Managing a multilingual website involves more than just translating content—it requires a strategic approach to ensure that each language version is properly indexed and ranked by search engines. One of the best practices for handling multilingual content is using separate URLs for each language version. This approach helps search engines understand that each version is unique, even if the content is similar, and prevents issues like duplicate content penalties.

In this article, we’ll explore why using separate URLs for each language version is essential, the different methods you can use to structure these URLs, and best practices for optimizing multilingual websites.

Why Separate URLs Matter for Multilingual SEO

Search engines like Google need clear signals to differentiate between the language versions of a page. Without distinct URLs, search engines might confuse different language versions as duplicate content, which can hurt your rankings.

By using separate URLs for each language version, you:

1. Provide Clarity to Search Engines: Separate URLs help search engines understand that each language version is unique and targeted at a specific audience.
2. Improve User Experience: Visitors can easily find content in their preferred language based on the URL structure, enhancing navigation and usability.
3. Enable Better Tracking: Separate URLs allow for more accurate tracking of traffic, engagement, and conversions for each language version, enabling you to optimize your strategies for different regions.

Common URL Structures for Multilingual Websites

There are three common methods for structuring URLs for multilingual websites. Each approach has its advantages, and the choice depends on your goals, resources, and target audience.

1. Subdirectories

Subdirectories place each language version in a separate folder under the main domain. For example:

• example.com/en/ for English
• example.com/fr/ for French

Benefits:

• Simple Management: It’s easier to manage and maintain content within the same domain.
• SEO Benefits: Subdirectories benefit from the SEO authority of the main domain.

Best for: Smaller multilingual websites or those looking to consolidate authority under one domain.

2. Subdomains

Subdomains treat each language version as a separate site under the main domain. For example:

• en.example.com for English
• fr.example.com for French

Benefits:

• Clear Segmentation: Subdomains provide a clear distinction between different language versions.
• Geographical Targeting: Search engines may see each subdomain as regionally targeted, improving local SEO efforts.

Best for: Larger websites with distinct language versions or websites targeting specific countries.

3. Country Code Top-Level Domains (ccTLDs)

ccTLDs are country-specific domain extensions, such as .fr for France or .cn for China. For example:

• example.fr for France
• example.cn for China

Benefits:

• Local Relevance: ccTLDs signal to search engines and users that the website is specifically intended for a particular country or region.
• Stronger Local Rankings: ccTLDs often perform better in local search results.

Best for: Companies with strong local presence in multiple countries and the resources to manage separate domains.

Best Practices for Using Separate URLs for Multilingual Websites

1. Ensure Consistency Across All Language Versions

Whether you use subdirectories, subdomains, or ccTLDs, consistency in URL structure is essential. Each language version of a page should have a consistent URL pattern to make it easier for search engines to crawl and index.

For example:

• example.com/en/product-page for English
• example.com/fr/product-page for French

This consistent structure simplifies SEO efforts, makes content easier to manage, and helps search engines identify the relationships between different language versions.

2. Implement Hreflang Tags

Hreflang tags are essential for managing multilingual websites with separate URLs. These tags tell search engines which language and region each URL targets, ensuring that the correct version of your page is served to users based on their location and language preferences.

For example, for a French and English version of a page, the hreflang tags would look like this:

<link rel="alternate" href="https://www.example.com/en/product-page" hreflang="en" />
<link rel="alternate" href="https://www.example.com/fr/product-page" hreflang="fr" />

This approach helps prevent search engines from confusing different language versions of the same page and ensures that the right version is shown to the right audience.

3. Use Canonical Tags Properly

Each language version should have a self-referencing canonical tag to indicate that it is the primary version of that page for the specific language. This helps search engines understand that the page is unique and should be indexed separately.

For example, the canonical tag for the English version would be:

<link rel="canonical" href="https://www.example.com/en/product-page" />

And for the French version:

<link rel="canonical" href="https://www.example.com/fr/product-page" />

4. Optimize for Local Search Engines

In addition to Google, consider optimizing for local search engines like Baidu, Yandex, or Naver, depending on your target market. This may involve additional localization efforts, such as using country-specific hosting, optimizing for local keywords, or complying with local content regulations.

For help with local SEO strategies, Web Zodiac’s Enterprise SEO Services can assist with creating a targeted plan for international markets.

5. Avoid Geo-Redirects

Automatic geo-redirects based on the user’s location can cause issues with indexing and crawlability for search engines. Instead of automatically redirecting users to a particular language version, provide users with the option to select their preferred language via a language selector.

This approach improves the user experience and ensures that all language versions of your website are accessible to search engines.

Case Study: Implementing Separate URLs for a Global Retailer

A global retail brand sought to expand its reach into multiple international markets by offering localized content in several languages, including English, Spanish, French, and German. Initially, they used a single domain with automatic geo-redirects, which caused significant issues with search engine indexing.

After switching to a subdirectory structure (example.com/en/, example.com/es/, etc.), the brand saw marked improvements in organic search traffic. Each language version was properly indexed, and the brand implemented hreflang tags to further boost search engine visibility. Within six months, the company saw a 30% increase in traffic from non-English-speaking markets, contributing to higher conversion rates and sales.

Conclusion

Using separate URLs for each language version of your website is essential for avoiding duplicate content issues, improving search engine visibility, and enhancing user experience. By implementing consistent URL structures, optimizing for local search engines, and correctly using hreflang and canonical tags, you can ensure that your multilingual website performs well across all markets.

Whether you’re using subdirectories, subdomains, or ccTLDs, it’s crucial to manage your multilingual site carefully to achieve the best possible SEO results. For businesses looking to expand globally, Web Zodiac’s SEO Services can provide expert guidance, including white-label SEO services for agencies and enterprise SEO services for larger organizations.

By following these best practices, your multilingual website will be better positioned to succeed in international markets, delivering targeted content to users in their preferred language and improving your overall SEO performance.