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Emily Mace
OBAN INTERNATIONAL
Diagnosing issues with Hreflang tags in sitemaps
and on page
@IAmTheLaserHawk @ObanIntl
http...
Hreflang tags –
when it all goes
terribly wrong!
2
@IAmTheLaserHawk | obaninternational.com3
Targeting content by country
@IAmTheLaserHawk | obaninternational.com4
You aren’t the only one’s asking
Rand Fishkin
@randfish
@IAmTheLaserHawk | obaninternational.com5
Or finding it hard…
John Mueller
@johnmu
@IAmTheLaserHawk | obaninternational.com6
And we’ve all seen it go wrong…
Your UK site ranks
EVERYWHERE
But….
Your German ...
What could possibly go wrong?
7
@IAmTheLaserHawk | obaninternational.com8
So what might go wrong?
There’s really only a
few things to get
wrong
But they c...
@IAmTheLaserHawk | obaninternational.com9
Conflicts in your tags
Canonicals must
match
And messages on each
language site ...
@IAmTheLaserHawk | obaninternational.com10
Return to sender…
URLs must
reciprocally link
for fear of
No Return errors
from...
@IAmTheLaserHawk | obaninternational.com11
Broken, redirecting, wrong
Links in Hreflang tags
should be live
Avoid redirect...
@IAmTheLaserHawk | obaninternational.com12
Having communication issues
There’s so many ways
this can happen
Incorrect comb...
@IAmTheLaserHawk | obaninternational.com13
The Star Wars error *
Targeting Austria with
the combination
AT-AT
Austrian bei...
@IAmTheLaserHawk | obaninternational.com14
Same, same but different…
Japan has
different language
and country codes
(JA-JP...
@IAmTheLaserHawk | obaninternational.com15
I’m not sure so I’ll make it up…
I don’t know how to
target my Global
English s...
@IAmTheLaserHawk | obaninternational.com16
The EU issue
@IAmTheLaserHawk | obaninternational.com17
The EU issue
No,
not that one!
@IAmTheLaserHawk | obaninternational.com18
The EU issue
Targeting your EU site in English to
EVERY EU country individually...
@IAmTheLaserHawk | obaninternational.com19
Remember!
Each individual URL can only be targeted
to ONE language and country ...
@IAmTheLaserHawk | obaninternational.com20
The other EU issue
@IAmTheLaserHawk | obaninternational.com21
Code reminder: on page
<link rel="alternate" href="http://example.com/en-ie"
hr...
@IAmTheLaserHawk | obaninternational.com22
Code reminder: sitemap
<url>
<loc>http://www.example.com/english/
</loc>
<xhtml...
@IAmTheLaserHawk | obaninternational.com23
One final place errors occur
The Emily rant:
@IAmTheLaserHawk | obaninternational.com
The Emily rant:
IP SERVING:
JUST SAY NO!!!
24
One final place errors occur
Sitemaps or on
page?
How do I choose?
25
@IAmTheLaserHawk | obaninternational.com26
Simple guideline…
Sitemap
•Ecommerce
•Large sites
•Regularly updated sites
On p...
@IAmTheLaserHawk | obaninternational.com27
But this is SEO….
There’s no silver
bullet here…
Consider how your
site set up ...
How the hell do I
diagnose the issues
though?
28
@IAmTheLaserHawk | obaninternational.com29
But wait… do I even need to do this?
Google says
it fixes things
for me, so
why...
@IAmTheLaserHawk | obaninternational.com30
Where are issues occurring?
Use ranking information to see which
site is compet...
@IAmTheLaserHawk | obaninternational.com31
Check domains in each country
@IAmTheLaserHawk | obaninternational.com32
Where are issues occurring?
Traffic from the wrong country in Analytics
@IAmTheLaserHawk | obaninternational.com33
Let’s spot check code
Sense check those
language and country
codes – ensure the...
@IAmTheLaserHawk | obaninternational.com34
Let’s spot check code, again…
Does the link agree with
the canonical tag?
Are t...
@IAmTheLaserHawk | obaninternational.com35
Let’s spot check our sitemap
Does every page have
Hreflang tags
In all sitemaps...
@IAmTheLaserHawk | obaninternational.com36
Sitemap 101 – the refresh
I don’t need to say this but….
Live pages? No redirec...
@IAmTheLaserHawk | obaninternational.com37
What do your tools show?
Errors from Google
Search Console
Download data…we’ll
...
@IAmTheLaserHawk | obaninternational.com38
Don’t forget Screaming Frog…
Easily pull off data
about missing, non
canonical,...
@IAmTheLaserHawk | obaninternational.com39
We’re SEOs – let’s Excel!!!
Because data
Vlookup or Match are
your friends, cro...
@IAmTheLaserHawk | obaninternational.com40
Setting up your Excel playground
Crawl all the sites and set up a tab for each
...
@IAmTheLaserHawk | obaninternational.com41
Excel playground fun
@IAmTheLaserHawk | obaninternational.com42
Let data comparison commence
Check to see if all pages have a Hreflang
tag – hi...
@IAmTheLaserHawk | obaninternational.com43
Correcting issues
Easiest fix is one which gets your devs on
board
We find simp...
@IAmTheLaserHawk | obaninternational.com44
Simple mapping
If you are ecommerce, mapping can be
simple – URLs with SKUs in ...
@IAmTheLaserHawk | obaninternational.com45
Less simple mapping
Sadly, it’s manual!
@IAmTheLaserHawk | obaninternational.com46
Get it right for great things
Thanks!
@IAmTheLaserHawk
47
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Hreflang Tags - Brighton SEO April 2018 - Emily Mace

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Diagnosing issues with Hreflang tags in sitemaps and on-page by Emily Mace (@IAmTheLaserHawk)

Veröffentlicht in: Marketing
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Hreflang Tags - Brighton SEO April 2018 - Emily Mace

  1. 1. Emily Mace OBAN INTERNATIONAL Diagnosing issues with Hreflang tags in sitemaps and on page @IAmTheLaserHawk @ObanIntl http://www.slideshare.net/Oban-IDForum
  2. 2. Hreflang tags – when it all goes terribly wrong! 2
  3. 3. @IAmTheLaserHawk | obaninternational.com3 Targeting content by country
  4. 4. @IAmTheLaserHawk | obaninternational.com4 You aren’t the only one’s asking Rand Fishkin @randfish
  5. 5. @IAmTheLaserHawk | obaninternational.com5 Or finding it hard… John Mueller @johnmu
  6. 6. @IAmTheLaserHawk | obaninternational.com6 And we’ve all seen it go wrong… Your UK site ranks EVERYWHERE But…. Your German site ranks in Norway…
  7. 7. What could possibly go wrong? 7
  8. 8. @IAmTheLaserHawk | obaninternational.com8 So what might go wrong? There’s really only a few things to get wrong But they can go wrong quickly…
  9. 9. @IAmTheLaserHawk | obaninternational.com9 Conflicts in your tags Canonicals must match And messages on each language site must be the same too
  10. 10. @IAmTheLaserHawk | obaninternational.com10 Return to sender… URLs must reciprocally link for fear of No Return errors from Google
  11. 11. @IAmTheLaserHawk | obaninternational.com11 Broken, redirecting, wrong Links in Hreflang tags should be live Avoid redirects on translated URLS
  12. 12. @IAmTheLaserHawk | obaninternational.com12 Having communication issues There’s so many ways this can happen Incorrect combinations of languages and countries and made up codes are the most common….
  13. 13. @IAmTheLaserHawk | obaninternational.com13 The Star Wars error * Targeting Austria with the combination AT-AT Austrian being a language *It’s the Emily LEGO slide!
  14. 14. @IAmTheLaserHawk | obaninternational.com14 Same, same but different… Japan has different language and country codes (JA-JP) So does Sweden (SV-SE)….
  15. 15. @IAmTheLaserHawk | obaninternational.com15 I’m not sure so I’ll make it up… I don’t know how to target my Global English site I know: EN-WW Worldwide is a country, right?
  16. 16. @IAmTheLaserHawk | obaninternational.com16 The EU issue
  17. 17. @IAmTheLaserHawk | obaninternational.com17 The EU issue No, not that one!
  18. 18. @IAmTheLaserHawk | obaninternational.com18 The EU issue Targeting your EU site in English to EVERY EU country individually….
  19. 19. @IAmTheLaserHawk | obaninternational.com19 Remember! Each individual URL can only be targeted to ONE language and country – multiple targets for the same page look fake!
  20. 20. @IAmTheLaserHawk | obaninternational.com20 The other EU issue
  21. 21. @IAmTheLaserHawk | obaninternational.com21 Code reminder: on page <link rel="alternate" href="http://example.com/en-ie" hreflang="en-ie" /> <link rel="alternate" href="http://example.com/en-ca" hreflang="en-ca" /> <link rel="alternate" href="http://example.com/en-au" hreflang="en-au" /> <link rel="alternate" href="http://example.com/en" hreflang="en" />
  22. 22. @IAmTheLaserHawk | obaninternational.com22 Code reminder: sitemap <url> <loc>http://www.example.com/english/ </loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch /" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/sch weiz-deutsch/" />
  23. 23. @IAmTheLaserHawk | obaninternational.com23 One final place errors occur The Emily rant:
  24. 24. @IAmTheLaserHawk | obaninternational.com The Emily rant: IP SERVING: JUST SAY NO!!! 24 One final place errors occur
  25. 25. Sitemaps or on page? How do I choose? 25
  26. 26. @IAmTheLaserHawk | obaninternational.com26 Simple guideline… Sitemap •Ecommerce •Large sites •Regularly updated sites On page •Everyone else
  27. 27. @IAmTheLaserHawk | obaninternational.com27 But this is SEO…. There’s no silver bullet here… Consider how your site set up works and talk to your devs
  28. 28. How the hell do I diagnose the issues though? 28
  29. 29. @IAmTheLaserHawk | obaninternational.com29 But wait… do I even need to do this? Google says it fixes things for me, so why bother?
  30. 30. @IAmTheLaserHawk | obaninternational.com30 Where are issues occurring? Use ranking information to see which site is competing against which is awesome for this
  31. 31. @IAmTheLaserHawk | obaninternational.com31 Check domains in each country
  32. 32. @IAmTheLaserHawk | obaninternational.com32 Where are issues occurring? Traffic from the wrong country in Analytics
  33. 33. @IAmTheLaserHawk | obaninternational.com33 Let’s spot check code Sense check those language and country codes – ensure there’s no made up combinations… Make sure the self referencing link is there too
  34. 34. @IAmTheLaserHawk | obaninternational.com34 Let’s spot check code, again… Does the link agree with the canonical tag? Are the Hreflang tags in the right place?
  35. 35. @IAmTheLaserHawk | obaninternational.com35 Let’s spot check our sitemap Does every page have Hreflang tags In all sitemaps Including self referencing tag? Check all the same elements here too
  36. 36. @IAmTheLaserHawk | obaninternational.com36 Sitemap 101 – the refresh I don’t need to say this but…. Live pages? No redirects? Nothing blocked by robots.txt You know the drill…
  37. 37. @IAmTheLaserHawk | obaninternational.com37 What do your tools show? Errors from Google Search Console Download data…we’ll need it later…
  38. 38. @IAmTheLaserHawk | obaninternational.com38 Don’t forget Screaming Frog… Easily pull off data about missing, non canonical, incorrect language codes etc… Missing Non Canonical Wrong Country
  39. 39. @IAmTheLaserHawk | obaninternational.com39 We’re SEOs – let’s Excel!!! Because data Vlookup or Match are your friends, cross checking what works and what doesn’t…
  40. 40. @IAmTheLaserHawk | obaninternational.com40 Setting up your Excel playground Crawl all the sites and set up a tab for each crawl – copy internal All for each site here Download Hreflang tag tab from Screaming Frog and create a new tag for the hreflangs for each country Add data from GSC and Hreflang tag errors in SF
  41. 41. @IAmTheLaserHawk | obaninternational.com41 Excel playground fun
  42. 42. @IAmTheLaserHawk | obaninternational.com42 Let data comparison commence Check to see if all pages have a Hreflang tag – highlight what’s missing Are all Hreflang tags the same? Highlight what’s different
  43. 43. @IAmTheLaserHawk | obaninternational.com43 Correcting issues Easiest fix is one which gets your devs on board We find simple code examples work best Take our your datacrunching… Just show the result!
  44. 44. @IAmTheLaserHawk | obaninternational.com44 Simple mapping If you are ecommerce, mapping can be simple – URLs with SKUs in are your friend
  45. 45. @IAmTheLaserHawk | obaninternational.com45 Less simple mapping Sadly, it’s manual!
  46. 46. @IAmTheLaserHawk | obaninternational.com46 Get it right for great things
  47. 47. Thanks! @IAmTheLaserHawk 47

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