Multilingual websites: the most common mistakes

The most common mistakes on a multilingual website are URLs that do not separate languages, missing or broken hreflang tags, machine translation published without review, keywords translated rather than researched, automatic redirects based on location and an inaccessible language switcher. These problems cost you search visibility and the trust of international customers, but they can be avoided by designing the site for each market from the start.

A multilingual website is not a site with a “translate” button. It is a set of versions designed for people who search, read and buy in different ways. Here are the mistakes we see most often and how to fix them.

1. Not giving each language its own URL

If the language only changes through a cookie or a script while the address stays the same, search engines effectively see just one version. Each language needs its own stable URL. There are three common options:

• Subfolders (example.com/en/): easy to manage and they inherit the main domain’s authority. Often the most practical choice.
• Subdomains (en.example.com): useful when versions are run by different teams or systems.
• Country domains (example.de, example.fr): a strong signal for a single country, but more expensive to maintain.

Avoid parameters such as ?lang=en: they work, but they are more fragile and less clear for users and search engines.

2. Missing or misconfigured hreflang

The hreflang attribute is a signal in the code that tells search engines which pages are language versions of each other and which audience each one is for. Without it, Google may show the Italian page to a German user or treat two versions as duplicate content. Typical mistakes:

• Non-reciprocal links: page A points to B, but B does not point back to A.
• Wrong codes, such as “en-UK” instead of the correct “en-GB”, or “it-IT” where “it” would do.
• No self-reference: every version must also list itself.
• No x-default value for the page to show when no language matches.
• Hreflang pointing to redirected or blocked pages, or to pages with a canonical tag set to another language.

These are technical SEO details, but they directly affect which page people see when they find you from abroad.

3. Unreviewed machine translation

Machine translation tools have improved a great deal and can be an excellent starting point. Publishing the output without review, however, leads to wrong technical terms, an unnatural tone and ambiguous sentences exactly where customers make decisions: prices, terms, contact forms. A native speaker, ideally one who knows your sector, should always review at least the key pages. Proper copywriting in each language is the difference between text that is understandable and text that persuades.

4. Translating keywords instead of researching them

People in different countries do not search for the same things with the same words. A literal translation of your Italian keyword may have very low search volume or a different meaning. Each market needs its own keyword research: the terms people really use, their common questions and local competitors. Sometimes even the order of the services you should highlight changes.

5. Forgetting formats, currencies and local content

Localising means adapting, not just translating. Check in particular:

• Currencies and prices, with VAT and shipping costs clear for each country.
• Date, number and unit formats (1.000,50 in Italy, 1,000.50 in the UK).
• Addresses, phone numbers and opening hours that make sense to someone calling from abroad.
• Legal documents such as the privacy policy and terms of sale, in every language you serve.
• Examples, images and cultural references that suit the local audience.
• Forgotten pages: automatic emails, error messages and downloadable PDFs left only in Italian.

6. An inaccessible language switcher

The language switcher is a small element that carries a lot of weight. The most frequent mistakes:

• Using flags alone: a flag represents a country, not a language. Spanish is spoken in many countries, and Switzerland has four national languages. Flags on their own are also unreadable for screen readers.
• Language names translated into the current language: write “Deutsch”, “Français”, “Italiano”, each language in its own name, so speakers recognise it immediately.
• Missing or wrong lang attribute: every page must declare its language on the html element, and words in another language (such as the names in the switcher) should carry their own lang attribute. Screen readers need it for correct pronunciation, and search engines use it too.
• A switcher that always goes to the home page: people who change language should stay on the same page, in the translated version.

These requirements are part of web accessibility under the WCAG guidelines.

7. Automatic redirects based on IP address

Redirecting visitors based on the country they connect from seems convenient, but it causes problems: an Italian travelling in Berlin gets the site in German, VPN users land on the wrong version, and search engine crawlers, which often operate from a single country, may never see the other versions. It is better to suggest a language with a discreet banner, also based on browser settings, and always leave the choice to the user.

Checklist for your multilingual website

1. Each language has its own stable URLs.
2. Reciprocal hreflang, with correct codes, self-reference and x-default.
3. Key copy reviewed by native speakers.
4. Keyword research carried out for each market.
5. Currencies, formats, legal documents and contact details adapted.
6. A switcher with language names in text, correct lang attributes and staying on the current page.
7. No forced redirects based on IP address.
8. A sitemap that includes every language version.

In short

A multilingual website works when each version is treated as a site designed for that market: clear addresses, correct technical signals, reviewed copy and navigation that is accessible to everyone. If you are planning or fixing yours, see how we approach multilingual websites or contact PragaWeb for a review of your multilingual site.

Updated on October 15, 2026