Over 20% of queries carried out on Google are related to locations and, according to Bing, 53% of mobile queries have local intent. With these figures in mind it's easy to see the huge potential that a geographic campaign can deliver.
Making Links More Natural
Google has released several new algorithms recently designed to penalise brands that have been carrying out manipulative link-building tactics. One of the major red flags to Google is when sites build too many links with the same anchor text so it's really important to make sure that you vary the anchor text across lots of keywords when you are targeting a specific landing page.
Keyword Data Not Provided
When Google changed to using a https connection for all logged in app store users, it meant that keyword data is no longer passed to web analytics tools when a user clicks on a search result. Google claimed this was to protect users privacy but AdWords advertisers still get access to the data so it seems the decision was more to do with the roll-out of Google+.
The major change for SEO is that sites which get a lot of brand search traffic will be seeing a lot of that reported as "not provided" – make sure that if you are seeing non-brand SEO traffic increasing this isn't just because your brand traffic is leaking into the non-brand bucket via the "not provided" keyword.
How to Easily Manage SEO Across Multiple Countries
In the past it wasn't very easy to launch sites in multiple countries but recently we have worked with Google & a major UK ecommerce client to test and refine the use of the hreflang tag which allows websites to have exact copies in multiple languages without risking a duplicate content penalty. The site we worked with had a UK main site as well as a US and Irish version on separate domains with identical content. The only difference was the currency that prices were displayed in.
The hreflang tag allows sites to consolidate link equity across the multiple sites and works in multiple languages too so you can run an international campaign without any extra link-building expense.