In short. HubSpot joins page language variants to a primary page and automatically uses valid language codes and full URLs in documented hreflang links.
Definition: A HubSpot multi-language group joins language variations of one page to a primary page. HubSpot uses the group to connect published translations for visitors and automatically supplies valid language codes and full URLs in the
hreflanglinks documented for hosted multi-language pages.
Key facts
- HubSpot says that a page's multi-language variations combine to form a multi-language group, which you manage from the pages dashboard. HubSpot's multilingual page documentation describes this grouping.
- A new variation keeps the page structure and URL pattern while using a language-specific slug, according to the same documentation.
- HubSpot's SEO recommendations state that hosted multi-language pages automatically use valid language codes and full URLs in their
hreflanglinks. The SEO recommendations give both details. - Google says each language version must list itself and all other language versions in the alternate set. Google's localized-versions documentation defines this reciprocal requirement.
How does HubSpot form the language group?
HubSpot starts with a page and lets you choose Create language variant from its Actions menu. The variation language is selected in a dialog, and the content editor exposes a multi-language variation dropdown for switching between variants. The page documentation, last updated February 2, 2026, says that the variation keeps the same page structure and URL pattern while receiving a language-specific slug.
The variations then become one multi-language group. To add another existing page, HubSpot instructs you to choose Add to language group, select the group's primary page, and save. You can also convert a variation to the group's primary page. The primary page is therefore a relationship inside the group that can be changed in the page dashboard.
What does HubSpot generate for alternate languages?
The visitor-facing part is a language switcher module. HubSpot says that it lets visitors switch between translated versions and appears only when multiple pages in the group have been published. Its display mode can show language names as localized, in the current page's language, or in a hybrid form.
The search-facing part is the hreflang annotation set. HubSpot's SEO documentation says that multi-language pages hosted on HubSpot automatically use valid language codes. It also says that those pages automatically use full URLs, including the http or https protocol, in the links. For example, the documentation contrasts a relative path with a fully qualified URL:
link rel="alternate" href="https://www.hubspot.com/example-page/fr/" hreflang="fr-fr" />
Google explains that hreflang identifies localized variations of the same content. It does not use hreflang or the HTML lang attribute to detect the page's language; its algorithms determine the language. HubSpot's public page does not specify whether its automatic annotations are emitted in HTML, HTTP headers, or an XML sitemap, so the exact transport should be checked on the rendered page.
How should you check the generated links?
Inspect the HTML head of a published variation and look for one rel="alternate" link for every language variation, including the current URL. Google's documentation says the set should be identical on every version of the page, and that alternate URLs must be fully qualified. A representative set has this shape:
<link rel="alternate" href="https://example.com/en-gb" hreflang="en-GB" />
<link rel="alternate" href="https://example.com/en-us" hreflang="en-US" />
<link rel="alternate" href="https://example.com/en-au" hreflang="en-AU" />
<link rel="alternate" href="https://example.com/country-selector" hreflang="x-default" />
Google also documents HTTP headers and XML sitemaps as equivalent ways to indicate alternate versions. For a page group, compare the links on two published variations: each should name the same URLs and language codes, and each URL should point to the corresponding published page. Google's guidance says a pair of pages must point to each other for the annotations to be processed.
Related terms
- hreflang
- How do I check reciprocal hreflang links between translations?
- Should translated pages have separate URLs?
FAQ
Does the primary page receive a different hreflang treatment?
HubSpot uses the primary page to organize the group and to attach new pages to it. Google's rule applies to every version, so the primary page also lists itself and the other language versions.
Does adding a language switcher create the group?
No. HubSpot describes the switcher as a module that appears when multiple pages in an existing multi-language group are published. The group is created and managed through the page variation and primary-page actions.
Is x-default required for a HubSpot group?
Google documents x-default as a fallback value for users whose language is not explicitly listed. It is an available annotation for a selector or fallback page, rather than a HubSpot group requirement stated in the multilingual page documentation.
Sources
- HubSpot, "Create pages in multiple languages", 2 February 2026
- HubSpot, "Understand SEO recommendations", 15 September 2026
- Google Search Central, "Localized Versions of your Pages", 21 September 2026
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