Will search engines eventually eliminate the need for hreflang tags?

Summary

Summary of "Will Search Engines Eventually Eliminate the Need for Hreflang Tags?"

Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Tyson Stockton
Guest: Sebastian Egger and an Unnamed Expert
Release Date: July 18, 2025

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Introduction to the Discussion

In this episode of Voices of Search, host Tyson Stockton engages with Sebastian Egger and an unnamed SEO expert to explore the future of hreflang tags in the evolving landscape of search engine optimization (SEO). The central question posed is whether advancements in search engine intelligence will render hreflang tags obsolete within the next three years.

Understanding hreflang Tags and Their Current Importance

Sebastian Egger initiates the conversation by questioning the longevity of hreflang tags:
Sebastian Egger [00:43]: "Are you buying or selling that search engines will evolve to the point that they won't need to rely on hreflang tags?"

The unnamed guest responds affirmatively, suggesting that hreflang tags continue to play a crucial role:
Unnamed Guest [00:54]: "I would, and maybe let's put a time frame cap on this just to like ground it so let's say within the next three years."

He emphasizes the significance of hreflang tags in signaling to search engines the relationship between pages in different languages or regions, akin to the role schema markup plays in defining specific content types.

Comparison with Schema Markup

A pivotal point in the discussion revolves around the persistence of schema markup despite predictions of its decline. The guest shares his initial skepticism:
Unnamed Guest [01:04]: "I thought, honestly, I'm surprised schema is still a thing. And one of my assumptions, like maybe five years ago said it's going to go away. I was wrong. I was 100% wrong."

He attributed the continued relevance of schema markup to the ongoing reliance of search engines on structured data to understand website content effectively. This parallels the current use of hreflang tags, suggesting that, like schema, hreflang will remain essential until search engine algorithms can inherently comprehend multilingual and multinational page relationships.

The Role of Machine Learning and Large Language Models

Sebastian Egger introduces a perspective on the efficiency of large language models (LLMs) in processing data:
Sebastian Egger [02:36]: "LLMs are lazy and I think the reliance on structured data or the other things, it's like, yeah, it just makes the job a lot easier. So why not use it?"

The unnamed guest concurs, highlighting that the dependence on structured markup, including hreflang and schema, is less about the limitations of search engines and more about optimizing computational efficiency:
Unnamed Guest [02:51]: "Well, it's a lot more efficient because like the computation power needed to just like one prompt. It's a lot of power."

This exchange underscores that the continued use of hreflang tags is driven by the practicality of reducing computational load, allowing search engines to process information more efficiently without exhaustive calculations to determine page equivalencies across different markets.

Efficiency Over Capability

The conversation further delves into the notion that reliance on structured data is an efficiency strategy rather than a reflection of search engine capabilities:
Sebastian Egger [03:08]: "Well, I mean, efficiency is a nicer way of saying it. I mean, maybe it's just, you know, they're mimicking human behavior and being lazy, but efficiency lazy, you know."

Unnamed Guest [03:19]: "Very true too."

This perspective reinforces the idea that as long as structured data like hreflang tags contribute to more streamlined and resource-effective search engine operations, they will remain a staple in SEO strategies.

Conclusion and Future Outlook

While the discussion wraps up shortly after, the consensus indicates that hreflang tags are unlikely to be phased out within the next few years. Their role in facilitating efficient and accurate multilingual and multinational SEO remains vital, especially given current search engine dependencies on structured data for optimal performance.

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Key Takeaways:

• Hreflang Tags Remain Crucial: Despite advancements in search engine algorithms, hreflang tags continue to provide essential signals for multilingual and multinational SEO.

• Schema Markup Parallels: The ongoing use of schema markup parallels the necessity of hreflang tags, highlighting a broader reliance on structured data.

• Efficiency Drives Usage: The primary reason for maintaining structured data reliance is computational efficiency, reducing the need for extensive processing by search engines.

• Future of SEO Practices: Until search engines achieve a level of intelligence that negates the need for structured data, practices like implementing hreflang tags will remain integral to effective SEO strategies.

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Notable Quotes:

• Sebastian Egger [00:43]: "Are you buying or selling that search engines will evolve to the point that they won't need to rely on hreflang tags?"

• Unnamed Guest [00:54]: "I would, and maybe let's put a time frame cap on this just to like ground it so let's say within the next three years."

• Sebastian Egger [02:36]: "LLMs are lazy and I think the reliance on structured data or the other things, it's like, yeah, it just makes the job a lot easier. So why not use it?"

• Unnamed Guest [02:51]: "Well, it's a lot more efficient because like the computation power needed to just like one prompt. It's a lot of power."

• Sebastian Egger [03:08]: "Efficiency is a nicer way of saying it. I mean, maybe it's just, you know, they're mimicking human behavior and being lazy, but efficiency lazy, you know."

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This episode provides valuable insights for SEO professionals and content marketers, emphasizing the enduring importance of structured data in optimizing search engine performance across diverse languages and regions.

Transcript

[Tyson Stockton]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.

[Sebastian Egger]

Next one Buy or sell? Are you buying or selling that search engines will evolve to the point that they won't need to rely on href lane tax?

[Unnamed Guest]

I would and maybe let's put a.

[Sebastian Egger]

Time frame cap on this just to like ground it so let's say within the next three years.

[Tyson Stockton]

Years.

[Unnamed Guest]

Yeah. It's such a good signal. It's such an important signal because it allows us to tell the search engines what is the reciprocal page that exists in another market in the same way that you're telling with that schema markup is you telling the search engine what the specific content is. I thought, honestly, I'm surprised schema is still a thing. And one of my assumptions, like maybe five years ago said it's going to go away. I was wrong. I was 100% wrong. Because my take was that schema is just a reason because search engines aren't smart enough to understand your content. But as machine learning gets better, my take was like, well, of course they're going to understand that's faq. Of course they're going to understand that. To review, why do you need schema? It's just a secondary it's just a piece of code to help search engines understand your your website. But for some reason they're still very much using it. And large language models apparently still use it very much. So given the fact that we're still very much advancing yet there's still a reliance on schema tells me that for hreflang tax is going to be the same until that reliance goes over then. Yeah. But the thing with hreflang tags is even a level beyond schema because it's it would be hard, I think, for them to truly, truly know what is the actual equivalent globally. I can't think of a world where that's a lot of computation power to figure that out. I think href length ads makes it super easy for that to happen. True.

[Sebastian Egger]

And I keep bringing this up and I feel bad that I forgot who I originally heard it from, but the comment was LLMs are lazy and I think the reliance on structured data or the other things, it's like, yeah, it just makes the job a lot easier. So why not use it?

[Unnamed Guest]

Well, it's a lot more efficient because like the computation power needed to just like one prompt. It's a lot of power. And actually for your point, that's a good point, why there is the reliance on structured markup and schema. It's an efficiency play. It's not a capabilities place. An efficiency play. That's a good point, actually. Yeah.

[Sebastian Egger]

Well, I mean, efficiency is a nicer way of saying it. I mean, maybe it's just, you know, they're mimicking human behavior and being lazy, but efficiency lazy, you know.

[Unnamed Guest]

Very true too.

[Sebastian Egger]

Well, that's going to wrap up this episode of the Voice of Search podcast. Thanks again, Sebastian Egger, for joining us. Be sure to check out his information in our show notes. You can connect with him on LinkedIn or go on over and check out his company's [e-mail] if you haven't subscribed yet and you'd like a daily feed of content and SEO content, be sure to hit that like button in your podcast.

[Unnamed Guest]

Appreciate it.

[Sebastian Egger]

Or on YouTube and we'll be back in the following day. So with that, that's all from the Voice of Search. Thanks for checking it out and we'll see you in the next episode.