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Oamk can understand who the audience for any particular content piece is, thinking of keyword phrases will become much easier. Oamk was not using any kind of focus keywords (explained in the chapter 2.1.2 - Relevance), which nowadays are essential for a good ranking positioning in Search Engine’ results (MOZ, 2017). Therefore, it was possible to assume that an international student with the search intention to find about studies opportunities and scholarships in Finland, would not find Oamk’s website easily when performing searches related to studying in Finland or Bachelor’s Degrees in Finland, for example, as evidenced in the situational analysis. Using Google Keyword Planner and Google Suggestions train, several keywords were compared after a brainstorm. As exemplified in the picture below: Figure 22 - Example of Keywords comparison done during the thesis, using Google Keywords planner to define keywords for Oamk. Moreover, according to Neil Patel, 2018, long tail keywords are the foundation of an effective SEO strategy. Long tail keywords are keywords or key phrases that are more specific – and usually longer – than more commonly searched for keywords (Yoast, 2017). Long-tail keywords account 31PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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