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Figure 12 - Benchmarking analysis for keywords 2 From these results, we can see that Jamk (Jyväskylä University of Applied Sciences) would appear in the first page results for both searches, while Oamk would not be found by a searcher. Moreover, compared to all the other multidisciplinary universities of applied sciences, Oamk had the worst ranking in SERPs for the searches abovementioned. Other negative point identified was that Oamk was not using properly the Heading Tags (h1,h2,h3, h4) on some important English pages. Heading tags refers to the HTML markup used to distinguish headings and subheadings within a website’s content from other types of text (e.g. paragraph text). They run from h1–h6, historically in a sense of ‘importance’ (Search Engine Journal, 2016). The situation is exemplified by the next figure: 21PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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