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Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
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Google hints at a potential shift to automatic language detection, which could reduce reliance on manual hreflang annotations for multilingual websites.
In the latest episode of Google’s “Search Off The Record” podcast, a member of the Search Relations team suggested that Google may be moving towards automatically detecting language versions of web pages, potentially reducing the need for manual hreflang annotations.
Gary Illyes, a Google analyst, believes that search engines should rely less on annotations like hreflang and more on automatically learned signals.
Illyes stated during the podcast:
“Ultimately, I would want less and less annotations, site annotations, and more automatically learned things.”
He argued that this approach is more reliable than the current system of manual annotations.
Illyes elaborated on the existing capabilities of Google’s systems:
“Almost ten years ago, we could already do that, and this was what, almost ten years ago.”
Illyes emphasized the potential for improvement in this area:
“If, almost ten years ago, we could already do that quite reliably, then why would we not be able to do it now.”
The discussion also touched on the current state of hreflang implementation.
According to data cited in the podcast, only about 9% of websites currently use hreflang annotations on their home pages.
This relatively low adoption rate might be a factor in Google’s consideration of alternative methods for detecting language and regional targeting.
While advocating for automatic detection, Illyes acknowledged that website owners should be able to override automatic detections if necessary.
He conceded, “I think we should have overrides,” recognizing the need for manual control in some situations.
While no official changes have been announced, this discussion provides insight into the potential future direction of Google’s approach to multilingual and multi-regional websites.
Stay tuned for any official updates from Google on this topic.
This potential shift in Google’s language detection and targeting approach could have significant implications for website owners and SEO professionals.
It could reduce the technical burden of implementing hreflang annotations, particularly for large websites with multiple language versions.
The top takeaways from this discussion include the following:
Remember, while automation may increase, having a solid understanding of international SEO principles will remain valuable for optimizing your global web presence.
Listen to the full podcast episode below:
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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