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As with titles, most SEO consultants recommend placing the focus keyword in the actual URL. Additionally, URLs also are part of that snippet that is served in search results and send signals to searchers that could attract them to or repel them from the commissioner’s content. Like titles, they also can be truncated. Google also has spoken openly in favor of using hyphens instead of underscores in URLs. When a website use hyphens, bots will read the words as two separate terms. Something like for www.oamk.fi/student-experience-finland.html is much more useful than www.oamk.fi/student_experience_finland.html. (Busche, 2017) 4.6 User engagement and traffic When it comes to SEO, understanding user behavior metrics and increasing engagement can improve the commissioner’s results (G5 Insights, 2017). Creating excellent, engaging content isn’t just good for Google; it’s good for the website’s visitors as well. As explained by Busche, 2017, search engines are increasingly trying to emulate human behavior, attitudes, and responses, in the sense that now search engineers are trying to anticipate human judgment, coming up with different algorithms to imitate human reasoning. Being discovered organically, after a searcher has used certain inputs (queries) to find a solution, is the essence of strong SEO. If the content is good and the commissioner’s SERP result looks compelling, people will click it, go to Oamk’s site, and stay there. When users are finding it through genuine searches, the improved rankings will come. Every time someone searches on a relevant keyword, he/she would find one of Oamk’s pages in the results, then click the link and spend quality time on the site, which can improve Google’s impression of the quality of that page and how it ranks against similar pages across the web in the future. (G5 Insights, 2017) According to Busche, 2017, the fact that many users have found a content useful in the past is a basic predictor that others will benefit from it in the future, and search engineers are well aware of manipulations concerning this. Therefore, as logical as it is, popularity in terms of traffic is not one of the most stable building blocks of search engine authority. Engagement, on the other hand, is increasingly becoming the focus of major search algorithms. That is, when people land on the commissioner’s content pages, they must find fast page speeds, intuitive layouts, and device- responsive experiences. This kind of experiences will make them stay on the pages and get interested to engage with its contents, generating user satisfaction. 37PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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