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4 ON-PAGE SEARCH ENGINE OPTIMIZATION PLAN According to Busche, 2017, few years ago, the dominant belief in SEO was something along the lines of “think like a search robot.” Today, as algorithms become smarter and more attuned with human motivations, the suggestion has changed to “think like a searcher.” That is, a human one. According to Prabhu & Shenoy, 2016, on-page SEO are all factors controlled by the website’s owner, including the source code. It contains for example, metatags, title tags and meta descriptions, headings, internal links, site maps, URLs, content, semantics, and ease of navigation, examples of elements that were also supported by Busche, 2017, in the Reputation, Relevance and Readability model used in the situational analysis. On-page SEO overall focuses on efficient presentation of content to website users. Adhering to semantics and optimal web page structure are imperative for a site’s success: they result in a site that is systematic and organized and that provides better readability not only for users but also for search-engine crawlers. (Busche, 2017) 4.1 Keywords & topics Research As stated by Ahola, 2017, when a user enters a keyword in the search engine, SEO's goal is to make one (or several) of the pages of the commissioner’s website appear among the first results of organic search. Although keywords are not necessarily the heart and soul of SEO, they are still the best path to attaining search goals. According to Busche, 2017, as search engines nowadays approach to humans in their “understanding” of content, it has become more important to think semantically, that is, with connotation or the meaning of language use. Focusing on semantics means focusing on what keywords stand for in order to come up with more useful ways to serve and insert them. It also suggests finding other related keywords that users would also think of when typing in a search box. Instead of spreading specific words everywhere, new algorithm changes focus on figuring out if a certain page answers searchers’ needs, a principle also known as user search intent. Overall, the focus must be on the intention the user brings to the query, which is more likely to anticipate what the person wants to know (Ahola, 2017). Put simply: why are people searching in the first place? If 30PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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