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1. You can use any version you want as the x-default, it is merely the version that will be shown if none of the other languages are relevant. 2. Yes 3. I'm guessing you forgot to change the url, so here's the correct structure: Hope this helps you!

Hi There, This is exactly what the hreflang tag is for, to tell Google that each subfolder and page is targeting a different country and possibly language, and so is not duplicate content. The SEO agency is not giving you the right information so you should fire them! If a pages exists like this: yourstore.com/au/category/product-1 yourstore.com/us/category/product-1 yourstore.com/ca/category/product-1 yourstore.com/uk/category/product-1 As long as every page has an hreflang tag pointing to itself and the other versions you will be absolutely fine, no duplication, no worries! Read More https://support.google.com/webmasters/answer/189077?hl=en I hope that helps, Regards Nigel