How to Optimize Hreflang Tags to Boost International SEO

Learn how to resolve common hreflang tag issues, including missing return tags and incorrect codes, to enhance international SEO.

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By Jameela Ghann
Photo of Danell Theron
Edited by Danéll Theron

Updated January 13, 2025.

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Optimizing hreflang tags is essential for improving your site's international SEO. By correctly implementing these tags, you ensure search engines serve the right content to users based on their language and location, leading to better targeting, higher rankings, and an enhanced user experience across global markets.

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Meet the Expert

Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. She's also the marketing manager for Fera Product Reviews.




What is Hreflang Tags for International SEO?

Hreflang tags are HTML attributes that tell search engines the language and region of specific content on your site. When we talk about hreflang tags, we mean they help your users see the right version of your website based on their location and language preferences.

The below tag tells Google that this page is for English-speaking users in the U.S.

<link rel="alternate" hreflang="en-us" href="yoursite.com/us/"> 

These tags improve user experience by directing visitors to the correct version of your content.

Multi-Lingual vs. Multi-Regional Sites

Multi-lingual websites cater to users in different languages (English and French), while multi-regional websites target users in specific geographic locations (English-speaking Canada and French-speaking Canada). A site can be both (e.g., offering English content for the U.S. and French for Canada).

This distinction impacts hreflang implementation because multi-lingual sites focus on language codes (e.g., en for English), while multi-regional sites include both language and region codes (e.g., en-us for U.S. English vs. en-ca for Canadian English). Correct tagging ensures search engines serve the right content to the right audience.

Example of correct tagging


» Learn more: What are hreflang tags and are they necessary for Shopify stores?



The Importance of Hreflang for International SEO

  • Prevents duplicate content issues: Hreflang tags ensure the correct version of your page is served, avoiding duplicate content penalties.
  • Improves user experience: Proper implementation directs users to the right version of your site, reducing confusion and improving satisfaction.
  • Increases click-through rates: Serving relevant content increases the chances of user engagement and higher click-through rates.
  • Avoids traffic drops: Misconfigured hreflang tags may result in search engines ranking the wrong version, leading to traffic declines.
  • Prevents penalties: Incorrect hreflang configurations can lead to duplicate content penalties if multiple pages are seen as identical.

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How to Set and Optimize Hreflang Tags

1. Hreflang Tags in HTML

Hreflang tags can be added directly to the head section of the page.

Pro


  • Easy to implement for static websites, straightforward for small-scale setups.

Con


  • Harder to maintain for large or dynamic sites with frequent content updates, prone to errors during manual coding.

You can also add hreflang tags to HTTP headers for non-HTML content, like PDFs.

Pro


  • Works for non-HTML files, and avoids cluttering the HTML.

Con


  • Complex to set up, requires server-side configuration, and not ideal for large-scale websites (it could make your site slow).

Examples:

<https://example.com/en-us/document.pdf>; rel="alternate"; hreflang="en-us",

<https://example.com/es/document.pdf>; rel="alternate"; hreflang="es"

» Need tips for better website speed? Check out these methods to increase your Shopify website speed

3. Hreflang Tags in XML Sitemaps

Hreflang tags can be added to an XML sitemap, making it easier for search engines to discover.

Pro


  • Great for large or dynamic sites, scalable, easier to manage updates.

Con


  • Requires technical knowledge to create and maintain accurate sitemaps.

Examples:

<link rel="alternate" href="https://example.com/en-us/" hreflang="en-us" />

<link rel="alternate" href="https://example.com/en-gb/" hreflang="en-gb" />

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

If you have the resources, you can also create separate top-level country domain sites for each language (yoursite.com, yoursite.ca, yoursite.fr).

4. Set the Languages and Regions Your Site Supports

 Choose the implementation method:

  1. HTML
  2. HTTP headers
  3. XML sitemap
  4. An app (if you are not technical)

Tip: When you are done, test your implementation using the hreflang Testing Tool.

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Manual Implementation vs. Automation Tools for Hreflang Tags

AspectManual ImplementationAutomation Tools
Best ForSmall or static sites with a few language/regional versions (e.g., small businesses with limited pages).Large or dynamic websites with frequent updates (e.g., eCommerce or international sites).
ScalabilityNot scalable for large websites, becomes difficult to manage as site grows.Easily scalable for large websites with many pages or languages.
AccuracyProvides full control but prone to human error, especially with many pages.Ensures consistency and reduces human error across all pages.
MaintenanceTime-consuming and prone to errors during updates; difficult to manage on large sites.Simplifies maintenance by automating updates, saving time on frequent changes.
ComplexitySimple for small websites, but can become complex as more content is added.Requires initial setup but simplifies long-term management.
ProsPrecise control over each tag for small sites with few language versions.Saves time, reduces errors, ensures consistent tag application, and easily handles frequent updates.
ConsError-prone as the site grows; difficult to manage for larger, dynamic sites.Requires initial configuration and ongoing technical knowledge, may add setup complexity.

Pro tip: You can use tools like Multi-Store Sync Power to keep your inventory accurate across many stores.

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3 Best Practices for Setting Up Hreflang Tags

1. Include a Self-Referencing Hreflang Tag

Each page should include an hreflang tag that references itself. This confirms the primary audience of the page and ensures search engines don’t get confused about the default version.

2. Use “x-default” for Global Pages

For pages targeting all users, such as language selectors, use the x-default hreflang tag. This serves as the fallback option for users whose language or region doesn’t match any of the other specified tags.

Example:

<link rel="alternate" hreflang="x-default" href="https://yoursite.com/" />

3. Test and Validate Tags Regularly

Use tools to catch and fix errors. Regular testing ensures search engines correctly interpret your setup!

If targeting multiple countries with the same language (e.g., the U.S. and U.K.), include region-specific hreflang tags for each.

Examples:

<link rel="alternate" hreflang="en-us" href="https://www.yoursite.com/us/" />

<link rel="alternate" hreflang="en-gb" href="https://www.yoursite.com/uk/" />

This structure helps search engines differentiate content based on region-specific nuances, like spelling differences or currency formats.

» Now that you know how to optimize hreflang tags, learn how to edit your Shopify product tags for better SEO results



Troubleshooting and Auditing Hreflang Tags

Common Hreflang Errors to Look Out For:

  • Missing return tags
  • Incorrect language codes
  • Conflicting Hreflang annotations

Tools to Help Audit Hreflang Tags:

  • Screaming Frog: This tool audits hreflang tags across your website, checking HTML, HTTP headers, and XML sitemaps. It highlights issues like missing self-referencing tags and incorrect language codes.
  • Hreflang Testing Tool: A tool for verifying individual hreflang tags.
  • SEMrush Site Audit: Use this tool to ensure your hreflang tags point to the correct pages.

Pro Tip: Make sure to regularly audit your XML sitemap and headers either manually or with the tools mentioned. If you have a developer, automated scripts or APIs can validate large-scale hreflang setups for e-commerce or multi-regional sites.

» Remember these tips to ensure your ideal customer comes back



Ensuring Effective Hreflang Implementation

When implementing hreflang tags, businesses often miss self-referencing tags or use inconsistent canonical and hreflang tags, confusing search engines and negatively impacting SEO and the customer experience. To avoid this, create a checklist, audit regularly with tools like Screaming Frog, and standardize templates across your site.

As you expand into new markets, prioritize a scalable hreflang strategy with a centralized system, consistent URL structures, and XML sitemaps for large sites to maintain effective tagging and improve the customer experience.

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