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Companies that position themselves in Google's first (unpaid) organic results are perceived as market leaders, with confidence and quality perception superior to the competition. The theory of SEO is complex, and it is easier to be understood from the so-called "user experience" perspective. That is, the user’s own experience of search engine searching. Nowadays, people are regularly engaged in the Google ecosystem of search engine optimization and search engine marketing. Anyone that type in anything on Google, is involved in SEO. There are several hundred known and theoretical ranking factors, and they affect "position" on Google. They determine how high a web site, social media or article will rank on Google, and the search engine optimization community is constantly trying to figure everything out. Having an SEO-compliant website means having and managing a website in a way that it follows search engine understanding and communicates clearly what it's about to its target audience (Clay, 2015). Users are the most critical aspect of search, because search engines were made to help them find information and content. Therefore, the focus should be on user intent and user satisfaction, rather than using underhanded, manipulative techniques. As the engines continue to evolve, search protocols and ranking factors may change, but SEO and user experience will continue to work aligned. (Shenoy & Prabhu, 2016) Concerning the benefits of SEO for higher education, incorporating SEO in the website increases traffic, and the recommendations of users visiting the website can help Oamk to get more hits and attract new customers (a lot depends on the content or what's on offer). The reach and scope achievements by implementing SEO, leads to a larger audience. Organic SEO results are not dependent on ads, and with efficient maintenance, can make the site appear at the top results without having to advertise. As stated by Busche, 2017, at its most basic level, an SEO strategy involves dealing with 15 items, or ranking factors, grouped in the following three main categories: Reputation, Relevance and Readability, as follows: Table 1 - SEO content optimization Reputation, Relevance and Readability. Busche, 2017 Category Meaning Main factors Reputation Factors related to the level of authority that search engines assign to the website's domain. Inbound links; Outbound or external links; Internal linking; Domain reputation; Visitor engagement and traffic; Social metrics. 12PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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