Multilingual SEO
Multilingual SEO for adult websites, one structure for every language
Multilingual SEO for adult websites makes sure each language version of a lawful adult site can be found by the people it was made for. That means a sensible URL structure, hreflang that search engines can trust, keywords researched in each language, and letting visitors choose their version rather than forcing them.
- /fr/subfolder
- .decountry
- es.subdomain
- x-deffallback
- /it/subfolder
Choosing a URL structure
Google's guidance on multi-regional and multilingual sites sets out the options and their trade-offs. There is no single right answer; there is a right answer for your budget, markets and team.
| Option | Example | In its favour | Against it |
|---|---|---|---|
| Country domain | example.de | Clearest signal for one country | Costs more, more to run, strict rules in some countries |
| Subdomain | de.example.com | Easy to set up; can use separate servers | Visitors may not read it as a country or language |
| Subfolder | example.com/de/ | Easiest to run; one site, one host | Visitors may not read it as a country |
| URL parameter | example.com?loc=de | None worth having | Not recommended by Google |
Google also advises against automatically redirecting visitors between language versions, since that can stop both people and crawlers seeing every version. The detail is in our journal entry on international site structure.
What the work covers
- StructureChoose one pattern and apply it everywhere
- HreflangEach version points to all its counterparts, and to itself
- KeywordsResearched natively in each language, never translated from English
- SwitchingVisible links to other versions, no forced redirects
- MeasurementSearch Console views for each version, so problems show early
Keyword research in each language is explained in our entry on multilingual keyword research; turning pages into native-quality copy is covered under content localisation.
Not on the itinerary
- Near-identical pages for every country just to catch searches
- Showing crawlers a language or version visitors never see
- Routing visitors round a country's age checks or blocks
- Work for escort or paid sexual services
Hreflang without the usual mistakes
- Every language version lists itself and all its alternatives, so the set is complete on every page.
- Links are reciprocal: if the French page points to the German one, the German page points back.
- Codes are valid: language first, region optional, such as fr, fr-BE or de-AT, never a country on its own.
- An x-default points to the page for visitors whose language you do not serve, usually a language chooser or the English version.
- Each page's canonical tag points to itself, not to another language version.
Most hreflang problems we find come from one of these five. They are easy to test across a whole site with a crawler, and the full method is in our hreflang guide.
Why automatic redirects backfire
Redirecting visitors to a language version based on their IP address or browser setting seems helpful, but it causes two problems. Google's crawler mostly visits from the United States, so automatic redirects can hide the other versions from it entirely. And travellers, expatriates and people using a VPN end up on a version they cannot read or did not want. Google recommends letting people choose, with a clear language switcher on every page and, at most, a gentle suggestion banner. We set that up, and we check that every version can be reached by a crawler starting from any other.
Search engines beyond Google
Across most of Europe, Google carries the bulk of search traffic, with Bing a smaller second. A few markets differ: in Czechia, the local engine Seznam still matters, and some audiences use privacy-focused engines that draw on Bing's index. Before entering a market, we check which engines its searchers use and make sure the site is registered with each one's webmaster tools where they exist, with sitemaps submitted per language.
Linking languages and markets together
Each language version needs its own internal links: menus, breadcrumbs and related links that stay within that language, so search engines can find every page from its own home page. The language switcher links each page to its twin, not to the other home page. Sitemaps are split by language, so each version's indexed share shows up on its own line in Search Console. We also check that no English links leak into translated pages, a common cause of visitors and crawlers drifting back to the original site.
Keyword research in every language
Translating your English keyword list produces words few people search. Each language needs its own research, starting from how local shoppers describe the products, which terms they use for materials and features, and which questions they ask. Search volume, competition and even the types of pages that rank differ from market to market. We research each language with a native speaker, compare the results with your English plan, and adjust page titles, headings and category names accordingly. The method is set out in our guide to multilingual keyword research.
Search Console for every version
Set up a Search Console property for each language folder or domain, and submit its sitemap there. Seeing each version separately shows how many of its pages are indexed, which searches bring visitors and where errors sit. Combined data hides problems: a healthy English version can mask a French version that is barely indexed. We check each property monthly and report the differences, which are often the first sign that hreflang or internal links need attention.
When a version goes missing from search
If one language version suddenly loses visibility, check three things in order: whether its pages still return normally and are not blocked, whether hreflang and canonical tags still point the right way after any recent release, and whether the language switcher and internal links still reach it. Most cases trace back to a template change, a translation plugin update or a new caching rule that affected one language only. Because each version has its own sitemap and Search Console property, the problem usually shows within days, if someone is looking.
Duplicate content between similar languages
Versions for countries that share a language, such as German for Germany and Austria or French for France and Belgium, often look almost identical. Google can handle that when hreflang marks them as regional alternatives, but pages that differ only in a currency symbol add little. Where you serve several countries in one language, either keep one version with clear delivery and price notes for each country, or make the regional versions genuinely different in prices, delivery, payment and legal details. Our guide to multilingual duplication explains when each approach fits.
How long it takes
Expect Google to find a fresh language folder within weeks, then take a season or so to decide where its pages belong. In that time, finished core pages and steady internal links count for more than any trick, and comparing month three with month one tells you more than checking daily.
How results are counted
For each language version: pages submitted and indexed, impressions and clicks from search, hreflang errors found and fixed, and the share of visitors who arrive on the right language. We report per market and per month, so slow starts are seen in context. Plans are on pricing, and structure decisions are explained in our guide to international site structure.
Questions
Subfolders, subdomains or country domains?
Each works. Google lists the trade-offs: country domains signal a market most clearly but cost more to run; subfolders are simplest; subdomains sit in between. URL parameters are not recommended.
Do we need hreflang?
If you have the same page in more than one language or region, yes. It tells search engines which version to show to whom.
Will geo meta tags help?
No. Google says it ignores location meta tags such as geo.position; use URL structure and hreflang instead.
Can one language version rank in several countries?
Yes. A single French version can serve France, Belgium and Switzerland, unless prices, delivery or rules differ enough to need separate versions.
Should we redirect visitors to their language automatically?
No. Google mostly crawls from the United States, so automatic redirects can hide other versions from it, and they frustrate travellers and VPN users. Offer a clear language switcher instead.
Free market review
Before you go abroad, see where you stand
Tell us which countries and languages you have in mind. We look at your site's structure, language signals and the rules in each market, then reply with a written plan for the first market. There is no charge and no commitment.
Request a free market review