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1.2 Research problem Nowadays, people use Google constantly, to search, ask questions and get information as the result of their searches. If a company/institution is not find in search results, it might have its level of potential leads and effective costumers affected. This thesis will aim to provide an answer to what are the recommended steps in order to implement SEO effectively to a website of a higher education institution, when the target is Internationalization. The research problem was found when the Oulu University of Applied Sciences – Oamk, English website’ pages were not being discovered by search engines nor being found in search engine results pages (SERPs), or were being found in very low-ranking positions, when searches were performed in English. Still, pages in English and images in the international part of the website, were often found with misleading titles and descriptions of its contents. This set of factors may cause low visibility of Oamk in international countries and bad user experience, as well as it can affect internationalization, international student recruitment and international engagement level. Moreover, these are critical factors for the commissioner’s digital marketing, since Finnish Universities of Applied sciences are facing that the number of applicants from outside Finland have been slightly decreased in 2017, after the introduction of tuition fees (Khadka, 2017). As Oamk is an international institution, the organization’s website contents should be accessible and easy to find by potential international users, especially prospective foreign students. 1.3 Research method This work will consider, in particular, the world's most used search engine, Google, which has 91.99% of the Search Engine’ Market share in the world (StatCounter, 2017) and in which the first positions are high competed in search results, especially in English language. For the research, the focus will be on the English version of the commissioner’s website (www.oamk.fi/en), since the target is internationalization. Internationalization can be defined as the designing of a product or a service in such a way that it will meet the needs of users in many countries or can be easily adapted to different cultures and languages. (Investopedia, 2018) The main research method used in this work will be the case study methodology. A case study analysis requires to investigate a business problem, examine the alternative solutions, and propose 8PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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