Having a multilingual site is not just “add 3 languages and done”. You must clearly tell Google which page is AZ, EN, and RU. What hreflang does: - It tells Google: “show this language version to this audience”. - Without it, Google may show RU pages to AZ search users (and you lose ranking/CTR). Simple rule: Each language page must reference the other language versions. Example: /az/services /en/services /ru/services Typical mistakes: 1) hreflang points to a URL that redirects or returns 404 2) It is not reciprocal (AZ links to EN, but EN doesn’t link back to AZ) 3) Missing x-default (not always required, but often useful) 4) Canonical conflicts with hreflang (canonical points to a different URL) Result: When hreflang is correct: - Google shows the right language - Duplicate-content issues reduce - Rankings become more stable At KeyTD we always check hreflang early in technical audits because it often gives quick improvements.