Google Says Hreflang Tags Are Hints Not Directives

Google’s John Mueller recently clarified that Hreflang tags should be viewed as suggestions, not absolute directives. This means they help guide Google’s understanding of which version of a page to show in different regions or languages, but they don’t guarantee specific outcomes.

Hreflang tags serve as a helpful tool for international SEO, ensuring that search engines display the correct version of a page for users in different regions or speaking different languages. However, it’s important to remember that these tags are not a guarantee of the results you might expect.

In some cases, canonical tags can override Hreflang. A canonical tag indicates the preferred version of a page to avoid duplicate content issues, and it may influence how Google handles Hreflang signals.

Additionally, Google sometimes groups same-language pages together, especially when regional differences are not significant enough to warrant separate pages. This means that even if you have multiple versions of a page in the same language, Google might not treat them all as unique for SEO purposes.

Understanding these nuances is crucial for businesses looking to refine their international SEO strategies. Adjusting your approach with this knowledge can lead to more accurate targeting and better performance in search engine results.

A recent conversation between SEO expert Neil McCarthy and Google Search Advocate John Mueller has shed light on how Google handles hreflang tags.

McCarthy pointed out that pages designed for Belgian French users (fr-be) were appearing in France. In response, Mueller explained that hreflang tags act as a suggestion, rather than a guarantee, which can sometimes lead to unexpected results.

This exchange offers valuable insights into the relationship between hreflang tags, canonical tags, and international SEO strategies. Understanding these dynamics is essential for businesses aiming to optimise their content for international audiences effectively.

 

French-Belgian Pages in French Search Results

McCarthy observed an issue where pages tagged for French-Belgian audiences were showing up in search results conducted from France.

He shared a screenshot on Bluesky, in which Google provided the following reasoning for the appearance of the pages:

• The result contains the search terms. 
• The content is in French. 
• Google noted that the result “seems coherent with this search, even if it usually appears in searches outside of France.” 

This led McCarthy to question whether Google was disregarding his hreflang instructions.

 

What Google Says About hreflang

Mueller responded by explaining that hreflang doesn’t guarantee indexing. He mentioned that it’s possible not all variations of a page are indexed. Additionally, if the pages are similar, such as fr-fr and fr-be, Google may treat one of them as the canonical version due to their similarities.

In a follow-up, he further clarified the situation, suggesting that this could be a case of “same language” pages. He explained that Google’s systems often attempt to simplify things for websites. Although hreflang may still swap out the URL, the reporting will reflect the canonical URL.

 

Key Takeaways

Hreflang is a Hint, Not a Command
Google treats hreflang as a suggestion, guiding which regional URL to display. However, it does not mandate that each version of the page be indexed or shown separately.

Canonical Tags Can Override Variations
When two pages are almost identical, Google may choose one as the canonical URL. As a result, this page will receive all the indexing and reporting, while the variations are disregarded.

“Same Language” Simplification
If two pages use the same language, Google’s systems may decide to group them together. Even though hreflang may direct users to the appropriate variant, metrics are often consolidated into the canonical URL.

 

What This Means for International SEO Teams

To avoid Google grouping your pages under one canonical URL, add unique elements to each regional page. The more distinct the content, the less likely it is for Google to treat them as identical.

In Google Search Console, verify which URL is being shown as the canonical. Don’t rely solely on hreflang tags to generate separate performance data; it’s essential to check the actual results.

Consider using VPNs or location-based testing tools to simulate searches from different countries. This will help you ensure that Google displays the correct page to the intended audience.

Finally, review Google’s official documentation on hreflang, sitemaps, and HTTP headers. Hreflang signals work best when used in conjunction with a well-structured site, so it’s crucial to maintain a solid foundation.

 

Next Steps for Marketers

International SEO can often be complex, but having clear strategies in place can make it more manageable. Here are some key steps to consider:

Firstly, audit your hreflang setup by checking the tag syntax, XML sitemaps, and HTTP header configurations. Ensuring that these elements are correct will help prevent potential issues with page indexing and search visibility.

Next, review the similarity of your pages. It’s important to make sure that each language-region version is providing unique value to users. If two pages are too similar, Google may treat them as identical, which could impact your SEO performance.

It’s also essential to monitor your international SEO efforts continuously. Set up alerts to identify any unexpected traffic patterns or drops in regional performance. This will allow you to react promptly and adjust your strategy as needed.

By understanding the limits of hreflang and how Google handles canonical tags, SEO teams can set realistic goals and refine their international strategies. Regular testing, precise localisation, and vigilant monitoring are key to keeping regional campaigns on track.