Millions of Canadians search in French, and in Quebec most searches are in French. Yet many bilingual websites rank well in English and barely at all in French. The causes are usually structural, and fixable.
Choose a clear URL structure
Each language needs its own URLs so Google can index both. The common options are:
| Structure | Example | Notes |
|---|---|---|
| Subfolders | example.ca/fr/ | Easiest to manage; both languages share authority |
| Subdomains | fr.example.ca | Works, but treated more like separate sites |
| Separate domains | example.ca and exemple.ca | Strong branding, but more work to build authority for each |
For most businesses, subfolders are the simplest and most effective choice. Avoid switching language with cookies or scripts on the same URL: Google may only ever see one language.
Set up hreflang
Hreflang tags tell Google which pages are translations of each other and which language each one is for, such as en-CA and fr-CA. Without them, Google may show your English page to French searchers, or treat the two versions as duplicates. Plugins like WPML and Polylang handle hreflang for WordPress when configured correctly, but it is worth checking the output.
Research French keywords separately
Translating your English keywords rarely gives you the terms French speakers actually use. Search habits differ, and Quebec French often differs from European French. A direct translation may have almost no searches while a different everyday term has thousands. Research French keywords as their own market, with Canadian data.
Adapt, do not just translate
Machine translation has improved, but unedited translations still read awkwardly to native speakers, miss local terminology and can damage trust. Have content written or carefully adapted by native Canadian French writers, especially for your most important pages.
Do not forget local SEO in French
For businesses serving French-speaking areas, your Google Business Profile description, posts and review responses should be in French too. French-language directories and media are also valuable for links.
A note on Quebec
Quebec's Charter of the French Language sets requirements for French on commercial websites and other business communications. Businesses serving Quebec customers should check their obligations with a legal professional.
If you want help planning or fixing a bilingual site, see our French and bilingual SEO services.