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Relevance Factors that point to the way search engines connect searchers’ queries with the website's content, to ensure that it is appropriate to satisfy their need. On-page keyword and semantic keyword usage; Heading usage; Title and “meta description” optimization; URL structure; Content freshness; Image and media optimization. Readability Factors related to the user’s experience after he/she has landed in a particular content piece of the website. Page speed; Content quality and length; Responsive design and user experience. All the items explained in the table above can be remembered easily if Oamk thinks in terms of what they are helping search engines to discern: Whether the commissioner’s website content is reputable; Whether it is relevant for the searcher’s intent; Whether it is readable and provides a quality experience (Busche, 2017). In this sense, to support the significance of the research problem, a current international SEO analysis was done, focusing on the three main categories suggested by Busche,2017: Reputation, Relevance and Readability. 2.1.1 Reputation Concerning Reputation, or factors relate to the level of authority that search engines assign to the commissioner’s domain, statistics were retrieved from Google Analytics, which reinforce the need of a Search Engine Optimization plan for the commissioner’s internationalization: In one year, from 13th December 2016 to 13th December 2017, 95.15% of the Oamk’s website users were in Finland. Meaning that only 4,85 % of the Oamk’s website users were in foreign countries. From that fact, it is possible to infer that a very low number of foreign prospective students are aware of Oamk’s website and its study offers. 13PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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