BrisTechTonic is a Bristol SEO agency that helps UK businesses get found on Google, the local map pack and the AI assistants they now ask, like ChatGPT and Perplexity. Hreflang is a small piece of code that tells Google which language and country a page is meant for, so the right version reaches the right person. It only works if every page in a set points to every other version, including itself, using the correct codes, and each of those links points back. If any of those links, codes or duplicate-page settings disagree, Google ignores all of it and picks a page for you. We set it up around the ways it usually goes wrong, then check it is actually working rather than trusting that a plugin did it right.
Hreflang is the small piece of code that decides which version of a page someone in a given country or language actually sees. It sits under every site that sells in more than one market: it tells Google your German page is for German speakers, your UK page is for the UK and your US page is for the States, so the right one shows up instead of two near-identical pages competing. Get it right and each market reaches its own audience. Get it wrong and Google ignores what you meant and shows whichever page it prefers, which is rarely the one you wanted.
Read the full detail →
It matters because when it breaks, nothing tells you. Hreflang does not show an error. A missing link, a wrong country code, or a clash with your duplicate-page settings never appears as a warning, it just sends customers to the wrong country's page or splits your ranking strength across pages that should stand on their own. If you have already paid to translate and host pages for several countries, broken hreflang means that money reaches the wrong people or nobody, and it just looks like weak rankings abroad rather than a specific fault you can fix.
We treat hreflang as careful hands-on work, not a plugin you switch on. Most of the damage is in the small details: every link has to be there, the codes have to be exact, the duplicate-page settings have to agree, and each page has to point back. We build the full set the right way for your site, wherever it needs to live, and then check it against Google Search Console and a site scan rather than assume a plugin did the job. It takes experience because the mistakes are easy to miss and a tool can say pass on the page while Google still reads it as broken.
People buy in their own language, not yours.
These are industry figures, not our own results, and we do not invent numbers. Getting the market structure, language and signals right decides whether you rank abroad at all. No outcome is ever guaranteed.
Hreflang, broken down.
Reciprocity and return tags →
Every page has to point to every other language version and to itself, and each of those has to point back. A single missing link makes Google throw the whole thing out, so we build and check the complete set rather than part of it.
Language and region codes
Language and country each have official codes that combine as things like en-GB or de-AT. The usual mistakes, like en-UK, a country where you meant a language, or a code that does not exist, quietly break the whole set. We get them exactly right.
Choosing the delivery method →
Hreflang can be added in a few different places on a site, and each suits a different setup. We pick the one that fits your platform and size, because for large sites a central list is often the easiest to keep tidy.
Canonical and hreflang agreement
Your language links and your duplicate-page settings must not contradict each other. A page that tells Google its main version is elsewhere while its language links point to itself is giving two conflicting instructions, and Google settles it by ignoring your language setup completely.
The x-default fallback
There is a fallback setting that names the page to show when someone does not match any of your languages or countries, usually a global page or a language-picker. Used well it catches the people your specific versions do not, instead of leaving Google to guess.
Validation and ongoing drift →
Sites change, pages get added, redirects creep in, and hreflang slowly breaks. We keep checking it in Google Search Console and with a regular site scan, so problems show up early instead of after a whole country has quietly dropped out of search.
More on hreflang.
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What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
“We've been working closely with Chris, Hannah and the team for over 12 months now. As a small company with ambitious growth plans, it was incredibly important that we made the right choice on who to trust with our SEO. 18 months later, we're totally thrilled with our experience so far and our growing online presence within our market. We'd happily recommend BTT and their services to other SMEs. Drop them an enquiry!”
Real people on your account, not a faceless agency.
You work directly with the senior people who do the work, a small Bristol team you will actually get to know, not a call centre or an account manager relaying messages.
Meet the team →
The way we run Hreflang.
Audit the current implementation
We scan the current hreflang and pull Google's reports to find missing links, wrong codes, clashes with duplicate-page settings and broken sets before we change anything, so we fix the real problem.
Map the clusters and codes
We list every country and language version, decide the exact codes each one needs, and work out whether any should target a language on its own without a country, so the setup matches how your markets actually split.
Choose the delivery method
We recommend where the hreflang should live based on your platform, how many pages you have and how the site is looked after, then agree it with you before we build, so the choice is deliberate.
Implement the full annotation set
We build the full set of links across every language version, add a sensible fallback page where it helps, and make sure each page's duplicate-page setting agrees with its language links rather than fighting them.
Verify against Google
We check the live setup with a site scan and Google Search Console, because it can look clean in the code and still be rejected by Google. We do not call it finished until Google reads it the way we meant.
Monitor for drift
New pages, design changes and site moves keep reintroducing hreflang errors, so we check it regularly and fix any breakage the moment it appears, rather than after your rankings have dropped.
How do we approach Hreflang?
Reciprocal, self-referencing tags
Every page in a language set has to link to every other version and to itself. We build the whole set, so nothing is missing and Google does not reject it.
Correct language and region codes
There are official codes for each language and country, like en-GB for UK English, and a made-up one like en-UK breaks it. One small mistake here can quietly stop the whole set working.
No conflict with canonicals
If a page tells Google its main version is one address but then points its language links somewhere else, the two instructions clash. We make sure they agree, which is the single most common reason a setup that looks fine does nothing.
Verified, not assumed
After it goes live we check it against Google Search Console and a scan of the site, because hreflang can look perfect in the code and still be broken as far as Google is concerned.
Real people doing the work, and putting their name to it.
You deal with our small, experienced Bristol team directly, from the first call to every monthly report.
Meet the team →What Hreflang puts on your desk.
Are we the right fit for you?
Thinking of switching from another agency?
Moving your Hreflang to us is more straightforward than staying somewhere that is not working. You keep everything you already own, we pick up without a gap, and we can run the whole thing for you or work alongside your team and your developers, whatever suits.
A free look first
We review what your current agency has done, tell you straight what is worth keeping and where the quick wins are. No obligation to move.
You keep what's yours
Your site, content, Google Business Profile and analytics stay in your name. We work with what you already have; nothing is held hostage.
A clean handover
We map the work across, set a plain-English baseline in the first few weeks, and carry on from there. No starting from zero, no quiet ranking gap.
Three-month minimum, then rolling monthly on 30 days’ notice. No long lock-in, no exit fees.
Who implements your hreflang, and how we verify it?
Hreflang is where a tiny, invisible error costs a whole market, so it is handled by the experienced people rather than passed off with a plugin. Our experienced team brings years of combined agency experience, and the person who audits your implementation is the person who rebuilds and verifies it. We work against the specific ways hreflang fails, reciprocity, codes, canonical conflicts, and we confirm the result in Search Console rather than trust that a generator got it right.
Experienced hands, first-hand practice
The audit, the implementation and the validation are done by the same experienced people. There is no handoff and no template applied without judgement about your specific market structure.
Built against the failure modes
We know the errors that quietly void hreflang, missing return tags, en-UK for en-GB, a canonical that disagrees, and we implement to avoid them rather than discover them later.
Verified in Google, not just the source
A set that parses cleanly on the page can still be rejected in the index, so we confirm the implementation in Search Console and a crawl before we consider it working.
How much does Hreflang cost?
All + VAT · 3-month minimum, then 30-day rolling| What's included | Lite £299 + VAT / month | Max Most chosen £449 + VAT / month | XL £849 + VAT / month | Custom Contact us |
|---|---|---|---|---|
| Technical & on-page SEO | ✓ | ✓ | ✓ | ✓ |
| AEO / AI-search layer (found in ChatGPT, AI Overviews) | ✓ | ✓ | ✓ | ✓ |
| Local map-pack optimisation | ✓ | ✓ | ✓ | ✓ |
| Page creation | ✓ | ✓ | ✓ | ✓ |
| Blog posts / month | Add-on | Add-on | 2 | Tailored |
| AI Authority building | — | — | ✓ | ✓ |
| Plain-English monthly report | ✓ | ✓ | ✓ | ✓ |
| Best for | Getting the foundations right | Competing on your key terms | Going after it hard, incl. AI authority | Shaped around your goals |
Hreflang: common questions.
What is hreflang and what does it actually do?
Hreflang is a small piece of code that tells search engines which language and, if you want, which country a page is meant for. It does not change your ranking directly; its job is to make sure the right language or country version is the one shown to each person, so your German page reaches German speakers instead of being beaten by a near-identical English one.
Why does my hreflang look correct but still not work?
Almost always because of a broken link, a wrong country code, or a clash with your duplicate-page settings. Every page has to point back at the pages that point to it, and if one link is missing or contradicts those settings, Google throws the whole thing out and picks a page itself. It can look perfect in the code and still fail in Google, which is why we check it in Google Search Console and not just on the page.
Do I need hreflang if all my pages are in English?
Often yes. If you run separate English pages for the UK, US and Australia, hreflang with country codes like en-GB, en-US and en-AU tells Google which market each one is for and stops them competing with each other. Without it, Google might show US visitors your UK prices, or let two of your own pages fight over the same search.
What is the difference between hreflang and a canonical tag?
A canonical tag tells Google which is the main version when pages are duplicates or near-duplicates. Hreflang is different: it names equally valid versions for different audiences. They have to agree: each language version should point to itself as the main one and use hreflang to name its siblings. When a page names one address as the main one but points its language links elsewhere, the two clash and Google settles it by ignoring your hreflang, which is one of the most common reasons a setup does nothing.
Where should hreflang go: the page, the HTTP header or the sitemap?
There are a few places hreflang can go, and they suit different sites. Adding it directly to the page is simplest for small sites; a separate method suits files like PDFs; and a central list is usually easiest to look after on large sites because it keeps everything in one place. We pick the option that fits your platform and how the site is looked after, and we never mix them for the same pages.
What is x-default and do I need it?
It is a fallback setting that tells search engines which page to show when someone does not match any of your listed languages or countries, usually a global homepage or a language-picker page. It is optional but useful: it catches the people your specific versions do not cover, instead of leaving Google to guess.
How do I check whether my hreflang is actually valid?
You cannot tell reliably from the code alone. We scan the site to confirm the links are complete and all point back, double-check the language and country codes, make sure they do not clash with your duplicate-page settings, and read Google Search Console to see how Google actually reads them. Checking it in Google, not just in the code, is the part most setups skip.
Can hreflang target a language without a specific country?
Yes. You can target a language on its own, such as Spanish or French, which suits an audience spread across several countries. You only add a country code when you genuinely have country-specific pages. We match the setup to how your market actually splits rather than forcing a country onto a language that does not need one.
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