Give each language its own URL
English and Bulgarian versions should have stable, crawlable addresses. That lets visitors share the exact version they are reading and gives search engines a clear page to index. The language switcher should link directly between equivalent pages rather than sending everyone back to the homepage.
Use hreflang and self-referencing canonicals correctly
Each equivalent page can identify its English and Bulgarian alternatives with hreflang while canonicalizing to itself. The signals should be reciprocal. A Bulgarian page should not canonicalize to the English version simply because the topics are equivalent; they serve different language audiences.
Translate meaning, not only individual words
Titles, headings, descriptions, calls to action and service explanations should read naturally in each language. Search behaviour is not always a word-for-word translation. Keep business facts consistent while allowing the wording to match how Bulgarian and English readers actually understand the service.
Keep both versions complete
If an important service, policy or price exists in one language but not the other, the experience becomes uneven. Decide which pages are genuinely multilingual and maintain both versions when facts change. A smaller complete bilingual site is often easier to trust and maintain than a large site with partially translated sections.
