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Alt text is the one place where it is acceptable for the search engine robots to get different content than the human user, but only because the alt text is accessible to the user, and when properly used is an accurate description of the associated picture. Special web browsers for visually challenged people rely on the alt text to make the content of graphics accessible to the users. Essentially, proper alt texts, make easier for google bot to understand what a website’s multimedia content is about. Because these kinds of formats add to the quality of the commissioner’s content experience, it is in Oamk’s best interest to define them in a way that search engines can find it and understand its meaning. As explained by Yoast, 2017, choosing the right file name and alt attribute (alternative text), using responsive images, reducing loading times and file size are essential factors for succeeding in image SEO. The image file name must contain the focus keywords. Still, without even looking at the actual image, the commissioner makes Google know what the image is about. It’s simple: if the commissioner’s content image is a photo of “Business students in Oamk”, the file name shouldn’t be DSC1234.jpg, but, business-students-in-oamk.jpg. Still, Yoast, 2017, explained that loading times are important for SEO. The faster the site, the easier to visit and index a page is. Images can have a huge impact on loading times, especially when the commissioner loads a huge image and show it really small, like using a 2500×1500 pixels image and showing it at 250×150 pixels size (Yoast, 2017). The entire image still has to be loaded. The experts from Yoast advise to scale the image to the size the company want to show it. Unfortunately, that doesn’t mean the file size is optimized as well, that’s just the image size. Another topic essential for image SEO is the reduction of file size, that is, to make sure that scaled image is served in the smallest file size possible. 4.10 Internal linking When a company wants to extend the content experience by suggesting other pieces hosted in their own site, it needs internal linking. According to Busche, 2017, internal links pointing to other pages within the same domain help users navigate a topic and provide meaningful connections to guide them there. Search engines value these kinds of links because they pass on authority from one page to another. 40PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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