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Internal linking Usability, operability and functionality Search appearance Site speed (including mobile, device and desktop) Users and search engines can discover associated content without the need to use the main or supportive navigation elements of the website How intuitive the site is and how friendly it appears to be to users Uses an example to illustrate the elements of Google Search results. Used to visualize how Oamk's site may appear in search and learn more about the content or structure changes needed to influence each possible element. Including mobile, device and desktop speed. Several analytics tools can be used to measure the abovementioned metrics. Such tools, as well as the audition suggestions, will be explained in the next topic. 5.2 Analytics tools and audition Google Analytics (GA), Google Search Console (GSC) and Google Webmaster Tools (GMT) are free tools and are easy to utilize. According to Ahola, 2017, it’s crucial to combine GA with GMT for website SEO performance analysis and measurement. Creating benchmarks within analytics is simple, annotations are the key to making meaningful observations, and documentation is the key to memorize and understand SEO implementations. Example of analytics for SEO in Internationalization context, used in the situational analysis, that can be used in the future for comparison with the initial state, are: Users per country, Users’ language, User acquisition per country, Engagement (session duration, number of sessions and number of page views in International countries), Returning x new visitor, top landing pages and top search queries. This project gave lots of guidelines on how to implement SEO changes for internationalization, once the commissioner has implemented them, they can perform the SEO audit on-page. The on- page audit involves a deep analysis and comparisons to the state before the implementation. The commissioner can take a good look at the website and compare it against the data provided in the situational analysis, after the implementations have been done. 46PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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