Hreflang annotations identify equivalent pages intended for different languages or regions. They do not translate the content. Google’s guidance asks each page in the group to reference itself and the other versions, with matching links back from those alternatives. Source: Google Search Central: Localised page versions

Map equivalent pages first

Pair each page with the version that answers the same question in the other market. Check the content before asking a developer to add annotations. This helps avoid sending someone looking for a specific hotel or guide to an unrelated general page.

Review the whole journey

Open each language or regional version and follow its enquiry or booking link. Check the wording, currency information and contact route against the intended audience. This tests whether the visitor can continue in the chosen context after reaching the page.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.