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Figure 26 -Figure 25 - Most used anchor text terms in Oamk.fi In the figure above, it is possible to consult the most used anchor texts in Oamk.fi site. There are many links with not anchor text, which can be improved by adding relevant anchor texts. Still, the commissioner can identify its content pieces with the strongest positions in Googles’ ranking and find ways to add links that allow Oamk to pass some of that “page authority” on to another piece. 4.11 Structured Data Markup & Google Data Markup Helper Structured data is a standardized format for providing information about a page and classifying the page content; for example, on an article page, headline, description, who is the author, date of publication, publisher and so on. (Google Developers, 2017) In the Oamk’s case, they have a website with a lot of articles. If they add structured data to a page within an article, their ranking in Google will change. It will be much “richer” regarding content that’s shown. That’s the reason these results are called rich snippets (Yoast, 2017). This is what a rich snippet looks like: 41PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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