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Figure 13 - Example of text where Oamk was using only h1 tag for a large amount of text, when it could have been developed using more heading tags. Although there are controversies between SEO specialists about the significance of heading tags, the Search Engine Journal, 2016, states that in terms of on-site SEO, heading tags’ careful optimization can lead to Google better understand the structure of the text on a page and to major ranking increases. Other step of the situational analysis, concerning Relevance and Readability, was the image examination. Images make a piece of content more vivid and can contribute to the SEO. Image SEO starts with the right file name, scale, responsive images, captions and alt texts (Yoast, 2017). The alt text (HTML: Alt= or Alt Src=) is added to an image so there will be a descriptive text when the image for whatever reason can’t be displayed to the visitor. The alt text must contain SEO focus keyword for that page and relates to or describes the image (Yoast, 2017). During the image examination, it was found that Oamk was not using alt text at all on the images from the English part of the website, or instead, they were using Finnish words on the alt texts for images in the English part of the website: 22PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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