Module 05 · SEO Services

International and Multilingual SEO Service: Site and hreflang Setup

International and multilingual SEO is the work that carries your site into search results in other languages and other countries. We don't see site translation as simply moving text across; we build it around how the target market searches. That's why we plan the hreflang configuration, language-country mapping and domain strategy together.

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In depth

hreflang and Language-Country Mapping in Multilingual SEO

hreflang work starts with pairing the ISO 639-1 language code correctly with the ISO 3166-1 country code. For the German-speaking market in Switzerland, for example, de-CH and plain de serve different searches. So in an international SEO plan, we choose the market first, then the language and country code.

Each language version must list its own URL in the hreflang set, alongside the other versions. Paired pages must also point to each other, because search engines can ignore a one-way annotation. The x-default tag, in turn, defines which version we open for a visitor whose language preference is unclear. And an hreflang setup that conflicts with the canonical tag leaves the search engine undecided. Likewise, if you use the same language in different countries, each variant needs its own definition. English, for instance, needs two separate hreflang lines for the US and UK versions. That's why our international SEO audits read the language, country and canonical lines together. This keeps the wrong-language page from reaching the wrong user in the first place.

The Domain Decision in International SEO: ccTLD or Subdirectory?

A country extension, meaning a ccTLD such as .de or .fr, sends a strong geographic signal. It also builds the trust of users in that country. But each extension needs its own authority built up, and it makes management heavier.

A subdirectory structure works with folders such as /de/ or /fr/. All language versions then share the existing domain's link authority, and management gets simpler. A subdomain sits in between, because search engines may sometimes treat it as a separate entity. So we don't tie the decision to a single criterion. We look first at the number of markets, then at local competitor habits and your capacity to update content. We then make the chosen structure consistent with hreflang, the sitemap and internal links. Otherwise, language versions can compete with each other in search results. The correct setup for language and country mapping is described in detail in Google's documentation. We base our international SEO framework on these documents as well.

Our International SEO Process

On international SEO projects, we start with the market and move to the tags last. We never break this six-step order, because language, URL and tag decisions depend on one another. That way, no language version goes live in conflict with another.

First, we define the target markets and each market's language together with you.
Next, we run keyword research separately for each language.
Then we choose the URL structure: a ccTLD, a subdirectory or a subdomain.
Based on that, we localize the translation, adapting units of measurement and cultural references.
Before launch, we set up hreflang, x-default, canonical tags and a sitemap for each language.
Finally, we check the meta title, description, alt text and structured data in every language.

As a result, visitors in every market reach the page they're looking for in the right language.

01 Language-country mapping

02 URL structure

03 hreflang

Illustrative graphic. We're drawing the order described above: language-country mapping first, then the URL structure decision, and hreflang annotation last. We chose the codes as examples. We deliberately left out country flags, because a flag doesn't mean a language. We build the mapping with ISO language and country codes. We showed the two URL options with equal weight. After all, the number of markets, local competitor habits and content capacity decide together. The domain names in the address bars are placeholders; we used no brand or platform logos.

For the current price and timeline band, check the pricing section of our SEO Services page — you can pin down the band for your scope in two minutes.

Prepared by: TasarımMania SEO and Content Team · Last updated: 21 October 2026

Sites we've launched in multiple languages

Smile Group

Dental clinic and health tourism

Live · smilegroup.com.tr

Dr. Ramazan Ersoy

Allergy and asthma specialist

Live · drramazanersoy.com.tr

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FAQs

Frequently asked questions: international and multilingual SEO

What is international SEO?

In short, it's the technical and linguistic setup that puts your site in front of users searching in a foreign language. hreflang, URL structure and keyword research per language form its foundation.

Are multilingual SEO and international SEO the same thing?

They're closely related, but their focus differs. Multilingual SEO looks at language versions; international SEO also accounts for different countries that share a language. English, for example, needs separate definitions for the US and UK versions.

What is the hreflang tag, and why does it matter?

This tag tells search engines which language and region a page is meant for. If it's set up incorrectly, language versions compete with each other, and the page can reach the wrong user.

For SEO abroad, should I choose a separate domain or a subdirectory?

It depends on the number of target markets, how you want to distribute authority and your management capacity. A subdirectory shares the existing authority, while a separate extension sends a stronger local signal.

Is machine translation enough for international SEO?

Machine translation delivers a quick draft, but it can produce phrasing that breaks the natural flow. Search engines may treat that text as low-value content. That's why we have an expert review the output.

Should a multilingual sitemap be one file or one per language?

We usually prepare a separate sitemap for each language and combine them in an index file. This lets us set crawl priority language by language.

Which SEO settings are needed after translation?

Alongside the body text, we adapt the meta title, description and image alt text to the target language. We also update the structured data, hreflang and canonical tags to stay consistent with the new version.

Can a Türkiye-based agency run international SEO abroad?

Yes. When we set up the target market's search behaviour, local competitors and language-region configuration correctly, geographic location is no obstacle.

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Details

If you'd like to look before deciding

01
Multilingual Sitemap Structure
We prepare a separate XML sitemap for each language version. Where needed, we repeat the hreflang information at the sitemap level as well. Putting every language in a single sitemap, by contrast, spreads crawl priority inefficiently.
02
Localization vs. Translation
A literal translation keeps the sentence structure and carries the meaning across. Localization also adapts units of measurement, cultural references and search intent to the target market. That's why our international SEO work runs keyword research separately for each language.
03
Technical Checks After Translation
We update the meta title, description, image alt text and structured data fields language by language. We also keep internal links within the same language version. That way, visitors never drift into the wrong language as they browse.

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Let's Talk About Your Multilingual SEO Setup

So let's build your international SEO plan together. First the target markets, then the hreflang structure and domain strategy, all in one plan. We pin down the timing and scope details using the information on our SEO Services page.

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