International brands have their work cut out for them. Creating a consistent brand experience across multiple continents and for an audience that speaks different languages is no easy task, and the process of translating individual pages from one language to another is time consuming and resource intensive. .
Unfortunately, much of this work can be wasted if the right steps are not taken to help search engines understand how your site has been internationalized.
To help you avoid this, we've put together a "ts " dos and don'ts list to guide your internationalization efforts and ensure your pages are properly indexed. by search engines.
Perform a language specific keyword searchDirect translation of a keyword will not necessarily be whate users search in this language. Rather than just taking the translation at face value, you will be more successful if you look at your options in the Google Keyword Planner to see s There are other phrases or synonyms that are more suitable.
Don't forget to update your locale and language settings in the planner, listed just above the "keyword ideas " field:
Don't index machine translation
Machine translation may be better than nothing when it comes to user experience under certain circumstances, but users should be warned that the translation may not be reliable, and pages that have been automatically translated should be blocked from search engines in the robots.txt file. Machine translations will generally look likeAlso spam for algorithms like Panda and could harm your site 's overall authority.
Use different URLs for different languages
In order to make sure that the Google indexes alternate language versions of each page, you need to make sure that these pages are at different URLs.
Avoid using browser settings and cookies to change content listed at URL to another language. This creates confusion about the content located at this URL.
Since Google's crawlers are usually located in the United States, they will usually only be able to access the United States version of the content, which means the other linguistic content will not be indexed.
Again, Google needs a specific web address to identify a specific piece of content. Although different language versions of a page may convey the sameinformation, they do for different audiences, which means they serve different purposes, and Google needs to see them as separate entities in order to properly connect each audience to the correct page.
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We strongly recommend that you use a prebuilt ecommerce platform like Shopify Plus or Polylang for WordPress to ensure that your method of generating international URLs is consistent and systematic.
Do not canonicalize from one language to another
The canonical tag is intended to indicate to search engines that two or more different URLs represent the same page. This does not always mean that the content is the same, as it could represent alternate pages where the content has been sorted differently, when thematic visuals are different and other minor changes.
Other language versions of a page, however, are not the same page. A user looking for the Dutch version of a page would be very disappointed if they landed on the English version h of the page. For this reason, you should never canonize one alternative language to another, even if the content of each page conveys the same information.
Use "hreflang " for internationalization
You may be wondering how to tell search engines that two pages represent different language versions of the same content if you can't use canonization to do that. Here is what "hreflang " is for which explicitly tells search engines that two or more pages are alternatives to each other.
There are three ways to implement "hreflang", with HTML tags, with HTTP headers and in your sitemap.
1. HTML tags
The implementation of "hreflang" with HTML tags is done in the section, with a code similar to this one:
Page title tag
href ”https://example.com / page1 / english-url "/>
href="https://www.hebergementwebs.com/onsite-referencing-for-international-brands-to-do-and-to/article/614678/"/ ">
href="https://www.hebergementwebs.com/onsite-referencing-for-international-brands-to-do-and-to/article/614678/">
Wherehreflang = "in" indicates to the search engines which 'associated URLhttps: //example.com/page1/english-urlestlaversionalternativean anglaiseedelapage. u>. You can also set hreflang = ”x-default” for a page where the language is not specified.
Each alternative should list all other alternatives, including itself, and all of the links should be the same on every page. The two pages which do not use both hreflangs to reference will not be considered as alternatives. Indeed, the replacements can be located on different locations the domains and the sites of which youNot an owner should not be able to claim to be a replacement for one of your pages.
In addition to a language code, you can add a Country code ISO 3166-1 alpha-2 . For example, for the UK English version of a page, you would use "en-GB" instead of "en". Google advises having at least one version of the page without a country code. You can apply multiple country codes and a country independent hreflang to the same URL.
2. HTTP header
As an alternative to the HTML implementation, your server can send an HTTP link header . The syntax looks like this:
Link:
The rules regarding their use are otherwise the same.
3. Sitemap
Finally, you can use your sitemapXML to define alternatives for each URL. The syntax for this is as follows:
<
rel = "Alternate "
hreflang = "es "
href="https://www.hebergementwebs.com/onsite-referencing-for-international-brands-to-do-and-to/article/614678/”/">
<
rel = "Alternate "
hreflang = "it "
href="https://www.hebergementwebs.com/onsite-referencing-for-international-brands-to-do-and-to/article/614678/">
<
rel = "alternative "
hreflang = "en "
href="https://www.hebergementwebs.com/onsite-referencing-for-international-brands-to-do-and-to/article/614678/" / ">
Note that the English version of the page is listed both in the
Keep in mind that this is not complete. For it to be complete you will also need separate
Don't trust the "lang " attribute or URL
Google explicitly does not use the lang attr ibute, url, or any other code element to determine the language of the page. The language is determined only by the language of the content itself.
Needless to say, this means your page content must be in the correct language. But it also means:
- Main content, navigation and additional content should all be in the same language
- Side-by-side translations should be avoided. Do not show translations on the page, just allow users to switch languages.
- If your site offers some type of machine translation, make sure that this content is not indexable
- Avoid mixing the use of language as far as possible, and if necessary, make sure that the main language of the page dominates the others in substance
Allow users to switch languages
For any warehouseinternational rise, it is a good idea to allow users to switch languages, usually from the main navigation. For example, Amazon allows users to switch languages from the top right corner of the site:
Do not force user to a specific language version of the page based on its location. Automatic redirect prevents both users and search engines from accessing the version of the site they need to access. Google's bots will never able to crawl alternate language versions of a page if they still get redirected to the US version of the site based on their location.
Turning back to Amazon for our example, we are not impossible to access amazon.co.jp, but we have the option to switch to English:
Do not create duplicate content in multiple languages
Although you should not canonize versions in a different language from one page to another, if you are using different URLs for pages intended for locations but the language and content are the same, you must use the canonical tag. For example, if the US and UK versions of a page are the same, one should systematically channel into the other. Use hreflang as shown above to list them as alternatives with the same language but for different locations.
Conclusion
Follow these guidelines to ensure that users in all of your target audiences will be able to find your pages in search results, no matter where they are located or what language they speak.
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