SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION

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SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION ( search-engine-optimization-seo-as-digital-marketing-techniqu )

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Busche, 2017, HTML contains different tags whose goal is to inform search bots and humans alike what is most important, not as important, and least important on the page. Behind every content page published, no matter how text-intensive, there is a basic source code that determines what is shown. The heading tags (h1 - h6) were created to mark highlights in the website content, to give the user a good reading experience and to provide an organization and sequence of content that makes perfect sense for a search engine. (MOZ, 2017) But, in the case of Oamk the heading tags are not always used properly, as it was demonstrated in the situational analysis. Heading tags, as the name implies, are tags that are used for the creations of headings. The most important tag is the

heading tag, and will usually be the title of a post. Heading tags have a top-down hierarchy from

to

(Yoast, 2017): H1 • H2 • H2 o H3 ▪ H4 ▪ H4 o H3 • H2 This structure follows the nesting of heading tags and this is the sequence in which these tags are to be found in the code, that is, when reading the HTML code, the first heading tag found must be h1. Pursuing the reading, one must find an h2, which can be divided into h3 headings and so on. Also, a new subtopic belonging to a h2 or a new subtopic marked on a h2, derived from the main theme marked by h1 of the page, is valid. The value headings have for SEO is less than it was in the past, but headings still help Google to grasp the main topics of a long post. Using a nice heading structure isn’t that hard and help not only Search Engines, but visitors as well (Yoast, 2017). Using heading tags means placing important ideas in equally important spaces on the page. Many SEO experts claim that including the main focus keyword in the first paragraph has a positive impact in the way search engines rank the piece for that term. Thus, it is useful for SEO to reserve your main container and headings for outstanding, strategic content (Busche, 2017). 34

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