Multilingual URL Structure: Subfolders, Subdomains or ccTLDs

By 9 min read

You have decided to offer your site in a second or third language. Before anyone translates a single sentence, you face a quieter decision that shapes your SEO for years: where do those translated pages live? example.com/de/, de.example.com, example.de or a ?lang=de tacked onto the end all look like small differences, but search engines treat them very differently. This guide compares every multilingual URL structure option with Google’s own guidance so you can pick a setup once and keep it.

Why each language needs its own URL

Start with the one rule that matters more than the subfolder versus subdomain debate. Google’s guide to managing multi-regional and multilingual sites recommends separate URLs for each language version of a page instead of switching content based on cookies or browser settings.

According to the same guide, Googlebot usually crawls from the USA and does not send an Accept-Language header. If your site decides the language on the fly, Google may only ever see your English (or default) version. Your other languages then do not exist for search.

Google is equally direct about IP-based tricks. The guide advises against using IP analysis to adapt content, because location detection is unreliable and Google does not vary its crawl location to discover alternate versions. It also recommends letting people switch languages themselves rather than redirecting them automatically based on an assumed language.

The five URL structure options at a glance

Google’s guide lists four ways to build locale-specific URLs and explains how generic domains fit in. Here is a summary of its pros and cons, with the examples Google itself uses.

Option Example Pros Cons
Country code top-level domain (ccTLD) example.de Clear geotargeting; server location irrelevant; easy to separate sites Can be expensive or unavailable; more infrastructure; strict eligibility rules in some countries; targets only one country
Subdomain on a gTLD de.example.com Easy to set up; different server locations possible; easy to separate sites Users may not know if “de” means a language or a country
Subdirectory (subfolder) on a gTLD example.com/de/ Easy to set up; low maintenance on one host Geotargeting less obvious to users; one server location; harder to separate sites
URL parameters example.com?loc=de None listed Not recommended; segmentation is difficult; users cannot read the target from the URL
One URL for all languages example.com Nothing to configure Google may never crawl the other language versions

Source: Google Search Central, last row based on Google’s guidance on cookies, browser settings and IP detection.

The last two rows are the ones to avoid: a single URL hides your translations from search and URL parameters are the only option for which Google lists no advantages at all. The top three are all workable. They differ mainly in cost, maintenance and how strongly they signal a country rather than a language.

Subfolders: the default for most small sites

A subfolder setup puts every language under one domain: example.com/en/, example.com/de/, example.com/fr/. Google calls this option easy to set up and low maintenance because everything sits on the same host.

For a small business site or shop, that is usually the deciding factor. You run one domain, one SSL certificate, one hosting account and one Search Console property. All your backlinks point at the same domain and your analytics stay in one place.

The platforms agree. Shopify’s documentation on international SEO for markets supports subfolders, subdomains and top-level domains, but explicitly recommends subfolders for most stores because they are easy to set up and need no extra domain registration. Webflow Localization also publishes each locale in its own subdirectory such as /fr and leaves the primary locale at the root by default, according to its help article on localized SEO and locale routing.

The downsides Google names are modest for most small teams. Visitors cannot tell from /de/ alone whether you mean German speakers or Germany. You also cannot host the German section on a separate server. If you have no plans for country-specific infrastructure, neither point should stop you.

Subdomains: separate sections without separate domains

With subdomains, each language gets its own host name: de.example.com, fr.example.com. Google lists them as easy to set up and notes they allow different server locations and an easy separation of sites.

That separation is the reason to choose them. If your French site is run by a different team, lives on a different system or needs a different hosting region, a subdomain keeps it apart while staying under your brand.

Many SEOs claim subdomains are weaker. In a 2018 office hours hangout reported by Search Engine Journal, John Mueller said Google treats subdomains and subdirectories the same, while adding that he would personally keep related content together where possible. SEOs still argue about it, as Search Engine Roundtable documented when the debate flared up on Twitter in 2018.

ccTLDs: strongest country signal, highest cost

A country code top-level domain such as example.de or example.fr tells both users and Google that the site is meant for one specific country. Google’s guide calls this clear geotargeting and points out that server location does not matter.

The cost is real, though. You need to buy and renew each domain, some registries have strict eligibility rules and each domain is its own site to maintain, link and monitor. Google also notes that a ccTLD targets only one country, which is a problem if your content is about a language rather than a market. A German version on example.de is a poor fit for your Austrian and Swiss readers.

Watch out for domains that look like country codes but are not treated that way. Google’s guide explains that it treats .eu, .asia and some ccTLDs such as .tv and .me as generic domains, so they carry no country signal.

ccTLDs fit companies with real country operations: local pricing, local legal entities, local marketing teams.

URL parameters: technically possible, rarely a good idea

Parameters such as example.com/about/?lang=fr are the lowest effort option on some systems. WordPress users meet this choice in WPML, whose language URL options include directories, separate domains or subdomains and a language parameter. WPML notes that the parameter format needs no server changes, while directories need Apache’s rewrite module and pretty permalinks.

Easy to set up does not mean good for search. Google marks URL parameters as not recommended because segmenting a site by parameter is difficult and visitors cannot see the target language in the URL. If your plugin offers directories, use them.

What about country targeting in Search Console?

Older guides tell you to set a target country in Google Search Console. That option is gone. Google’s help page states that the International Targeting report has been deprecated and that country targeting was judged to have little value for the ecosystem. Search Engine Land reported that the report launched in 2014 and was scheduled for removal on September 22, 2022.

Google says on the same help page that it continues to support and use hreflang. That makes hreflang the main tool for connecting your language versions, whichever structure you choose.

Connect the versions with hreflang

Your URL structure tells Google where each version lives. Hreflang tells it which pages belong together. Google’s documentation on localized versions of your pages describes three equivalent ways to add it: <link> tags in the page head, HTTP headers or your XML sitemap.

A few rules from that page catch most mistakes:

  1. Every language version must list itself and all other versions. If two pages do not point back to each other, Google ignores those annotations.
  2. Use an ISO 639-1 language code, optionally followed by a region code, such as de or en-GB. A region code on its own is invalid.
  3. Add an x-default entry for visitors whose language you do not cover, for example a language selector page.

Many platforms do this for you once each language has its own URL. Shopify turns automatic hreflang tags on by default and creates them only for markets with a distinct domain, subdomain or subfolder, according to its international SEO guide. The same page says automatic redirection applies to customers while known search engine crawlers are excluded. Webflow can add hreflang tags to the page head and to its auto-generated sitemap, per its localized SEO article.

If you want a broader list of what goes wrong, our post on common website translation mistakes covers missing hreflang alongside other problems.

If you translate with a JavaScript snippet

Script-based translation tools appeal to owners of WordPress, Webflow and hand-coded sites because you add one snippet instead of rebuilding your site. heylingo works this way too: one script tag, AI translation with translation memory, inline corrections on the live site and 30+ languages for EUR 20 per 1,000,000 translated characters per month.

Whichever tool you look at, ask the vendor one direct question before you buy: does each language get its own crawlable URL, with hreflang? If the answer is that the language only changes in the visitor’s browser on the same URL, you are in the “one URL for all languages” row of the table above. That can be fine for visitors who are already on your site, but it will not bring you search traffic in the new language.

FAQ

Are subfolders better than subdomains for SEO?

Not according to Google. John Mueller said in 2018 that Google treats both the same, as reported by Search Engine Journal. Subfolders are usually the better business choice for small sites because they are cheaper and simpler to maintain, not because they rank better by default.

Should I use a different URL for language and for country?

Only if your content really differs by country. A language subfolder such as /de/ works for all German speakers. Add a region, such as /de-at/ with the hreflang code de-AT, when prices, shipping or legal text differ. Google’s hreflang documentation supports both language-only and language plus region codes.

Can I change my URL structure later?

You can, but it is a site migration with redirects for every page. In a January 2018 Google video covered by Search Engine Roundtable, Mueller advised choosing a setup you can keep for a long time, since URL changes take a while to settle in search. Note too that on Webflow, existing 301 redirects do not automatically cover localized subdirectories, so /old-url and /es/old-url need separate rules according to its help article.

Should I redirect visitors to their language automatically?

Google recommends against automatic redirects based on an assumed language and suggests letting users switch themselves. A visible language switcher plus a sensible x-default page is the safer pattern. If you need one, our language switcher code generator can help you build it.

Conclusion

The most important decision in multilingual URL structure is to give every language its own URL at all. After that, the choice is about your business more than about rankings. Subfolders are the right default for most small business sites, shops and agency projects: one domain, low maintenance and the setup Shopify recommends for most stores. Pick subdomains when language versions are run as separate properties, ccTLDs when you have genuine country operations and skip URL parameters and single-URL setups if search traffic matters to you.

Decide once, connect the versions with hreflang and keep the structure stable. Then spend your energy where it pays off: good translations in each language.

Ready to add your next language with one line of code? See heylingo pricing.

Sources

JE

Written by

Jermaine builds and runs heylingo single-handedly from Germany and answers every support email personally.

More from the blog

Information pursuant to § 5 DDG (German Digital Services Act).

Jermaine J. Ernst
c/o Block Services
Stuttgarter Str. 106
70736 Fellbach
Germany

Email: info@heylingo.io
VAT ID: DE370296865

Responsible for content pursuant to § 18 (2) MStV: Jermaine J. Ernst, address as above.

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We are neither willing nor obliged to take part in dispute resolution proceedings before a consumer arbitration board.

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As a service provider we are responsible for our own content on these pages under general law, pursuant to § 7 (1) DDG. Under §§ 8 to 10 DDG we are not obliged to monitor third-party information that is transmitted or stored, or to investigate circumstances that indicate illegal activity. Obligations to remove or block the use of information under general law remain unaffected. Liability in this respect is only possible from the moment we become aware of a specific infringement. As soon as we learn of such an infringement, we will remove the content immediately.

This website links to external websites of third parties whose content we cannot influence, so we cannot accept any liability for that content. The respective provider or operator of a linked page is always responsible for its content. The linked pages were checked for possible legal violations when the link was set, and no illegal content was apparent at that time. Permanent monitoring of linked pages is not reasonable without concrete indications of an infringement. If we become aware of an infringement, we will remove the link immediately.

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Last updated 10 October 2026

Privacy policy

This privacy policy explains which personal data we process when you visit heylingo.io, contact us or buy heylingo. It also explains how data is handled when one of our customers uses the heylingo translation service on their own website.

Controller

The controller within the meaning of the EU General Data Protection Regulation (GDPR) is:

Jermaine J. Ernst
c/o Block Services
Stuttgarter Str. 106
70736 Fellbach
Germany

Email: info@heylingo.io

Please use this address for any question about data protection and to exercise your rights.

Overview

heylingo.io is a static website. When you browse it:

Personal data is processed only in the cases described below: delivery of the website by our host, images in blog posts, YouTube videos you choose to play, contact by email and the purchase of heylingo through Stripe. A separate section covers the heylingo translation service.

Hosting and server logs

heylingo.io is hosted by Cloudflare, Inc., 101 Townsend St., San Francisco, CA 94107, USA. Each time you open a page, Cloudflare processes the following server log data:

Cloudflare uses this data to deliver the website to you and to protect it from attacks and misuse. We do not use it to identify you or to create user profiles.

The legal basis is Art. 6(1)(f) GDPR. Our legitimate interest is the secure and reliable delivery of our website.

Cloudflare may process data outside the European Union, including in the USA. Cloudflare, Inc. is certified under the EU-U.S. Data Privacy Framework, so transfers to it are based on the adequacy decision of the European Commission (Art. 45 GDPR). Where the Data Privacy Framework does not apply, transfers are based on the EU standard contractual clauses (Art. 46(2)(c) GDPR).

More information: Cloudflare privacy policy.

Blog images and videos

Images

Images in our blog posts are loaded from assets.seobotai.com, an external image host. When you open a blog post, your browser requests these images directly from that host. The host thereby receives your IP address and the technical information that is part of every request, such as the requested file, the address of our website and your browser’s user agent.

The host needs your IP address to deliver the images. We have no influence on how the host processes this data.

The legal basis is Art. 6(1)(f) GDPR. Our legitimate interest is showing images in our blog posts.

YouTube videos

Some blog posts contain YouTube videos. They are not loaded when you open the page. No data is sent to YouTube until you click “play”. Only then is the video loaded from youtube-nocookie.com.

YouTube is operated by Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland. Once the video is loaded, Google receives at least your IP address and the address of the page. Google may also store information on your device or read it from your device, for example cookies, and may process data about how you use the video. Google may process data in the USA; Google LLC is certified under the EU-U.S. Data Privacy Framework.

The legal basis is your consent, which you give by clicking “play” (Art. 6(1)(a) GDPR and, for storing and reading information on your device, § 25(1) of the German Telecommunications and Digital Services Data Protection Act, TDDDG).

Your consent applies only to the video you start. You can withdraw it at any time with effect for the future: do not start any further videos and close or reload the page. You can delete cookies set by Google in your browser settings.

More information: Google privacy policy.

Contact by email

If you email us, we process your email address, your message and any other information you provide, such as your name or company. We use this data only to answer your request.

If your request relates to a contract with us or to concluding one, the legal basis is Art. 6(1)(b) GDPR. Otherwise the legal basis is Art. 6(1)(f) GDPR; our legitimate interest is answering requests sent to us.

We delete the data once your request has been fully dealt with, unless statutory retention obligations apply (see “Retention”).

Purchasing heylingo via Stripe

You sign up for heylingo through Stripe Checkout, which you reach via a payment link on heylingo.io. Invoices, your payment method and cancellation are managed in the Stripe Customer Portal. There is no user account on heylingo.io.

The payment provider is Stripe Payments Europe, Ltd., 1 Grand Canal Street Lower, Grand Canal Dock, Dublin, D02 H210, Ireland. Stripe processes the data you enter during checkout and in the customer portal. This includes your name, email address, billing address, company name and VAT ID if you provide them, your payment details, and transaction and invoice data.

You enter your payment details directly with Stripe. We do not receive your full card or account details.

We receive from Stripe the data we need to manage your subscription and bill your usage, such as your name, email address, billing details and payment status. To bill you, we report your usage (the number of translated characters) to Stripe.

The legal basis is Art. 6(1)(b) GDPR, because the processing is necessary to conclude and perform the contract. We keep invoices and accounting records to meet our retention obligations under German commercial and tax law. The legal basis for this is Art. 6(1)(c) GDPR.

Stripe also processes some data under its own responsibility, for example to prevent fraud and to meet its legal obligations as a payment provider. Stripe may transfer data to Stripe, Inc. in the USA, which is certified under the EU-U.S. Data Privacy Framework.

More information: Stripe privacy policy.

The heylingo translation service

This section is for our customers and for visitors to websites that use heylingo.

Our role

heylingo makes a customer’s website multilingual. When a customer uses heylingo, we process the content of the customer’s website on the customer’s behalf. For any personal data of visitors to that website, the customer is the controller and we act as a processor (Art. 28 GDPR).

If you visit a website that uses heylingo, please read that website’s privacy policy and send requests about your data to its operator.

Customers can request a data processing agreement under Art. 28 GDPR at info@heylingo.io.

In the visitor’s browser

The customer adds the heylingo script to their website. The script shows a language switcher and picks the visitor’s preferred language. It stores the chosen language in the visitor’s browser (localStorage) so the website appears in that language on later visits. The script sets no cookies.

The entry stays in the browser until the visitor deletes it. Storing it is limited to what is strictly necessary for the language function the visitor uses (§ 25(2) no. 2 TDDDG).

Translation

To translate a page, the script sends the page’s text to our translation service. Because the visitor’s browser connects to the service, the service also receives the visitor’s IP address and the technical information that is part of every request.

Page text usually contains no personal data. If a page does contain personal data, for example names on a team page or text shown only to a logged-in user, this text is sent to us as well. The customer decides on which pages the script runs.

Text that is translated for the first time is translated by AI. For this we use a large language model of Anthropic PBC, USA, through its API, as a sub-processor. Transfers to Anthropic are based on the EU standard contractual clauses (Art. 46(2)(c) GDPR).

Each translation is stored in a translation memory for that website. Later visitors receive the stored translation, so the same text is not sent to the AI provider again.

The translation service and the translation memories run on servers of netcup GmbH in Germany.

Inline editing

Customers can correct translations directly on their live website. This edit mode can only be used by the site owner. Corrected sentences are stored in the translation memory and are never re-translated.

Deletion

When a customer cancels, the script stops translating and the website shows its original language. The website’s translation memory, including manual corrections, is deleted 30 days after the cancellation takes effect.

Retention

We keep personal data only as long as it is needed for the purpose it was collected for, unless a statutory retention obligation applies. While such an obligation applies, we use the data only for that purpose.

Your rights

You have the following rights regarding your personal data:

To exercise your rights, email info@heylingo.io. If your request concerns a website that uses heylingo, please contact the operator of that website first, as it is the controller. We support our customers in answering such requests.

Right to object

Where we process your data on the basis of Art. 6(1)(f) GDPR, you can object to the processing at any time on grounds relating to your particular situation (Art. 21 GDPR). We will then stop processing your data, unless we can demonstrate compelling legitimate grounds that override your interests, rights and freedoms, or the processing serves to establish, exercise or defend legal claims.

Right to lodge a complaint

You can lodge a complaint with a data protection supervisory authority (Art. 77 GDPR), in particular in the EU member state of your habitual residence, your place of work or the place of the alleged infringement. The authority responsible for us is Der Landesbeauftragte für den Datenschutz und die Informationsfreiheit Baden-Württemberg (the State Commissioner for Data Protection and Freedom of Information of Baden-Württemberg).

No automated decision-making

We do not use automated decision-making, including profiling, within the meaning of Art. 22 GDPR. The AI used by heylingo translates text; it does not make decisions about people.

Changes to this policy

We update this policy when our services or the legal requirements change. The current version is always available on heylingo.io. The date of the last update is shown at the end of this policy.

Last updated 10 October 2026

Terms of service

These terms of service govern the use of heylingo, a service that makes websites multilingual. heylingo is offered to businesses only.

1. Scope and parties

These terms apply to all contracts for the use of heylingo between Jermaine J. Ernst, c/o Block Services, Stuttgarter Str. 106, 70736 Fellbach, Germany, email info@heylingo.io (“we”, “us”) and our customers (“you”).

heylingo is offered exclusively to entrepreneurs (Unternehmer) within the meaning of § 14 BGB. These are natural or legal persons or partnerships with legal capacity who conclude the contract in the exercise of their commercial or independent professional activity. Consumers are not our target group. By concluding a contract, you confirm that you are acting as an entrepreneur.

Your own terms and conditions do not apply, even if we do not expressly object to them, unless we have agreed to them in text form.

2. The service

heylingo makes your website multilingual. You add one script tag to your website. The script shows a language switcher, selects the visitor’s preferred language, stores the chosen language in the visitor’s browser, sends the page’s text to our translation service and replaces it with the translation.

Text that has not been translated before is translated by AI (a large language model) and stored in a translation memory for your website. Later page views receive the stored translation.

All languages supported by heylingo are included. The currently supported languages are listed on heylingo.io.

You can correct translations directly on your live website, in an edit mode that only you as the site owner can use. Sentences you have edited manually are never re-translated.

There is no user account or dashboard on heylingo.io. Invoices, your payment method and cancellation are managed in the Stripe Customer Portal.

For the term of the contract, you receive a non-exclusive, non-transferable right to use the heylingo script on your website. All other rights to heylingo remain with us.

We may use subcontractors to provide the service, in particular for hosting and AI translation. We may develop heylingo further and change its features, provided the core function described in this section is preserved and the change is reasonable for you.

3. Conclusion of the contract

The description of heylingo on heylingo.io is not a binding offer.

You sign up through Stripe Checkout, which you reach via the payment link on heylingo.io. By completing the checkout, you make a binding offer to conclude the contract. We accept it by activating your subscription, which normally happens immediately after checkout.

The contract language is English. These terms can be viewed, saved and printed on heylingo.io at any time.

4. Prices and billing

heylingo has one pricing model: pay per use. The price is a monthly price per one million translated characters, as listed on heylingo.io (currently EUR 20 per 1,000,000 characters per month). It includes all supported languages.

The characters counted for a month are the characters of the translated text that heylingo keeps for your website in its translation memory, across all target languages. Page views and the number of visitors do not affect the price.

Billing runs through Stripe as a metered subscription. Your usage is billed monthly in arrears and charged to the payment method you stored with Stripe. Invoices are available in the Stripe Customer Portal.

All prices are net prices. VAT is added where applicable.

We announce price increases by email at least 30 days before they take effect. A new price applies from the first billing month after it takes effect. As you can cancel at any time, you can avoid a price increase by cancelling before it takes effect.

If a payment fails, we may suspend the service after notifying you until the outstanding amount has been paid. During a suspension, your website shows its original language.

5. Your obligations

You must hold all rights needed to have the content of your website translated, stored and displayed, including in translated form.

You grant us a non-exclusive right to process, translate, store and deliver your content and its translations, to the extent necessary to provide heylingo. This includes the right to have our subcontractors do so. The right is limited to the term of the contract and the deletion period in section 8.

You must not use heylingo for unlawful content, in particular content that infringes the rights of third parties or violates criminal law.

You are responsible for integrating the script correctly, as described by us, and only on websites that you operate or are authorised to operate.

You must not misuse heylingo. In particular, you must not:

If a third party asserts claims against us because of content on your website or because you breached these terms, you indemnify us against these claims, including the reasonable costs of legal defence. This does not apply if you are not responsible for the breach.

6. AI translations

Translations are produced automatically by AI. We do not review them before they are shown on your website.

Machine translations may contain errors, omissions or wording that does not fit the context. We provide machine translation, not a reviewed or certified translation.

You should review translations, especially where errors can have legal or financial consequences, such as legal texts, prices, product information and safety notices. You can correct any translation in the edit mode on your website.

You are responsible for all content published on your website, including its translations.

7. Availability

We aim to keep heylingo available and working, but we do not guarantee a specific availability or uptime. Interruptions can occur, for example due to maintenance, updates or disruptions at our subcontractors.

If heylingo is unavailable, your website shows its original language. As you pay only for translated characters, no charges arise for text that is not translated.

8. Term and cancellation

The contract starts when it is concluded and runs for an indefinite period.

You can cancel at any time in the Stripe Customer Portal or by email to info@heylingo.io. Usage up to the effective date of cancellation is billed.

We can cancel the contract with 30 days’ notice by email.

The right of both parties to terminate for good cause without notice remains unaffected. Good cause for us exists in particular if you are in default of payment despite a reminder, use heylingo for unlawful content or seriously breach your obligations under section 5. In these cases, we may instead suspend the service for your website.

After the contract ends, the script stops translating and your website shows its original language. We delete your website’s translation memory, including manual corrections, 30 days after the contract ends. We recommend removing the script tag from your website.

9. Data protection

We process personal data in accordance with the GDPR and our privacy policy.

When you use heylingo, we process the content of your website on your behalf. For any personal data of visitors to your website, you are the controller and we act as your processor. A data processing agreement under Art. 28 GDPR is available on request at info@heylingo.io.

You are responsible for meeting your own data protection obligations towards the visitors of your website, in particular for informing them about the use of heylingo in your privacy policy.

10. Liability

We are liable without limitation for intent and gross negligence, for injury to life, body or health, where we have given a guarantee, and under the German Product Liability Act (Produkthaftungsgesetz).

For slight negligence, we are liable only for breach of an essential contractual obligation. This is an obligation whose fulfilment makes the proper performance of the contract possible in the first place and on whose fulfilment you may regularly rely. In that case, our liability is limited to the damage that is typical for this type of contract and foreseeable when the contract was concluded.

Otherwise, liability for slight negligence is excluded. Strict liability for defects that already existed when the contract was concluded (§ 536a(1) BGB) is also excluded.

These limitations also apply in favour of our vicarious agents and subcontractors.

11. Changes to these terms

We may change these terms for a valid reason, in particular because of changes in the law or case law, or changes to heylingo. We will notify you of changes by email at least 30 days before they take effect.

You can object to the changes within this period. If you do not object, the changed terms are deemed accepted. We will point this out specifically in our notice. If you object, the contract continues on the previous terms, and we may cancel it in accordance with section 8.

This procedure does not apply to changes to the main obligations of either party. Price changes are governed by section 4, changes to the service by section 2.

12. Final provisions

German law applies, excluding the UN Convention on Contracts for the International Sale of Goods (CISG).

If you are a merchant (Kaufmann), a legal entity under public law or a special fund under public law, or if you have no general place of jurisdiction in Germany, the exclusive place of jurisdiction for all disputes arising from this contract is the competent court for Fellbach, Germany. We may also bring an action at your general place of jurisdiction.

If any provision of these terms is or becomes invalid, the remaining provisions remain valid. The invalid provision is replaced by the statutory provisions.

Last updated 10 October 2026