Multilingual Website Development

Google recommends using different URLs for each language version of a page rather than using cookies or browser settings to change the language on the same URL. It lists the options: country-code domains, subdomains, subdirectories on one domain (example.com/de/) and URL parameters, which it does not recommend. Google lists subdirectories as easy to set up and low-maintenance because everything stays on one host; the trade-offs are a single server location and harder separation of sites. That is why they suit most small and mid-sized businesses, but we explain the options and choose with you. Google also determines a page's language from its visible content, not from code such as the lang attribute or from the URL, so each page should use one language for both content and navigation.

The hreflang annotation tells Google which page is the equivalent in which language or region. Google's documentation sets out some rules we follow strictly: each language version must list itself as well as all other versions, annotations must be reciprocal or they are ignored, URLs must be fully qualified, language codes follow ISO 639-1 and region codes ISO 3166-1 Alpha 2, and an x-default entry can serve as the fallback for unmatched languages, for example on a language selector page. The annotations can sit in HTML link elements, in HTTP headers or in an XML sitemap; Google treats the three methods as equivalent. We generate them from the site structure, not by hand, and test them.

It is tempting to send visitors to a language based on their location or browser setting. Google advises against automatically redirecting users from one language version to another, because such redirects can prevent users and search engines from seeing all versions. It also warns that if you change content or reroute users based on language settings, it might not find and crawl all your variations, because Googlebot usually crawls from the USA and sends requests without an Accept-Language header. We therefore show the right version through the URL and offer a visible language switcher, as Google suggests, or a suggestion banner that the visitor can ignore.

The same service often needs different words in different places. In the UK, UK GDPR and PECR shape your privacy and cookie text; in Germany and Belgium the EU GDPR applies alongside each country's own rules on cookies. Accessibility differs too: EU member states had to write the European Accessibility Act into their own national law, so each EU country has its own act. Prices, delivery terms, contact details and examples differ too. We help you decide which pages are translated, which are rewritten for the market, and which exist in only one language. Where you provide professional translations, we build the site around them.

A multilingual site only stays correct if someone can maintain it. We set up the content model so that missing translations are visible, and agree who approves each language. Costs depend on the number of languages, page count and platform and are quoted on request; basic websites start from 300 € excl. VAT, see pricing. To start, request a quote or contact us, and see our other services and references.

Which URL structure is best?

Google lists country domains, subdomains, subdirectories and parameters, and does not recommend parameters. It describes subdirectories as easy to set up and low-maintenance because they share one host.

What does hreflang do?

It tells Google which page is the equivalent in which language or region. Each version must list itself and all others, and links must be reciprocal.

Should visitors be redirected by location?

We advise against it. Google warns that automatic switching can stop it from crawling all versions.

Do you translate the text?

We can work with your translators or help plan which pages are translated and which rewritten for the market.

What does it cost?

It depends on languages, pages and platform, so it is quoted on request.