In a recent video from Google Search Central, Martin Splitt from the Google Search team shared three SEO tips for multilingual websites. The video focuses on three aspects of website internationalization: website structure, hreflang attributes, and language selection. Here’s what Splitt advises when managing these components.
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Website Structure: Splitt discussed three ways to structure websites for international audiences: using local top-level domains (e.g., .de, .fr), implementing subdomains, and utilizing subdirectories. He explained, “The most common and recommended ways to deal with international sites is to either use local top-level domains like .de or .it, or use subdomains or subdirectories.” He added that each method comes with its own pros and cons, so it’s essential to pick what works best for your specific situation.
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Hreflang Attributes: The second tip revolves around the proper use of hreflang attributes, which help search engines understand the relationships between different language versions of a page. Splitt outlined three key points: use valid language and country code combinations, ensure all language variations link to each other, and include self-referential links for each language version. Splitt noted, “First things first, make sure the attributes are valid. Use valid language country code variations. And then make sure that all variations link to each other. Last but not least, include a self-referential link.” Lastly, hreflang can be implemented through HTML tags, HTTP headers, or XML sitemaps.
- Language Selection: The third recommendation focuses on language version. Splitt suggests providing links to different language versions rather than automatically redirecting visitors based on assumed preferences. He stated, “Do not automatically assume or forcefully redirect your users to a specific version. By linking to different language or country versions, you give users a choice and help Google bot and others discover these versions as well.”
Bonus Tip: Quality Over Quantity: Splitt cautioned against overdoing international SEO efforts. He recommended focusing on the locations that matter to your business and can be properly supported. Splitt advised, “Don’t overdo it with internationalization. Pick the locales and countries that really matter to you and you’re willing to support properly. Instead of lackluster translated pages, make sure you have content that is useful to the different audiences in the countries you care about and make sure they have a great experience on each of your language variations.”
Why This Matters: As your business grows, website internationalization becomes increasingly important. By following these guidelines from Google, you can improve your site’s visibility in international search results while providing a better experience for visitors.
