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Before starting the actual Search Engine Optimization plan and keyword research, the mission statement for the Oamk’s international website SEO project was defined: Oamk’s international website (www.oamk.fi/en) is the website of Oulu University of Applied Sciences in English, focused on internationalization and international people. The information of the website helps foreign students and stakeholders stay updated about Oamk and its events, as well about practicalities about studying in Oulu and in Finland. The mission of the Search Engine Optimized website is to ensure that information is available for everybody who search for content related to Oamk and its study options in Google, enhancing international visitors’ experiences, by providing exclusive and unique content that answers their questions and doubts asked in the search queries. Improving the quantity of top position rankings and average positions in search engine results pages (in short, SERPs) supports visibility, brand awareness and many other associated measures of progress (Wilson, 2016). Consequently, from the Digital Marketing perspective, excellent SEO practices are of paramount importance to the success of businesses that depend on reach and visualization, as it allows to achieve these objectives in an organic way and without spending large amount of money (MOZ, 2017). The way a company appears in SERPs can alter its course and determine outcomes. When attention is not put properly on SEO, a company puts itself at risk: competition can swoop in and reputations get tarnished (Ahola, 2017). Nowadays, achieving relevance is the main SEO guiding principle. Search algorithm obsession is not a best practice in SEO. Living in fear of updates to core rankings means doing SEO wrong. Google has publicly urged webmasters and SEOs to not fixate on each individual component of their core algorithm (Ahola, 2017). Consequently, the focus of SEO is not on algorithms changes, but, in quality content development aligned with the new technologies. 7PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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