Here are my slides from SMX Munich 2016 on hreflang.

1. hreflang

2. ätschreflang

3. • hreflang & Domainstrategie
• x-default, Redirects & Vorschaltseiten
• hreflang & Canonical-Tags
Das hier:

4. <link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.ch/" hreflang="de-ch" />

5. <link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.ch/" hreflang="de-ch" />

6. <link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.de/at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.de/ch/" hreflang="de-ch" />

7. <link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.de/at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.de/ch/" hreflang="de-ch" />

11. überzeugt?

13. <link rel="alternate" href="https://www.shop.com/de-de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.com/de-at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.com/de-ch/" hreflang="de-ch" />

14. <link rel="alternate" href="https://www.shop.com/de-de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.com/de-at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.com/de-ch/" hreflang="de-ch" />

15. <link rel="alternate" href="https://www.shop.com/de-de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.com/de-at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.com/de-ch/" hreflang="de-ch" />

19. Domainstrategie

20. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />
<link rel="alternate" href="https://www.company.com/kö/" hreflang="kö" />

21. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />
<link rel="alternate" href="https://www.company.com/kö/" hreflang="kö" />

22. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

23. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/en-gb/" hreflang="en-gb" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

24. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/en-gb/" hreflang="en-gb" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

25. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.co.uk/" hreflang="en-gb" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

26. <link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.co.uk/" hreflang="en-gb" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

27. x-default

28. Geo-IP?
Sprache?

29. <link rel="alternate" href="https://www.company.com/" hreflang="x-default" />
<link rel="alternate" href="https://www.company.com/de/" hreflang="de" />
<link rel="alternate" href="https://www.company.com/en/" hreflang="en" />
<link rel="alternate" href="https://www.company.com/en-gb/" hreflang="en-gb" />
<link rel="alternate" href="https://www.company.com/fr/" hreflang="fr" />
<link rel="alternate" href="https://www.company.com/es/" hreflang="es" />
<link rel="alternate" href="https://www.company.com/pt/" hreflang="pt" />
<link rel="alternate" href="https://www.company.com/nl/" hreflang="nl" />

33. <link rel="alternate" hreflang="x-default" href="https://www.ecom-ex.com/" />
<link rel="alternate" hreflang="en" href="https://www.ecom-ex.com/index/" />
<link rel="alternate" hreflang="fr" href="https://www.ecom-ex.com/fr/index/" />
<link rel="alternate" hreflang="es" href="https://www.ecom-ex.com/es/index/" />
<link rel="alternate" hreflang="pt" href="https://www.ecom-ex.com/pt/index/" />
<link rel="alternate" hreflang="en-gb" href="https://www.ecom-ex.co.uk/index/" />
<link rel="alternate" hreflang="de" href="https://www.ecom-ex.com/de/index/" />
<link rel="alternate" hreflang="nl" href="https://www.ecom-ex.com/nl/index/" />
<link rel="alternate" hreflang="it" href="https://www.ecom-ex.com/it/index/" />
<link rel="alternate" hreflang="ru" href="https://www.ecom-ex.com/ru/home/" />
<link rel="alternate" hreflang="zh" href="https://www.ecom-ex.com/zh/home/" />
<link rel="alternate" hreflang="vi" href="https://www.ecom-ex.com/vi/home/" />
<link rel="alternate" hreflang="th" href="https://www.ecom-ex.com/th/home/" />
<link rel="alternate" hreflang="id" href="https://www.ecom-ex.com/id/home/" />
<link rel="alternate" hreflang="ms" href="https://www.ecom-ex.com/ms/home/" />
<link rel="alternate" hreflang="ja" href="https://www.ecom-ex.com/ja/home/" />

35. <link rel="alternate" href="https://www.shop.de/" hreflang="x-default" />
<link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.ch/" hreflang="de-ch" />

36. <link rel="alternate" href="https://www.shop.de/" hreflang="x-default" />
<link rel="alternate" href="https://www.shop.de/" hreflang="de-de" />
<link rel="alternate" href="https://www.shop.at/" hreflang="de-at" />
<link rel="alternate" href="https://www.shop.ch/" hreflang="de-ch" />

38. URL mit selbstreferenzierendem Canonical-Tag oder ohne Canonical-Tag
„Hallo Google! Bitte nimm mich in den
Index auf!“

39. „Hallo Google! Bitte nimm mich nicht in den Index auf,
sondern nimm stattdessen meine Zwillingsschwester hier!“
URL mit Canonical-Tag, der auf eine andere URL zeigt

40. URL mit hreflang-Auszeichungen
„Hallo Google! Bitte nimm mich und meine
Cousinen aus anderen Ländern in den Index
auf!“

42. • Vor hreflang-Implementierung internationale Domainstrategie überprüfen.
• x-default nur einsetzen, wenn benötigt. Redirect-Lösung hinterfragen.
• Nur URLs mit auto-Canonical-Tag (oder ohne Canonical-Tag) erhalten hreflang.
Mitnehmen:

43. Lesestoff:
• hreflang: Die 9 häufigsten Fehler
und „Hall of fame“
• How to implement hreflang
correctly
• How to use hreflang and canonical
tags together