Hreflang is an HTML or sitemap annotation that tells search engines which equivalent page version targets a language and optional region.
Meaning and scope
Hreflang is an annotation for equivalent or closely corresponding pages that serve different languages or language–region audiences. Google can read it in HTML links, HTTP headers for non-HTML content, or a sitemap. It helps Google choose an appropriate version in search; it does not translate content, replace canonicalization or create a regional market strategy.
How to inspect it
Build a reciprocal matrix. For each URL, check the final canonical page, its declared language, every alternate target and the return link from each target. A code can be syntactically valid while the target redirects, returns an error, uses a different canonical, or is not a genuine equivalent. Check the rendered output, not just the CMS record.
- Decide which pages are genuine equivalents and which are distinct products or editorial pages.
- Use valid language codes and add a region only when the regional distinction is real.
- Put the same complete alternate set, including self-reference, on every equivalent URL.
- Keep each target final, indexable and canonical to itself unless a documented exception applies.
- Validate the reciprocal set after launches, redirects and sitemap changes.
Practical decisions
Separate language choice from automatic geolocation. A visitor should be able to reach and switch to a version without being trapped in a redirect. If an x-default URL is useful, choose a neutral selector or fallback page deliberately. Store the mapping in one maintained source so HTML and sitemap declarations do not diverge.
Limits and mistakes
Hreflang is a signal, not a guarantee that every searcher sees a chosen page. It cannot repair near-duplicate pages with no meaningful language difference, incorrect regional targeting or a poor canonical setup. Do not add every country code to one English page simply to seek visibility.