Locating the divisions of global sites into the correct geo-targets or countries can be a challenge, even for Google. The process becomes particularly tough when dealing with multiple versions of the same language such as British English vs. American English, as quality measures brought in through tools such as "Panda" – Google's duplicate content filter – can incorrectly think these duplicate pages are evidence of black-hat SEO tactics and therefore penalise your website.
Since 2010, Google has offered a tagging approach called "Hreflang" that offers a good solution to the problem. Hreflang tags tell the search engine the language of a webpage, including language variations such as British English (en-GB) vs. American English (en-US). This avoids them classifying the pages as duplicate content and therefore stops them penalising your website. It also helps them understand your intended target country, enabling them to rank the correct web page in the correct region.
We will review your site map and check your performance in all of the countries in your network, providing recommendations on how and where you can make changes, such as adding Hreflang tags, to optimise your website and improve your geo-targeting.