International SEO: hreflang, domains and language versions
Selling in several countries or languages? Choose the right URL structure, implement hreflang correctly and localise, not just translate.
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Key takeaways
- Pick one URL structure for markets: subfolders, subdomains or country domains.
- hreflang tells search engines which language or country version to show.
- Localise prices, examples, contact details and payment options, not just words.
If your business serves customers in several countries or languages, search engines need to know which version of a page to show to whom. Getting this right prevents the wrong language appearing in results and duplicate content problems.
First, decide whether you need versions at all
Multiple versions make sense when content genuinely differs: language, currency, prices, legal requirements, delivery options or offers. If one version serves every market equally well, a single international site is simpler to maintain and builds authority in one place.
Choose a URL structure
- Subfolders (example.com/de/, example.com/fr/): easiest to manage, and authority is shared across the domain. A common choice for most businesses.
- Subdomains (de.example.com): workable, but often managed like separate sites.
- Country-code domains (example.de): strong local signal, but each domain needs its own authority and maintenance.
Pick one approach and use it consistently.
Implement hreflang
hreflang annotations tell search engines that pages are equivalent versions for different languages or regions. Each page lists all its versions, including itself, using codes such as "en-GB", "en-US" or "de". Rules:
- Every version must reference all the others, and each must reference back.
- Use correct language codes, and optionally country codes.
- Add an "x-default" version for visitors who don't match any listed version.
- Annotations can go in the page head, HTTP headers or the XML sitemap.
Errors in hreflang are common, so validate them after launch.
Localise properly
Translation is only part of localisation. Adapt:
- Currency, prices and taxes
- Spelling and terminology, such as British versus American English
- Examples, case studies and imagery relevant to the market
- Phone numbers, addresses and business hours
- Payment and delivery options
Do keyword research in each language; direct translations of keywords often miss how people actually search.
Let visitors choose
Offer a clear language or region selector and remember the choice. Avoid automatic redirects based on IP address, which can trap visitors and block search engine crawlers.
Monitor each market
Use Search Console with filters for country, or separate properties per section, to track performance in each market.
Our SEO and website development teams plan and build international sites with this structure.
Frequently asked questions
Do I need separate pages for the US and the UK?
Only if the content genuinely differs, such as pricing, spelling, legal information or offers. If one English version serves everyone well, keep one.
Should I redirect visitors automatically based on location?
Avoid forced redirects. Suggest the relevant version with a banner or selector, and let people choose. Search engine crawlers also need to reach every version.
