Google may rely less on hreflang and Shift for automatic language detection (Search Off The Record)

In a recent “Search Off The Record” podcast, Google’s Search Relations team discussed moving towards automatic language detection for web pages, potentially reducing the need for manual hreflang annotations.

Key Points from the Discussion (Search Off The Record)

Gary Illyes on Automation: Google analyst Gary Illyes suggested search engines should rely more on automatically learned signals than manual annotations like hreflang. He remarked, “Ultimately, I would like to see fewer annotations, site annotations, and more automatically learned things.”

Current Capabilities: Illyes highlighted that Google’s capabilities for automatic detection have been robust for almost a decade, indicating potential for even greater reliability now.

Hreflang Usage: The podcast noted that only about 9% of websites currently use hreflang annotations on their home pages, possibly influencing Google’s consideration of alternative detection methods.

Manual Overrides: Illyes acknowledged the importance of manual control, stating, “I think we should have overrides,” ensuring website owners can adjust automatic detections when necessary.

 

The Current Status of Hreflang Implementation

The show also discussed the current condition of hreflang use. According to the data mentioned:

Only approximately 9% of websites presently provide hreflang annotations on their home pages.

This low adoption rate might be influencing Google’s consideration of alternative methods for detecting language and regional targeting.

 

The Prospects for Multilingual Search Engine Optimization

While promoting automatic detection, Illyes acknowledged that website owners should have the option to override automatic detections when needed. He said, “I think we should have overrides,” recognizing the need for manual control in some cases.

 

The Future Of Multilingual SEO

Although no official changes have been announced, this discussion offers insight into how Google might approach multilingual and multi-regional websites in the future.

 

What This Means For You

This potential change in Google’s language detection and targeting approach could significantly affect website owners and SEO professionals. It might reduce the technical work of implementing hreflang annotations, especially for large websites with multiple language versions.

 

Important takeaways from this discussion:

1. Continue to follow Google’s current recommendations for integrating hreflang annotations.
2. Focus on creating high-quality, accurately translated multilingual content. This will likely remain important regardless of how Google detects language versions.
3. Be prepared to adjust your SEO strategy if Google moves towards more automatic language detection.
4. When planning or restructuring a multilingual site, consider a clear and logical structure that makes language versions obvious, as this may help with automatic detection.

While automation may increase, understanding international SEO principles will remain valuable for optimizing your global web presence.

Listen to the full podcast episode below:

Click Here To Listen Podcast

Source: searchenginejournal