Google Clarifies: Hreflang Tags Are Helpful Hints, Not Hard Rules
Google’s John Mueller reaffirms that hreflang tags act as recommendations—not strict instructions—and explains how canonicalization affects international SEO visibility.
2 min readHighlights
Hreflang tags are helpful signals, not strict directives.
Canonical tags may override similar regional pages.
Google may group same-language versions under one URL.
Source: Image designed by Martech Scholars using Canva Pro and Photoshop.
Google Reiterates: Hreflang Tags Are Suggestions, Not Guarantees
In a recent conversation on Bluesky, SEO expert Neil McCarthy questioned why his French-Belgian pages (fr-be) were appearing in French (fr-fr) search results—even though hreflang tags were properly implemented.
Google’s Search Advocate John Mueller responded with a reminder:
“Hreflang doesn’t guarantee indexing. If the pages are very similar (like fr-fr and fr-be), one may be selected as canonical.”
This exchange underscores an important yet often misunderstood SEO concept:
hreflang is a hint—not a directive.
So Why Was the Wrong Version Displayed?
Google explained the result matched:
- The search terms
- The language (French)
- And “seemed coherent” despite not being from France
That last bit reveals Google’s behavior: even with hreflang guidance, it may favor what it deems most relevant—even if it’s from a different region.
What’s Going on Under the Hood?
Let’s break it down:
Hreflang = a recommendation, not a requirement
Google uses hreflang tags to understand regional intent—but it can still choose not to follow them based on page similarity, indexing status, or relevance.
Canonical tags can override hreflang
If two pages in the same language are nearly identical, Google might canonize one and ignore the other—even if hreflang suggests otherwise.
Same-language simplification is real
Mueller noted this is often a “same language” issue. Google simplifies its results by grouping similar content. It may serve the correct version to users, but tracking data (like impressions and clicks) will consolidate under the canonical page.
Impact on International SEO Teams
If you rely on hreflang alone to manage multilingual SEO, it’s time for a strategy upgrade. Here’s what you need to do:
Add unique content per region
Localize more than just currency and spelling—use distinct visuals, CTAs, offers, or cultural references.
Check canonical URLs in Search Console
Don’t assume hreflang is doing the job. Confirm which version is considered canonical and indexed.
Use location-based testing
Test with VPNs or location-specific tools to simulate how different audiences see your content.
Regularly audit hreflang setups
Check for syntax issues in your hreflang tags, XML sitemaps, and HTTP headers.
Bottom Line: Hreflang Is a Gentle Nudge, Not a Hammer
Google’s behavior highlights the delicate balance between automation and structure in international SEO. Just because you tag a page for Belgium doesn’t mean Google will always show it there.
To win at international SEO:
- Combine technical accuracy (hreflang, sitemaps, canonical)
- With strategic localization (unique content per market)
- And ongoing monitoring (traffic trends, canonical status, and indexing)
This is the only way to ensure your site appears correctly to the right users in the right countries—and you capture every opportunity to convert.
