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Figure 17 - Googleboot found an increase of server errors. Retrieved on 22.11.17, Source: Google analytics. From all the reasons evidenced above, it was possible to assume that an international student would not find Oamk’s website easily when performing searches in Google related to studying in Finland or Bachelor’s Degrees in Finland, for example. This is due to the fact that the school was not doing any kind of SEO for the English pages when this analysis was done. Consequently, it was proved the need of a SEO project for the English pages in www.oamk.fi. 2.2 SWOT analysis According to the Business Dictionary, the SWOT is a type of situational analysis in which internal strengths and weaknesses of an organization, and external opportunities and threats faced by it are closely examined to chart a strategy. SWOT stands for strengths, weaknesses, opportunities, and threats. Using all the negatives and positive points from the situational analysis before mentioned, it was possible to build a SWOT analysis, showing the strengths, opportunities, weaknesses and threats for the Oamk’s Search Engine Optimization plan. 25PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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