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4.8 Domain authority Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank. (MOZ, 2017). The Oamk’s MOZ Domain Authority rank is shown below: Figure 25 - Oamk MOZ Domain authority The site’s overall reputation can send positive or negative signals to search engines (Busche, 2017). As the commissioner’s content helps establish its brand’s authority, the site’s “search prestige” rises. Similarly, if the commissioner’s site is a creditable source within its niche, that will give any content published by the commissioner an extra boost. The backlinks we just analysed contribute greatly to a certain domain’s reputation. Having authoritative backlinks, meaningful internal linking, and removing unnecessary or spammy links, are all essential tactics to improve the commissioner site’s domain reputation over time (Busche, 2017). 4.9 Images File name and Alternative text Images, when added with a certain consideration, will help readers understand website’s contents better. “A picture is worth a thousand words”. As confirmed by Busche, 2017, images and other media types receive special treatment when crawled by search engines. According to Moz, 2018, alternative text and images file name are description of a graphic, which usually isn’t displayed to the end user, unless the graphic is undeliverable, or a browser is used that doesn’t display graphics. Alt text and image file name are important elements, because without them search engines can’t distinguish one picture from another. 39PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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