If you are a company with a multi-language and multi-country approach (what I call the global reach, local touch model), then localizing websites which share a common language presents a particular set of challenges. These challenges have come into sharp focus since Google announced new markup in early December, the rel-alternate-hreflang tag, so that it can more easily serve users what it might otherwise deem duplicate content, in the right language and for the right country.

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