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5 RESULTS This thesis provided an International SEO strategy (see figure 20) and an SEO on-page implementation plan for Oamk. The SEO implementation plan pointed the factors that Google currently uses to rank the websites in the SERPs. These ranking factors , are summarized in the table 3, as well as the suggested tactics to improve it for the commissioner’s international website. Still, after the implementation, the commissioner might want to track the improvements. Consequently, the next topic is about the metrics and tools for measuring results and performance concerning SEO. 5.1 Measure results and performance A SEO professional without analytics is a blind one; analytics are the key for measuring which SEO tactics work and which do not (Ahola, 2017). Considering metrics that matter for measuring SEO success, what is most important is identifying what matters most to the commissioner, which is Internationalization, in the context of this thesis. The following achievement areas are some of the most commonly target metric groupings: Quality, Volume (quantity), technical and performance (Wilson, 2016). According to Wilson, 2016, to measure quality of organic SEO the following metrics can be used: Table 3 - Quality metrics Quality metrics Visitor engagement (Bounce rate, Pages per session, Repeat visitors, Average time on page) Demographics Price of keyword Meaning The ability to hold the user's attention or to induce the user to participate in some sort of activity For example, language and location The company can have an estimate of clicks/traffic and times this by the ‘suggested bid’ of each keyword 44PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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