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Hello Benjamin, This is an interesting problem. I'm going to provide my opinion, but I highly recommend studying up on International SEO, which you can do at the links below: https://moz.com/learn/seo/international-seo http://www.aleydasolis.com/en/ I don't know what the plugin does, but if it generates a new URL (e.g. adds ?loc=ca or something like that) for the location change you'll want to use rel="alternate" hreflang="*" tags, which would look something like this: Google recommends putting one language per page, so that would be a different URL for each version, as highlighted in red here. **However, it sounds to me like all of this is done client-side using JavaScript, and that the URL doesn't change, only the content.** If this is the case - as long as you are serving the same content to Googlebot crawling in Canada as you are to a visitor in Canada you probably won't have any issues, as described here: https://webmasters.googleblog.com/2008/06/how-google-defines-ip-delivery.html . For the situation you described, it seems like you could put both keyword variations in the content and that would be good enough. But then you don't want to spell specialising with an S in one line and specializing with a z in the next. Another thing to look into is whether both versions of the content appear in the code, or just one or the other. You definitely don't want to have multiple versions of the content in the source code. But you also don't want to hide both versions via JavaScript, only to load one or the other client-side. That creates even more problems. One would think there would be a Vary: Location response header, similar to how responses are provided when content varies by user-agent or cookie: https://www.fastly.com/blog/best-practices-for-using-the-vary-header . Alas, I can't find any use cases of this and it's not a "thing". I'm not sure why this is, but maybe an International SEO Expert like Alayda Solis would know. I'll ping her into the thread if she has time.

Thank you so much Kristina I thought there would be more benefits having it like a standard webpage, HTML. Given we already have the eBook in PDF format (72 pages done by a graphic designer), I was wondering if there was a happy medium like creating new web pages and 'embedding' the PDF? This was suggested by the web developer however we weren't sure if/how it would benefit SEO. I'm just trying to weigh up the cost vs benefit of creating many more html pages. Ideally, I don't think we would have gone with a PDF in the first place. I guess we had seen a lot of eBooks which are in PDF format. Thank you! Laura