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Multilingual

A website in three languages, built properly

Translating is the easy part. What decides whether it works at all is the URL structure and four tags almost nobody sets completely.

The short answer

Each language needs its own permanent URL — /servicios/, /ca/serveis/, /en/services/ — and each of those has to declare the other two with hreflang tags, including itself, plus an x-default saying which is the fallback. Translate the URLs too, not just the text. And never, under any circumstances, switch language with JavaScript without changing the URL: that makes all three versions one page to a search engine, and two of your three languages stop existing.

URLs first

There are three valid ways to separate languages: separate domains, subdomains, or folders. For a small business, folders, almost always: one property, one accumulated authority, and no certificates or DNS in triplicate.

What matters is that changing language changes the URL. If your site shows English without the address changing, Google sees a single page and will never show the English version to somebody searching in English, because as far as it is concerned there is no English version.

And translate the slug as well. /ca/serveis/ ranks in Catalan where /ca/services/ does not, because the word in the title and the word in the URL is the one people actually type.

  • Folders per language: /, /ca/, /en/
  • A permanent URL per language per page
  • Translated slugs, not just translated text
  • Never change language without changing the URL

hreflang, and the three mistakes that void it

Each version of a page declares every version of that page, itself included. Three languages means four tags per page: the three versions plus x-default. When they are missing, Google does what it can, which usually means picking one and burying the others.

The first mistake is not including itself. The second is non-reciprocal declarations: if the Spanish page points at the Catalan one but the Catalan one does not point back, the whole declaration is ignored. The third is pointing at a page that redirects or carries a canonical to somewhere else: also ignored.

And the most forgotten detail: the sitemap has to say exactly what the head says. Two sources that contradict each other are not half a signal; they are none.

What to translate and what not to

A trilingual site does not need everything to exist in all three. What you sell and how to reach you, yes. A guide written about Spanish regulation probably makes no sense in English beyond a summary.

What has to be avoided is machine translation published unreviewed. Google does not penalise machine translation as such, but it does treat unsupervised published output as low quality, and your customers notice anyway. A page in odd Spanish makes a worse impression than a page only in English.

One local note: in Catalonia, Catalan is not a courtesy. There is regional consumer legislation affecting customer service, and a large share of the public simply expects to find it.

How to check it is right

Open the source of one page in each language and count the alternate tags: there should be four on all three, and the same four on all three. Then open the sitemap and check it says the same thing.

Finally, look in Search Console for hreflang errors, which is usually where you discover somebody added a Spanish page and forgot the other two. That is the most common failure and the one that accumulates most quietly.

Where the figures come from

Keep reading

Common questions

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Are three languages duplicate content?

No, provided the versions are correctly declared with hreflang. The duplicate content Google worries about is the same text in the same language at several addresses, not a translation.

Can I use machine translation and publish it?

You can, and for a large catalogue it is sometimes the only realistic option. What you should not do is publish it without a person reading it. At minimum the pages that sell — home, services, pricing, contact — deserve reviewed translation.

What if I have no English-speaking audience?

Then do not build it. Three badly maintained languages are worse than one done well. The question is where your customers come from, not how many flags fit in the menu.

Should I detect the browser language and redirect?

Better not to redirect automatically. Suggest the language with a dismissible notice and let the person choose. An automatic redirect stops a crawler seeing the other versions, and it irritates anybody travelling.

All three languages as standard

In our retail package and above: Catalan, Spanish and English with complete hreflang and translated slugs. Not an extra billed separately.

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