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for 70% of all web searches and using them is a way how Oamk can outrank the competition, as long-tail keywords are how people actually search the Internet (Neil Patel, 2018). Consequently, long tail keywords or topics for blog posts and FAQ session (Frequent Asked Questions) were also identified, using the Google Keywords Planner, as the example below: Figure 23 – Long tail keywords for Oamk's website The list of long tail keywords was created after the suggestions are compared and are in Appendix 1, as well as the list of focus keywords (see Appendix 1). According to Moz, 2018, it is necessary to avoid keyword cannibalization or keyword spamming, which is the excessive reuse of the same keyword on too many web pages within the same site. Because, this practice makes it difficult for the users and the search engines to determine which page is most relevant for the keyword. After the keyword research and knowing which keywords the commissioner would like to rank for, it is time to start creating relevant content using SEO copywriting techniques, which will be detailed in the next topic, “Content Development”. 32PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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