If you're scaling into multiple regions—whether you're running a Shopify store, B2B SaaS brand, or multilingual blog—hreflang tags alone won't get you ranked locally.
Hreflang tells Google who your content is for. But it doesn't show how your site is structured, how serious you are about that market, or help you rank within it. That’s where subdirectories come in.
👉 Also read: Persona Mapping voor Nieuwe Markt
One of our Shopify clients was active in Germany and Spain, but relied solely on hreflang tags. Their Spanish and German content ranked on page 3 or lower, despite solid content.
After transitioning to a proper subdirectory setup—/de/ for Germany, /es/ for Spain—and pairing that with on-page localization, we saw:
Subdirectories work—not just for bots, but for users too.
Before changing structure, assess your current SEO footprint:
Your German buyer doesn’t search the same way as your UK visitor.
When you see traffic from a region—lean in and optimize properly.
You have three main options:
domain.de – country-specific ccTLD (hard to scale)de.domain.com – subdomain (isolated authority)domain.com/de/ – subdirectory (recommended)👉 See also: Unlock Your Site’s Potential with a Personalised SEO Audit
Subdirectories help Google crawl and index your content efficiently by clearly grouping by language.
They reduce ambiguity and reinforce user trust with consistent URLs (/fr/, /nl/, etc.).
Search engines treat subfolders as strong regional signals—especially when paired with localized content and internal linking.
One codebase, one sitemap, one analytics setup. Subdirectories simplify international expansion.
A small drop in rankings during migration is common. But well-executed subdirectory transitions often lead to 15–20% visibility growth within 6–12 months.
International SEO is not about translation, it's about intention. If you want to rank in new regions, speak their language—and show Google you mean business with a subfolder structure that scales.
Need help restructuring your global SEO setup?
I offer technical reviews and implementation plans for businesses expanding into new markets.
📩 Email me directly or request your personalised audit
What is the difference between hreflang and subdirectories?
Hreflang tells search engines which language or country version a page is for. Subdirectories provide structural clarity and improve crawlability, scalability, and local rankings.
Should I use both hreflang and subdirectories?
Yes. They complement each other. Use hreflang for language signals, and subdirectories for site architecture and regional content organization.
Is it risky to switch from hreflang-only to subdirectories?
If done properly—with 301 redirects, updated internal links, and revised sitemaps—it’s a short-term change for long-term gain.
Will subdirectories help me rank better locally?
Yes. Especially when paired with localized content and internal linking, subdirectories help search engines understand your focus on regional intent.