English pages given preference over local language

[Billywig]

We recently launched a new design of our website and for SEO purposes we decided to have our website both in English and in Dutch. However, when I look at the rankings in MOZ for many of our keywords, it seems the English pages are being preferred over the Dutch ones. That never used to be the case when we had our website in the old design. It mainly is for pages that have an English keyword attached to them, but even then the Dutch page would just rank.

I'm trying to figure out why English pages are being preferred now and whether that could actually damage our rankings, as search engines would prefer copy in the local language.

An example is this page: https://www.bluebillywig.com/nl/html5-video-player/ for the keywords "HTML5 player" and "HTML5 video player".

[mec0011]

Possible Reasons for English Page Preference:

Technical SEO:
Hreflang tags: Double-check your hreflang implementation to ensure it's correctly pointing to the Dutch version for Dutch users.
Content differences: Verify if the content on the Dutch page is identical to the English page, including title tags, meta descriptions, and headings. Even slight differences can impact rankings.
Mobile responsiveness: Ensure both versions are mobile-friendly and optimized for different screen sizes.
Content Quality:
Keyword targeting: Analyze keyword usage in both versions. Are the Dutch pages properly optimized for Dutch keywords?
Unique content: While mirroring content is acceptable, unique value in the Dutch version can attract Dutch users and improve rankings.
User engagement: Check analytics to see if users engage more with the English page (e.g., higher time on page, lower bounce rate). This can signal search engines about user preference.
Potential Impacts and Actions:

Ranking Damage: While having English pages rank for Dutch keywords isn't necessarily damaging, it can divert traffic from the intended audience. Ideally, the Dutch page should rank for Dutch keywords in the Netherlands.
Investigate: Use tools like Google Search Console and Moz to analyze specific keyword rankings, crawl errors, and user engagement metrics for both versions.
Optimize Dutch Pages: Ensure proper technical SEO, optimize content for Dutch keywords, and consider adding unique value to attract Dutch users.
Monitor and Refine: Track progress and adjust your approach based on ongoing analysis and results.