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want to do, apply, interact. Informational searches intend to know or learn something new; and Navigational searches are made to reach/ go to a particular website (Broder, 2002). According to MOZ, 2016, nowadays it is important to expand these three categories to cover searches done via Intelligent Personal Assistants. In the most recent revision of their human rater guidelines, Google introduced a new category — Know Simple — for informational queries that can be answered with a short (< 2 sentences) answer that has an uncontroversial answer (MOZ, 2016), for example, search query: Number of students in Oamk. Content answer: 8500. (see the next figure) Figure 20 - Number of students in Oamk, "Know short" example of search query, with answer These are the types of answers that can be featured quite easily in a featured/rich snippet and contain most of the necessary information, as exemplified above. 3.2 Value proposition & benefits of SEO After the target audience was defined, the main value proposition of this Search Engine Optimization needed to be explained. The value proposition of SEO in the context of this work, is to deliver quality information as results of searches performed in Google and generate value for the audience through quality content that is reputable, relevant and readable. 28PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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