage
Google provides clear recommendations for effectively combining these two types of tags. Each linguistic version should have a canonical tag pointing to itself, while including bidirectional hreflang tags to the other linguistic versions.
Let's take an example for a multilingual Swiss site:
<!-- French page -->
<link rel="canonical" href="https://example.ch/fr/products" />
<link rel="alternate" hreflang="fr-CH" href="https://example.ch/fr/products" />
<link rel="alternate" hreflang="de-CH" href="https://example.ch/de/products" />
<link rel="alternate" hreflang="it-CH" href="https://example.ch/it/products" />
<link rel="alternate" hreflang="x-default" href="https://example.ch/fr/products" />
<!-- German page -->
<link rel="canonical" href="https://example.ch/de/products" />
<link rel="alternate" hreflang="fr-CH" href="https://example.ch/fr/products" />
<link rel="alternate" hreflang="de-CH" href="https://example.ch/de/products" />
<link rel="alternate" hreflang="it-CH" href="https://example.ch/it/products" />
<link rel="alternate" hreflang="x-default" href="https://example.ch/fr/products" />
Always respect the implementation order. The canonical tag should point to the page it is on. For example, if you set hreflang tags for the French version, the canonical tag of that page should refer to itself, not to another version.
Also, ensure that the URLs used in hreflang and canonical tags are perfectly consistent, including their parameters. Any divergence could lead to misinterpretations by Google.
Google first processes the canonical tag to determine the main version of a page, then applies hreflang to manage languages. Inconsistency between these tags can disrupt this process.
How to avoid implementation errors
The most common errors involve bidirectional links and regional codes. Each page should include hreflang tags for all linguistic versions, including itself. For example, the French page should contain hreflang tags for the German and Italian versions, as well as for the French version.
Update all your pages whenever you add a new linguistic version. If a single page lacks an hreflang link, it can break the bidirectional link chain and harm your SEO.
Redirects are another source of issues. If a URL mentioned in your hreflang tags redirects to another page, Google might ignore the tag. Ensure each URL leads directly to the final page, without passing through redirects.
Since 2011, the EWM agency has specialized in developing multilingual sites. With offices in Geneva, Zurich, and Paris, this team masters the specifics of SEO for Swiss and international markets. Their technical approach ensures optimized configuration of hreflang and canonical tags, allowing each linguistic version to maximize its visibility.
Finally, regularly use Google Search Console to verify that your configurations work correctly and to detect any potential errors. This will help you maintain a and consistent presence on all your multilingual pages.
Hreflang vs. canonical tags: when to use each
With the previous definitions in mind, let's see in which cases to use these tags to make the most of your multilingual SEO strategy. Hreflang and canonical tags serve different but complementary roles in managing international content.
Canonical tags help avoid duplicate content by indicating to Google which version of a page should be prioritized. On the other hand, hreflang tags help search engines understand the relationships between different linguistic and regional versions of your content. They allow Google to present the most relevant version based on the user's language and location.
A common error is when a French page uses a canonical tag pointing to a German version while defining hreflang tags for multiple languages. This configuration creates a conflict for Google, which may not understand which directive to follow.
When to use what?
- Canonical tags are used to consolidate the authority of multiple URLs displaying identical content.
- Hreflang tags are used to manage translated or adapted versions of a page for different audiences.
This is particularly relevant for sites where URLs with sorting or filtering parameters coexist with translated versions for specific markets.
Comparative table: Hreflang vs. canonical tags
| Aspect | Hreflang Tags | Canonical Tags |
|---|---|---|
| Main objective | Identify linguistic and regional versions | Avoid content duplication |
| Impact on indexing | All versions remain indexed | Only the canonical page is prioritized |
| Typical use | Multilingual sites with translated or localized content | Identical content accessible via multiple URLs |
| Bidirectionality | Required between versions | Not applicable |
| Authority management | Each version retains individual authority | Authority is concentrated on the canonical page |
| Common error | Missing or incorrect hreflang links | Canonical tag pointing to a non-existent page |
| Validation | Google Search Console (hreflang report) | Google Search Console (coverage report) |
| Syntax | hreflang="fr-CH" (language + region) |
rel="canonical" with the full URL |
For a multilingual site, each page should have a canonical tag pointing to itself, as well as bidirectional hreflang tags linking all linguistic versions. This configuration ensures that Google understands both the uniqueness of each version and their relationships.
For example, if a canonical tag on a French page points to an English version while defining hreflang tags, Google may be disrupted. In this case