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CONTENTS 1 INTRODUCTION ................................................................................................................... 6 1.1 Search Engine Optimization in the Internationalization context .................................. 6 1.2 Research problem ...................................................................................................... 8 1.3 Research method ....................................................................................................... 8 1.4 Oamk as an international higher education institution ................................................ 9 1.5 Thesis structure........................................................................................................ 10 2 SITUATIONAL ANALYSIS................................................................................................... 11 2.1 Current international SEO analysis .......................................................................... 11 2.1.1 Reputation.................................................................................................. 13 2.1.2 Relevance .................................................................................................. 16 2.1.3 Readability ................................................................................................. 20 2.2 SWOT analysis......................................................................................................... 25 3 SEARCH ENGINE OPTIMIZATION STRATEGY ................................................................ 27 3.1 Target Audience ....................................................................................................... 27 3.2 Value proposition & benefits of SEO ........................................................................ 28 4 ON-PAGE SEARCH ENGINE OPTIMIZATION PLAN......................................................... 30 4.1 Keywords & topics Research.................................................................................... 30 4.2 Content Development............................................................................................... 33 4.3 Heading tags ............................................................................................................ 33 4.4 Title & description ..................................................................................................... 35 4.5 URLs ........................................................................................................................ 36 4.6 User engagement and traffic .................................................................................... 37 4.7 Backlinks or Inbound links ........................................................................................ 38 4.8 Domain authority ...................................................................................................... 39 4.9 Images File name and Alternative text ..................................................................... 39 4.10 Internal linking .......................................................................................................... 40 4.11 Structured Data Markup & Google Data Markup Helper........................................... 41 5 RESULTS ............................................................................................................................ 44 5.1 Measure results and performance ............................................................................ 44 5.2 Analytics tools and audition ...................................................................................... 46 6 DISCUSSION AND CONCLUSION ..................................................................................... 47 4PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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