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International SEO: Hreflang Tags Explained with Examples

Hreflang tells Google which version of a page to serve based on the visitor's language and region. Done right, it prevents duplicate content penalties and improves CTR. Done wrong, it's silently ignored and your localized pages cannibalize each other.

Use ISO 639-1 language and ISO 3166-1 region codes

Format: <link rel='alternate' hreflang='en-gb' href='https://example.com/uk/'>. Common mistakes: 'uk' (use 'gb'), 'en-uk' (use 'en-gb'), uppercase ('EN-GB' is fine but lowercase is standard).

Self-reference and reciprocity are mandatory

Every page must include an hreflang tag pointing to itself, plus tags for every alternate version. If page A links to page B but B doesn't link back, Google ignores the relationship.

Use x-default for the fallback

hreflang='x-default' tells Google which page to show users whose language/region you don't have a version for. Usually your English or global homepage.

Implement via HTML, HTTP header, or sitemap

Pick one method per URL and be consistent. Sitemap is best for large sites — easier to audit and update programmatically.

Free tools to apply this

FAQ

Does hreflang affect ranking?

Indirectly. It doesn't boost rankings, but it ensures the right localized page ranks in each region, which improves CTR and conversions.

How do I check hreflang is working?

Use the URL Inspection tool in Google Search Console — the 'International Targeting' report shows hreflang errors at scale.

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