Why Hreflang Tags Alone Aren't Enough for International SEO

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When expanding your business internationally, many organizations rely on hreflang tags to differentiate between different language versions of their website. For instance, you might use domain.com/how-to for English and domain.com/como for Spanish. While hreflang tags are valuable, they represent just one aspect of a comprehensive international SEO strategy.

In this article, we'll find how to optimize your global SEO efforts by combining hreflang tags with the right site structure and strategic considerations.

1. Assess Your International Organic Search Performance

Before diving into international SEO, it’s crucial to understand how your website is currently performing in various global markets.

  • Leverage tools such as Google Analytics to track traffic by country.
  • Use Google Search Console or SEO tools like SEMrush to analyze keyword rankings in different regions.
  • Identifying where you’re already ranking well can provide a foundation for expanding your SEO efforts into new markets.

2. Conduct Market-Specific Keyword Research

Once you’ve identified your target regions, the next step is to conduct keyword research tailored to each market:

  • Use tools like Google Keyword Planner and Yandex to find local search terms.
  • Consider local nuances, cultural preferences, and language variations when selecting target keywords.
  • If you’re seeing strong traffic and conversions from certain countries, that indicates you're ready to refine and expand your international SEO approach.

3. Defining Your International Audience Strategy

When defining your international audience strategy, decide whether to target by country or language, or a combination of both. Targeting by country helps address regional preferences, laws, and logistical needs, while targeting by language is efficient for reaching speakers across multiple regions.

Ideally, a hybrid approach that considers both linguistic and cultural factors will work best, as language alone may not capture important cultural differences. 

However, practical constraints like budget or resources may impact your ability to localize fully. The key is to test and refine your approach based on goals, resources, and the markets you're targeting.

4. Structuring Your International Website

The architecture of your website plays a key role in supporting your international SEO efforts. Here are some common structures:

  • Country-Specific Domains (ccTLDs)
    Example: domain.co.uk for the UK.
  • Subdomains
    Example: es.domain.com for Spain.
  • Subdirectories (Recommended)
    Example: domain.com/es/ for Spanish-language content. Subdirectories are a scalable and manageable solution, making them particularly well-suited for businesses with international expansion goals.

5. The Importance of Subdirectories in International SEO

While hreflang tags help search engines understand the language or regional targeting of a page, they lack the organizational clarity needed to effectively support an international SEO strategy. Subdirectories provide several distinct advantages:

  1. Improved SEO Clarity
    Subdirectories, such as domain.com/es/, provide a clear structure that makes it easier for search engines to crawl, index, and rank your content. This improves visibility across international markets.
  2. Enhanced Content Relevance
    On their own, hreflang tags can sometimes cause confusion regarding which version of a page should be prioritized in search results. By using subdirectories, you eliminate ambiguity and create clear signals for search engines about the intended audience (e.g., Spanish speakers in Spain).
  3. Boosting Local Search Rankings
    While hreflang tags are important, they don't guarantee success in local search rankings. A well-organized subdirectory structure signals to search engines that you're focused on specific markets, increasing your chances of ranking higher locally.
  4. Easier Scalability and Management
    As you scale your content across regions and languages, subdirectories make it much easier to manage your website’s international presence. With everything housed under one domain, updates and SEO management become more streamlined compared to managing multiple domain variations.
  5. Mitigating Risks of SEO Penalties
    When transitioning to a subdirectory structure, there may be a temporary dip in rankings. However, with careful implementation, any short-term setbacks are typically outweighed by the long-term SEO advantages, such as improved local rankings and better user engagement.

6. The Long-Term Benefits of Subdirectories

From my experience, businesses that transition to a subdirectory-based international strategy can see a 15-20% improvement in local search rankings within 6 to 12 months. When combined with effective content localization and on-page SEO best practices, this often leads to increased traffic, higher conversion rates, and a stronger overall global presence.

Conclusion

When targeting international markets, it’s not enough to rely on hreflang tags alone. Incorporating a subdirectory structure into your international SEO strategy is essential for enhancing search visibility, delivering region-specific content to the right audience, and setting your business up for scalable growth in new markets. By ensuring clear site organization and a well-targeted approach, you can achieve greater success in international SEO.

FAQS

Is It Better to Use Subdomains or Subdirectories for International SEO?

Ans: Subdirectories are generally preferred for international SEO because they are easier to manage, scalable, and allow all your SEO efforts to be concentrated under one domain. This structure simplifies the maintenance of your site and enhances the effectiveness of your SEO strategy in multiple regions.

Can Hreflang Tags Alone Guarantee Good Local Search Rankings?

Ans: No, while hreflang tags are important for indicating regional or language preferences, they do not guarantee local search ranking success. A well-organized site structure, such as subdirectories, combined with localized content and effective SEO practices, plays a more significant role in achieving higher local rankings.

How Do I Conduct Keyword Research for Different Countries or Languages?

Ans: To conduct keyword research for international markets, use tools like Google Keyword Planner, SEMrush, and Yandex. Focus on local language variations, cultural preferences, and search habits in each country. Always consider local context to ensure the keywords you target resonate with the intended audience.

What Are the Risks of Transitioning to Subdirectories for International SEO?

Ans: While transitioning to subdirectories can result in temporary drops in rankings, these are typically short-lived. If implemented correctly, subdirectories can improve local SEO performance over time, improve user experience, and make it easier to scale your international SEO efforts.

How Long Does It Take to See Results from Implementing Subdirectories for International SEO?

Answer:
It usually takes around 6-12 months to see noticeable improvements in local search rankings and organic traffic after switching to subdirectories. The exact timeline can vary based on the competitiveness of your market, the quality of localized content, and your overall SEO strategy.