SEO and GEO

Your country pages compete against each other instead of against the competition

The technical markup is the smaller part, but it has to be right. Google names three equally valid ways of flagging localized versions: HTML tags in the head, HTTP headers and entries in the XML sitemap g-hreflang. Every language version must list itself and all others, with fully qualified URLs g-hreflang. The language code follows ISO 639-1, optionally extended by a region per ISO 3166-1 Alpha 2; a country code on its own is not permitted g-hreflang.

What we do: We prioritise markets before anything is built, choose one annotation method, check reciprocity automatically and research demand per market; your country pages compete with competitors instead of with each other.

By Raymond Eiber, Organic Search Channel Lead

Last updated on 5 October 2026

What it is about and when it becomes relevant

The technical foundation

Google accepts HTML tags, HTTP headers and sitemap entries and leaves the choice to you g-hreflang. Reciprocal annotations are mandatory: every version lists itself and all others g-hreflang. The reserved value x-default applies when no language or region matches the browser setting g-hreflang.

The actual decision

More important than the markup is the question of how many markets you really want to serve, and at what depth. A translated page without its own demand analysis competes with the source language and wins in no market.

When it becomes relevant

When entering a new market, with every consolidation of country pages, and whenever the performance report shows several of your own pages for the same query.

Common mistakes and how you spot them

One-sided annotations

How you spot itThe German page points to the English one, but not the other way round. Google requires every version to list all others and itself g-hreflang.

Relative URLs in the markup

How you spot itThe addresses given start without a protocol. Alternate URLs must be fully qualified, including http or https g-hreflang.

Country code without a language

How you spot itThe markup carries only the region. The first code stands for the language; a country code on its own is not permitted g-hreflang.

Translation instead of demand analysis

How you spot itThe target pages are translated word for word, but the markets search differently. Impressions stay low although the markup is correct.

How we go about it

Prioritize markets before building
We settle which markets deserve their own content and which do not for now. Fewer markets with real depth beat many with a translated surface.
Pick one annotation route
HTML, HTTP header or sitemap, but only one, implemented consistently g-hreflang. Several routes in parallel lead to contradictions nobody resolves anymore.
Check reciprocity automatically
We check all annotations by machine for reciprocity and fully qualified addresses g-hreflang, instead of sampling.
Collect real demand per market
For every market we start with the real queries, not with a translation of the German list.

Frequently asked questions

Which methods exist for hreflang?

HTML tags in the head, HTTP headers and entries in the XML sitemap. Google names all three as equally valid and leaves the choice to you g-hreflang.

Does every language version have to list all others?

Yes. Every language version must list itself and all others g-hreflang.

What is x-default for?

For the case that no other language or region matches the user's browser setting g-hreflang.

Is a translation enough for a new market?

Technically yes, commercially rarely. Every market searches differently, and a translated page without its own demand analysis ends up competing with the original.

Is this exactly where you are stuck?

Write to us about where it is stuck. Raymond Eiber and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.

Book a meeting

Sources

Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.