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Getting Started With Multilingual Website Tags

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Getting Started With Multilingual Website Tags

Often, the best practices of SEO don’t give us a direct ranking signal boost from Google, although they help drive significant traffic to our website.

Herflang tags are a perfect example of this.

Medan Gary Illyes has stated that hreflang tags don’t serve as a ranking signal in the algorithmic sense, in a cluster, a group of similar content pages in different languages share the same ranking authority.

In our pursuit of optimizing user intent and experience, writing content for different geographic locations and languages provides tremendous value to our website.

That’s where the magic of the hreflang tag comes in.

Rather than having the same webpage competing for users in Australia and France, you could have alternate pages that pop up at the top of SERPs optimized for that country’s language, currency, and privacy laws.

However, hreflang tags are one of the most complicated parts of technical SEO.

Unfortunately, you could do a lot more harm than good by improperly implementing this tag attribute across your website.

That’s why I want to provide this refresher course on everything you need to know about hreflang tags and the best practices to get started with international SEO using these incredibly granular tags.

What Is An Hreflang Tag?

Hreflang tags are a link tag attribute in HTML that enables websites to serve content specifically for users in different countries and languages.

If you view the page source of any given web document, the first tag you’ll often see is this:

<html lang="”en”">

The language attribute specifies this webpage employs English text for an English-speaking audience over search.

However, if a website wanted to target French-speaking users in France, they could use an hreflang attribute in the head of their HTML, which would look something like this:

<link rel=”alternate” href=”https://fr.example.com” hreflang=”fr-fr” />

Let’s break this down for easier understanding.

Basically, an hreflang string consists of three critical components:

  • rel=alternate attribute: This tag specifies this webpage is an alternate version of the original web page, not the canonical.
  • href= attribute: This tells Google the original URL of the alternate web page.
  • hreflang= attribute: This tag specifies the language and country this web page is targeting.

In the above example, the alternate tag specified that URL https://fr.example.com was the primary English web page’s alternate.

In addition, the end of the tag also specified that the webpage was for French speakers in France.

In addition, webmasters could also create an alternate page for English speakers in France by adjusting the hreflang attribute to hreflang=”en-fr” which means this page is for English speakers in France.

Thorough hreflang implementation allows you to become more granular with geotargeting and serve up local content to people all across the globe.

What’s not to love from an SEO or content marketing perspective?

Why You Need Hreflang Tags

We can do more with hreflang tags than optimize for different languages.

In fact, hreflang tags enable us to do three critical things with our website:

  • Optimize webpages for the same language in the same country (Ex. “fr-fr”).
  • Optimize webpages for different languages in that same country (Ex. “de-fr”).
  • Optimize webpages for different languages in different countries (Ex. “de-us”).

But why not just create broad English web pages for people in the UK and across the world?

Well, creating alternate web pages for English users in the UK and elsewhere enables customers overseas to purchase products on your website in pounds and localizes content specifically for their interests.

Furthermore, creating clusters of content also accumulates more SEO value for our website and web pages as a whole.

Another benefit of hreflang tags is that website owners can create specific web pages that conform to international laws and tax codes to avoid legal trouble.

Ultimately, proper hreflang tags benefit your website in many key ways, including:

  • Localizing content for users across the globe.
  • Gaining access to global markets.
  • Allowing users to pay in native currencies.
  • Preventing alternate web pages from competing with each other.
  • Keeping websites organized.

At this point, I bet that hreflang tags sound like all peaches and cream for your web strategy.

Now, here comes the hard part: Setting up your tags.

I’ll walk you through several different strategies, so you have a solid understanding of how tags work in practice and how to implement them on your website.

First, let’s discuss some of the challenges you’ll encounter along the way if you are new to using hreflang tags.

Common Challenges Setting Up Hreflang Tags

Avoiding Duplicate Content

Improper hreflang tag implementation will result in duplicate content errors.

Medan Google doesn’t directly punish duplicate content, you don’t want an English page designed for Americans outranking a page meant for English speakers in France.

Segmenting Content Between Different Language And Country Codes

Hreflang tags require time, money, and commitment to properly organize each web page for a specific language and country.

You’ll also need to look up every country and language’s specific HTML codes.

Keeping Hreflang Tags Organized As You Add New Content

This challenge only compounds as you continue to add more content to your site.

Again, think of large-scale ecommerce sites and what they go through daily trying to add new products for customers across the globe.

Hreflang Tags Are Not A Directive

Unfortunately, hreflang tags are not an absolute directive. Mostly, hreflang tags serve as a hint for Google or Yandex to prioritize certain content, but nothing is guaranteed.

Hreflang Tags Work Differently Between Google And Bing

Search engines like Bing barely even look at these tags.

Istället använder Bing metataggar som <html lang="”en”"> taggen, som jag visade i början för att organisera och visa innehåll.

Hreflang Principles

We need to understand the relationship between different web pages and HTML to get started.

When implementing hreflang attributes, we want to remember two principles:

Hreflang Tags Need To Be Self-referential

In the past, Google has recommended that every webpage have a self-referential hreflang tag that points back to the original.

For example say your original URL is https://example.com/us. Then your hreflang attributes will be ordered like so:

<link rel=”alternate” href=”https://example.com/fr” hreflang=”fr” />

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

So for every alternate webpage you create, you must never forget to include a link attribute for that webpage.

For example, a French webpage should have an href attribute for the French URL.

It may feel a tad redundant, but it cuts down on confusion from Google’s end and helps avoid duplicate content errors.

Hreflang Tags Need To Be Bi-directional

This second principle is absolutely required and will eliminate any lost SEO value from clustering your web pages and transferring those awesome metrics between the two.

So let’s take the above example and say that the homepage has an alternate version translated into French for French visitors from France.

We need to implement a tag on the French page that points back to the main U.S. page and self-references itself.

It’s not as confusing as it sounds! Simply just swap them around like this:

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

<link rel=”alternate” href=”https://example.com/fr” hreflang=”fr” />

If you have dozens of different languages and countries, don’t sweat.

All you need to do is have the original URL listed as self-referencing at the bottom and ensure that every page has tags set up for every language and region, not just your original English page.

Bonus

I also recommend using an X-default page for situations when Google can’t extract their language or region from a user’s browser or IP address.

An x-default page asks visitors what language they prefer and sends them to the appropriate alternate page. The tag will look something like this:

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

Now that we know how the HTML code works and how to set them up, we just need to learn how to set hreflang tags up.

Setting Up Hreflang Tags

You generally have three great options available to set up hreflang tags and implement them at scale.

HTML/HTTP Headers

Setting up HTML tags is the simplest but most time-consuming method. I recommend this for websites without a sitemap, although you should definitely invest in a sitemap, especially if you have a ton of content or products!

Going through what we’ve discussed so far, set a <link> tag to the alternate version of your page in the header of the HTML to look something like this:

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

From there, make sure each tag is self-referential and bi-directional.

In addition, if you want to create alternate pages for .pdf files without HTML, you’ll need to implement the same tags in the HTTP header of each page.

Fortunately, the link will look the same and you can apply the same rules for easy implementation.

Of course, you can see how hard this can be to scale, especially if you serve customers in dozens of countries in dozens of languages.

Generally, changing the HTML or HTTP is fine when you need to adjust a few pages over time, but this method won’t serve you well in the long run if you’re dealing with thousands of URLs.

XML Sitemap

I recommend using your XML sitemap to implement all of your tags in a single file and optimize your website at scale.

This method is pretty straightforward.

All you need to do is add <xhtml:link to the front of your URL and add all alternative versions of the page underneath.

<url>

<loc>https://example.com/link</loc>

<xhtml:link rel=”alternate” hreflang=”en-us” href=”x-default”

<xhtml:link rel=”alternate” hreflang=”en” href=”https://example.com/link/” />

<xhtml:link rel=”alternate” hreflang=”fr” href=”https://example.com/lien/” />

Using this method, you can add all of your relevant tags in one file instead of manually adding link attributes to the HTML of every webpage.

Once completed, submit an updated sitemap to Google Search Console.

Of course, there are several ways to automate this process by using a spreadsheet to copy and paste all of your URLs from a sitemap under separate languages and regions.

There are also several hreflang generation tools available online, although I’d recommend doing your research before you end up causing more harm than good to your website.

Common Mistakes Setting Up Hreflang Tags

Based on how meticulous hreflang tags can be, you’ll likely run into several issues during setup. As a result, many of these mistakes will spell duplicate content in the eyes of Google and sour your rankings. Don’t worry because the solutions are pretty straightforward.

Not Making Hreflang Tags Self-Referential

Ett saknat hreflang-självrefererande attribut kan hålla tillbaka en av dina sidor från att rankas.

Lyckligtvis kontrollerar flera webbplatsgranskningsverktyg, inklusive Screaming Frog, SEMrush och Ahrefs, efter korrekt hreflang-implementering, inklusive självreferensattribut.

Sök efter sidor som saknar detta attribut och åtgärda problem i realtid.

Ingen returetikett

Dessutom är det lätt att bryta mot vår andra princip med hreflang-taggar genom att inte använda dubbelriktade taggar.

Du kan se det här felet på fliken Internationell inriktning och språk i Google Search Console.

Gå helt enkelt in på din webbplatskarta eller justera rubriktaggen på din webbsida för att länka tillbaka till den ursprungliga eller kanoniska webbsidan.

Ofullständiga eller felaktiga taggar

Det här problemet kan uppstå av flera skäl, inklusive mänskliga fel eller ditt hreflang-generatorverktyg.

Några av de vanligaste problemen relaterade till felaktiga taggar inkluderar att använda fel språk eller landskoder eller att helt enkelt mata in felaktiga värden i din HTML-kod.

Lyckligtvis kommer din sökrobot att upptäcka eventuella ofullständiga hreflang-taggar och varna dig så att du kan fixa det på nolltid.

Blockerade eller inga indexsidor

Ett av alla webbplatsers vanligaste och förbisedda problem är fel utan indexering.

Till exempel är Javascript, iFrames och flera ytterligare tjänster ökända för att blockera eller inte indexera värdefulla webbsidor utan vår vetskap.

För att börja lösa det här problemet, kontrollera din robots.txt-fil för att se om du har blockerat några sidor som inte borde finnas i filen.

Kontrollera sedan ditt Javascript och CMS för att säkerställa att du inte har no-index-taggen avmarkerad.

Jag skulle också köra en genomsökning och titta igenom ditt kalkylblad för att se vilka webbadresser som inte är indexerade.

Slutligen, gå in i din HTML och infoga din hreflang-tagg i rubriken, ovanför noindex-taggen, för att förhindra att Javascript eller iFrames blockerar dessa sidor.

Länka till omdirigerade sidor

När din webbplats växer och mognar kommer du ofta att använda omdirigeringar till nytt innehåll för att ge din webbplats nytt SEO-värde.

Men hreflang-taggar måste referera till en kanonisk webbsida.

Därför, om din tagg refererar till en omdirigerad webbsida eller kommer tillbaka med en HTTP-svarskod, ignorerar Google helt enkelt hela hreflang-taggen och bestämmer vilket innehåll den vill visa.

För att åtgärda detta måste du justera webbadressen i hreflang-taggen för att återspegla den nya kanoniska webbsidan.

Dubbelkolla dina taggar

Slutligen anser jag att det är bäst att förstärka behovet av periodiska webbplatsrevisioner för att säkerställa att du har implementerat dina hreflang-taggar korrekt och att åldrande internationellt innehåll fortfarande rankas.

En sökrobot är en bra källa för att avgöra om dina nya hreflang-taggar har några problem eller inte eller att allt åldrande innehåll på din webbplats behöver justeras.

Till exempel, Skrikande groda låter dig genomsöka en XML-webbplatskarta och sedan kontrollera följande problem med dina hreflang-taggar i rullgardinsmenyn:

  • Webbadresser som inte är 200 hreflang.
  • Saknar X-Default.
  • Saknar självreferens.
  • Inkonsekvent region- och språkbekräftelse Länkar.

Du kommer också att varnas för eventuell felaktig hreflang-implementering i Search Console via fliken Internationell inriktning baserat på avtagande trafikanalys.

Många företagsföretag frågar mig ofta om hreflang-taggar verkligen är värda besväret.

I takt med att Googles sökalgoritm blir mer utvecklad har den blivit bättre på att hitta och servera rätt webbsidor för olika språk och regioner.

Dessutom är investeringen för att hantera hreflang-taggar på tusentals webbsidor dyr och tråkig.

Men om vi vill få ut det mesta SEO-värdet av klustring och lokalisering av innehåll efter region/språk, är det nödvändigt att implementera hreflang-taggar.

Dessutom kan flerspråkiga e-handelswebbplatser få en enorm avkastning av korrekt hreflang-implementering.

Den centrala frågan handlar verkligen om övning, eftersom mänskliga och maskinella fel kan orsaka mer huvudvärk än de löser.

Med rätt kunskap, verktyg och hjälp kan det vara enkelt att hantera hreflang-taggar.

Förhoppningsvis har du i den här guiden skaffat dig den kunskap som krävs för att komma igång med att implementera och underhålla hreflang-taggar på din flerspråkiga webbplats.

Fler resurser:


Utvald bild: liravega/Shutterstock

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SEO

15 SEO-experter för e-handel avslöjar de bästa insikterna för 2023

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15 Ecommerce SEO Experts Reveal Top Insights For 2023

Wondering how to do SEO for ecommerce?

Looking for expert insights on ecommerce SEO?

Uncertain how to make your online store more successful?

From acknowledging that the traditional customer journey is dead, to fast pivoting due to Google’s constant updates, to reassessing benchmarks after the pandemic digital boom and the subsequent fall, experts from award-winning agencies assess what’s next in ecommerce SEO.

We wanted to go beyond unpredictability, so we interviewed 15 digital growth and SEO experts to get their insights, tips, and lessons learned as part of our Ecommerce SEO deep dive.

Ecommerce experts in this article talk about search behaviors, hands-on clients, forecasting for aligning to current trends, and more.

Let’s see what they have to say.

Implement Multi-Touchpoint Customer Journeys As Search Behaviors Change

James Finlayson, Head of SEO at the7stars: “Google’s search volumes aren’t just stagnating – in many cases, they’re reducing. Despite this, consumers are conducting more research prior to purchases than ever – on Amazon and other ‘super-retailers’, on TikTok, large publishers with loyal audiences, Pinterest, YouTube, and Reddit. We recently looked at one market where, we estimated, less than 10% of search activity was actually happening on Google.” Read Finlayson on digital and in-store buying, pushing for larger budgets, and their Sofology success story.

Sara Povoas, Content and SEO Manager at iProspect Portugal:  “We observed a huge increase in shopping, not only for younger audiences but also for older ones, which is new. I think that users are getting more demanding and more informed — if you have a lot of offers, you need to make smart decisions. So people are looking for more. The reviews, opinions, video demonstrations, and price comparisons are getting more popular as people are doing these decision-making searches in order to make a purchase.” Read Povoas on fluctuating stocks, hälsa and cosmetics trends, and client communication.

Luke Carthy, eCommerce SEO & CRO Consultant: “What I’m seeing across my consumer-based clients is that Average Order Value is up, but the number of transactions is probably similar or falling. What I mean by that is they’re spending more per transaction. Rather than someone going to a clothing retailer, maybe once a month or once every couple of weeks, depending on what their previous shopping habits were, they will shop less frequently. And when they shop, they’ll spend more money. I think that happens for a couple of reasons: One is to mitigate the delivery fees and, secondly, to try and get to thresholds to claim rewards, whatever those might be.” Read Carthy on buy-in, shifting strategies, and B2B clients.

Jen Cornwell, Senior Director of Digital Strategy at Ignite Visibility: “The way people shop has changed, as they had converted to online and are now back to this hybrid style again. I think it’s all about expectation setting: Can we ever get back to those traffic levels or those conversion levels online again? What are some creative ways that we can go about if we think that’s the case? User behavior has taken a big shift.

For instance, we had an electronics client who sold computers, both online and brick-and-mortar. We started to see a shift at the beginning of 2022 as they had more foot traffic to their stores – which they’re happy about, but they do not see as many purchases online anymore. Even in the instances where there isn’t a brick-and-mortar component or the product is only available online, the opportunity for somebody to go and buy it in person just pulls them away from coming to the Internet as much as they used to.” Read Cornwell on video content, white goods, and creative page optimization.

Get Creative With Product Reviews, Long-Tail Keywords & Specificity, As Google Algorithm Updates Intensify

James Euinton, Account Director at The SEO Works: “Over the years, as Google improves its handling of language, it’s been more important to focus on the more specific, longer-tail phrases. Sometimes this may mean catering to specific questions and keywords that fall outside standard products and category pages. It’s important that we tailor additional content to these to target the customer at different points in the journey or funnel.” Read Euinton on moving the needle fast, Core Web Vitals, and business contexts.

Radu Marcusu, CEO at Upswing: “The biggest challenge this year was for marketing managers to explain the drops in the market and how to go about it. That’s why I would say it was more about us being proactive in communicating these shifts to our clients. They needed support in understanding the overall market trends and that it was a general change in demand – and, of course, in adapting to it. That also meant new tactics or focusing on specific actions. For instance, if Google now recommends refined searches, we make sure our clients have filters or categories targeting those searches. We also focus on having the right content to answer those searches. Or keep their Google My Business profiles optimized. In a nutshell, we were proactive in adapting strategies, budgets, and also specific actions implying Google changes.” Read Marcusu on differentiating through pitching, video searches, and developing internal tools.

Eli Schwartz, Growth Advisor and SEO Strategic Consultant: “Google and other search engines use deep learning to improve search results for their users continuously. This past year, I have noticed that local results are triggered more often when Google detects a local intent. At the same time, on results where there should not have been local intent, I have seen the local results disappear.”

Forecasts, SEO ROI & Data-Led Decisions Should Be At The Forefront For Ecommerce Businesses

Marc Swann, Director of Search at Glass Digital: “​​There’s no doubt that retailers are feeling the pinch as consumers tighten their belts, and this presents risks for most marketing agencies when it comes to justifying the value of their services. SEO is a channel that is often more at risk when times are hard, and marketing budgets are scrutinized. SEO performance can ultimately be maintained in the short and even medium term without a recurring spend associated with it, unlike something like paid search where once ad spend stops, performance disappears. So certainly, justifying expenditure in SEO is something that we have seen requested more and not seeing it as a luxury in harder times. Ultimately, those that are able to fulfill their SEO strategies through the hard times will be in much stronger positions when the economy eventually turns positive.” Read Swan on multi-lingual sites, sports retailers, and “luxury” channels.

Steve Walker, Technical Director at Journey Further: “Measuring ROI has always been important, but it’s no longer a nice-to-have. Measuring ROI is essential. This is why performance monitoring tools like SEOmonitor are critical to your agency. The amount of in-house teams has also increased dramatically over the past few months. This is a great thing for the SEO industry and a testament to SEO’s importance in digital marketing – but it fundamentally changes how agencies need to operate. We’re no longer just additional resources doing basic SEO activity. We need to act in a similar way to a business consultancy and provide strategic-level support.” Read Walker on new user journeys, measuring impact, and funnel optimization.

Rank Tracker’s Strategy view on SEOmonitor.com, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Ben Austin, Founder & CEO at Absolute Digital Media: “We utilize forecasting for both pitching and upselling to ecommerce clients to showcase our understanding of the industry they compete in and the business. By doing so, we can more effectively dictate what is required to drive continuous growth to the business whilst highlighting the ongoing value our innovative SEO strategies provide. In addition to providing a basic forecast of the brand’s current market position, we supply further insight into the wider business benefits such as returning customers, revenue, and ROI.” Read Austin on business strategies, performing verticals in ecommerce, and dynamic URLs.

Charlie Norledge, Head of SEO Performance at Impression: “The pitches are much more competitive now because there are probably fewer clients going to market as things started to slow down a bit. We’ve had to make sure that we include innovative tactics in there. Like talking about how to utilize social media trends in organic when we talk about tech SEO, not just putting a list of fixes, making sure we have priority behind things and just giving them as much detail as possible.

Forecasting is another important piece. When we go to a competitive pitch, forecasting is, I’d say, required. If we didn’t do it, we could miss out. We were in pitches against other agencies, and because we had forecasts in place, we ended up winning the work.” Read Norledge on GPT-3 efficiency, reporting, and client expectations.

Kevin Gibbons, Founder and CEO at Re:signal: “For us, it’s important to have strong communication with our clients about where the priorities are and make sure that we know not just where the search demand is, but also the supply. Knowing what clients are focusing on – both in terms of seasonality and where the priorities could be and could be shifting because of those issues – helps us re-address what we’re doing.

I think everyone’s just probably a bit more price-conscious and cautious right now in terms of what they’re doing. So, again, that’s why ecommerce is such a strong sector for us. For the reason that you can track organic revenue performance. Everyone wants to make sure they’re maximizing their ROI.” Read Gibbons on internationalization and their ASICS success story.

15 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023SEO Forecast by SEOmonitor, December 202215 Ecommerce SEO Experts Reveal Their Top Insights For A Successful 2023

Leverage Integrated Campaigns To Build More Growth Opportunities

It’s not just about one channel or one tactic, but ecommerce digital experts are looking more and more into how they can optimize the full user experience, coordinate PR and SEO efforts, and make sense of the whole industry landscape and where the opportunity lies:

Petar Jovetic, Organic Director at Impression: “Everything we do has to show value and be targeted. We’re baking innovation more and more into our proposition. It’s been quite compelling to leverage AI to handle higher workloads and then do it more efficiently. One other thing I’m keen to explore is using our CRO department, especially at the bottom of the funnel where every user counts, to grow acquisition strategically with more A/B testing, multivariate testing, etc. We’re looking into how CRO and SEO can complement each other more. I think that is really appealing in the current economic climate. So we’re not just throwing additional users but nurturing them through the funnel to conversion.” Read Jovetic on SEO maturity frameworks and the State of Retail.

Charlie Clark, Account Director & Founder at Minty Digital: “I noticed more clients are looking to build their brand through digital PR, and we build their brand name rather than just focus on sales. Some of the bigger companies we work with used to allocate a separate budget to SEO, and that used to be the entire thing. Now they’re allocating separate budgets within their departments, one for SEO and one for PR. They’ll have their traditional PR, the standard press releases, but then they’ll also be tying in the digital aspect to that, which is something that’s been quite interesting to know.” Read Clark on entering new markets and campaign KPIs.

Heemesh Vara, Head of SEO at Semetrical: “Our keyword research process focuses on exploring the whole industry. That’s something different from other agencies. Where they might take a category-by-category approach and do it month by month, we do it the other way around. It’s a lot of work for us at the beginning, but it does provide the client and us with a complete picture of their entire industry. For example, we worked with a vintage möbel client with multiple types of products and categories, from sofas, stools, chairs, side tables, etc. So we had to research the entire industry all at once. And this is one of our unique selling propositions that we always put in the proposal as well.” Read Vara on SEO data analysis and baselines, stakeholder management, and securing budgets.

In the end, as our 15 interviews have shown, both ecommerce clients and markets continue to shift, so it’s critical to showcase sustainable results.

With all these challenges SEO experts face in mind, we continue to develop SEOmonitor so it helps you:

  • Prove the value of SEO with a forecast solution that allows you to connect desired ranking targets to non-brand organic traffic growth potential.
  • Bring session, conversions, and revenue data back into keywords with our solution to the (not provided), so you know what the performing keywords are.
  • Keep track of demand with daily ranks for desktop and mobile as standard, search volumes and year-over-year trends across the platform, and automatic seasonality alerts.
  • And so much more.

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