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3 SEARCH ENGINE OPTIMIZATION STRATEGY The SEO strategy for Oamk aims to provide a plan of action designed to help the institution to achieve the SEO and internationalization goals. The target audience, the value proposition, as well as the main benefits of SEO were created to build the SEO strategy, as follows: Figure 19 - SEO Strategy for Oamk's international website The SEO strategy details are explained in the next sub-chapters. 3.1 Target Audience In the case of this work, the target audience is international students, aged between 16 to 26 years old, natural from Asian, African and European countries, female and male, who are looking for opportunities to study abroad and for scholarships to study abroad, especially in Finland. According to Busche, 2017, instead of splashing specific words everywhere, recent new algorithm changes focus on figuring out if a certain page answers searchers’ needs—a principle also known as user search intent. Put simply: why are they searching in the first place? Broder, 2002, created a framework of three types of search intent that can classify searches as transactional, informational and navigational; Transactional searches are actionable: the users 27PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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