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Language & Location Guide For Your Online Casino

How To Implement Hreflang Tags Correctly

Implementing localised versions correctly and reaching the right people is a key element to a successful online casino. It is important that you explicitly indicate which language, and/or region-specific pages in order for Google to understand and find alternative language versions of the same page. To achieve this, you must correctly implement hreflang tags in your websites source code, on every page and domain or sub-directory.

The hreflang attribute should be placed in the HTTP header on each page. Each tag should include a reference to itself as well as to their language or location alternative.

Example
For example; if you want to target Spanish speakers in Spain, with the .com version of your website you would implement the following:

<link rel="alternate" href="https://website.com/page" hreflang="x-default" />
<link rel="alternate" href="https://website.com/es/page" hreflang="es-ES />

Consequences of no hreflang tags

Google will ignore your tags if they do not point to their like-for-like page
Google may consider content as duplicated if you are targeting the same language in a different location. For example, en-DE (English language in Germany), en-US (English in the United States).

How Google Will Treat Your Online Casino
& Translated Content

If your online casino returns different content based on preferred language or location, Google may not crawl, index or rank all of your content for different locals, this is not something to be concerned about. As long as your hreflang tags are implemented correctly you will send a clear signal to search engines that they are in the right place and thus allow search engines to show the right content to the right people.

Managing International And Multilingual iGaming websites

If your website offers content to users in different countries, locations and in different languages, by using hreflang tags you can include identical content in multiple languages on your website. To ensure you meet Google guidelines, here are a few ways to manage your international or multilingual iGaming website:

Use different URLs for different language versions
Google advises that you should have a unique URL for every language version of your website and pages. As advised throughout our previous articles on operating casinos at a global level. We would recommend the use of subdirectories. For example, https://website.com - https://website.com/de - https://website.com/es and so on…

Make sure the language is obvious & clear
You shouldn't rely on Google translate 100% of the time, certain regions or countries may describe things differently and the translation may not be accurate.
For example, the Spanish translation of "slots" is ranuras but translated back to English means slot, which is not in the context of "slot machines". Furthermore, the Spanish translation of slot is Espacio, but translated back into English means "space".

Let the user switch the page language
Usually online casinos will provide users with the option to switch their location/currency and language on their website. It is important to avoid automatic redirection based on the users perceived language, redirects may prevent users as well as search engines from viewing all of the versions of your website.

Hreflang Tag Generator

If you want to practice, you can use our hreflang tag generator below to help.
1. Add the url where your country and language specific page resides. For example it might be: https://www.example.com/de/ for pages targeting Germany in German.
2. Select the country you are targeting from our drop down list. This is optional. If you select a country you will find a list of languages supported in that country in the "Select a Language" drop down.
If you have not selected a country to target, you will be shown a list of all languages, including a fall back option "x-default".
3. Click on "Add" to add your tag to the list of all hreflang tags.
Once you're ready you can copy all of the tags and use them wherever you like.

If you want to delve deeper into hreflang tags the best starting point is the Google support documentation https://support.google.com/webmasters/answer/189077

If you would like help or advice regarding implementation of hreflang tags or any aspect of International SEO, please get in touch.

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