Multilingual sites most often go wrong at hreflang. When the two languages do not point at each other, the search engine ends up showing the wrong one.
The other common mistake is translating URLs word for word. Each language needs the term people actually search in that language, not its dictionary equivalent.
Talk to us about thisEach page has to point at its counterpart and be pointed back at. A one way declaration does not work. Where there is no counterpart, nothing should be declared at all, because claiming one that does not exist is a false statement.
URLs are a choice rather than a translation. The term searched in Turkish and the one searched in English can differ even when they describe the same page. The structure has to be set at the start, because changing it later means redirect debt.
Reading language from the URL is more robust than reading it from a cookie or a browser setting. A search engine carries no cookie, so a language it cannot read from the URL is invisible to it.
What happens when a page has no counterpart yet has to be decided up front. Publishing a half translated page tends to leave it weak in both languages.
You can, as long as someone reads it before it goes live. Machine translated content published untouched is treated as low value at scale. A small number of well translated pages beats a large number of raw ones.
For most businesses a language folder under one site is enough and far easier to run. Separate domains start to make sense when the content is genuinely country specific and a separate team maintains it.
They need rewriting for that country rather than translating. Privacy notices are the clearest example. Turkish and European rules ask for different things, and publishing one as a translation of the other is a false statement about your own obligations.
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