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2 SITUATIONAL ANALYSIS The Search Engine Optimization plan in Oamk started with Website’s situational analysis, to identify where are the challenges and opportunities for improvement concerning SEO. According to the Business Dictionary, 2017, a situational analysis is a “systematic collection and evaluation of past and present data, aimed at (1) identification of internal and external forces that may influence the organization's performance and choice of strategies, and (2) assessment of the organization's current and future strengths, weaknesses, opportunities, and threats.” The situational analysis will provide data and insights to explain the current situation of Oamk’s international website using qualitative and quantitative data concerning SEO elements and suggest what can be improved. SEO is done through different tactics including content development, HTML, and other techniques that involve developing content in a desirable format, inserting media and other engaging elements to the website’s content, and gaining links to the domain from other high-quality domains. SEO can be roughly categorized to two different categories, on-page SEO and off-page SEO. On-page SEO is the practice of optimizing websites or webpages in order to rank higher and earn more relevant traffic in search engines, while off-page SEO refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs) (MOZ, 2017). SEO can improve the ranking of websites or webpages, as well as its value when it comes to search engine visibility. This chapter will explain how the current SEO analysis was done in the commissioner’s website and what was analyzed. 2.1 Current international SEO analysis In an increasingly globalized world, it is important to be found by search engines. As Oamk’s business is global, then Search Engine Optimization (SEO) takes on a predominant role in making their website contents universally available. If a company wants to highlight its contents on Google for international markets, it needs to work out an SEO strategy, so that it can promote itself to the international target audience, maximizing all the effort and investment spent creating the website. The goal of SEO is to generate more traffic to the website, by increasing the number of qualified visitors and boosting not only the number of customers but also the increase in deals closed. 11PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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