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1 INTRODUCTION This Bachelor’s thesis describes the definition of search engine optimization for an international higher education institution in Finland, introduces a search engine optimization plan for implementing the changes to the institution ́s website and provides analytics solutions for monitoring the effect of change. In the beginning of this chapter the background of the study is described. Then the technology problem and the aim of the research are introduced, as well as the commissioner. 1.1 Search Engine Optimization in the Internationalization context SEO (Search Engine Optimization) is a methodology used to gain traffic by making a website visible in search engine results via organic or paid techniques. The term organic means using natural and free ways to enhance website visibility without using Ads service (paid advertising) (Shenoy & Prabhu, 2016). This thesis aims to support learning about SEO as a digital marketing technique to increase internationalization in higher education, using the case of Oulu University of Applied Sciences (Oamk), a Finnish higher education institution that has the vision of being the leading, multidisciplinary and international University of Applied Sciences (UAS) in Finland. To help the reader better understand and find easily the words or concepts related to SEO and its meanings, the glossary table in Appendix 2 was created. The Oamk has international students from all continents, as well as international staff and international partner universities. Since the implementation of tuition fee regulation in Finland came into effect, a serious discussion on how to attract international students for UAS in Finland has raised (Khadka, 2017). Consequently, as Oamk is an international institution, its website has a wide range of potential users from all over the globe and this thesis aims to explain the use of SEO and how to implement it to ensure that the website’s contents are worldwide accessible and easy to find by potential international users, especially prospective foreign students, ensuring that the international audience can be reached. 6PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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