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the most effective solution, using supporting evidence. (Ashford University, 2003). The case study is conducted through non-participant observation by the author. From bibliographic review this work will explain how Google sees and interprets the websites available on the web, and how it affects digital marketing and internationalization in higher education institutions, using the case study of Oamk. Therefore, this thesis will explain organic SEO strategy on-page that can help in indexing and ranking the commissioner’s site in better positions in organic search result. On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines (MOZ, 2017). On-page SEO are all factors controlled by the website’s owner, including the source code. It contains for example, metatags, title tags and meta descriptions, headings, internal links, site maps, URLs, content, semantics, and ease of navigation. On-page SEO overall focuses on efficient presentation of content to website users. Adhering to semantics and optimal web page structure are imperative for a site’s success: they result in a site that is systematic and organized and that provides better reputation, relevance and readability, not only for users but also for search-engine crawlers. (Busche, 2017) (Shenoy & Prabhu, 2016) Moreover, a qualitative analysis (Situation, Benchmarking and SWOT analysis) and a quantitative analysis using Google analytics (Percentage and number of foreigner users, Users per country, User acquisition per country, Level of engagement, returning x new visitor) will be performed. 1.4 Oamk as an international higher education institution The Oulu University of Applied Sciences (Oamk, from Finnish: Oulun Ammattikorkeakoulu) is a limited company and one of the biggest Universities of Applied Sciences in Finland. Oamk educates competent and innovative professionals and do active research and development. Still, Oamk provides bachelor and master’s degree programs, professional specialization studies, pedagogic studies at the School of Vocational Teacher Education, Open University studies as well as supplementary training (Oamk, 2017). Concerning internationalization, currently, Oamk, offers three Degrees entirely in English: professional higher education at Bachelor ́s level in the fields of Business and Technology, and at Master’s level in the field of Education. Annual Tuition fee for international students coming from outside the EU/EEA countries was launched in 2017: 8,000 Euros, as well as scholarships programs were also launched. In the end of the year 2016, Oamk had 350 international degree 9PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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