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6 DISCUSSION AND CONCLUSION The key objective in this thesis was to set a plan for on-page Search Engine Optimization in Oulu University of Applied Sciences’ international website, in order to improve its online visibility and ranking positions on the search engine (Google) and attract more international students. To reach this objective, it was explained the use of SEO as a digital marketing technique and how to implement it to ensure that the commissioner website’s contents are worldwide accessible and easy to find by potential international users, especially prospective foreign students, ensuring that the international audience can be reached. In this sense, the main benefit for Oamk is that the on- page SEO implementation might result in increasing the level of internationalization and the number of foreign students. 6.1 Managerial implications Every website is built upon a specific foundation with a special goal to meet and require a different approach in terms of SEO. Thus, securing strategic positions in Google when the audience needs what the institution offers, can turn into a strong competitive advantage. The SEO on-page implementation plan provided by this work highlighted the role of SEO in internationalization in higher education institutions, where digital technologies play a key role in the marketing strategy process. The summary of the implementation plan for Oamk, including all the ranking factors and suggested tactics for improvement, are summarized in the table below: Table 6 - The ranking factors pointed by the implementation plan and the suggested tactics for improvement Ranking factors on Google Keywords & topics Research Content Development Suggested tactics for improvement Target audience or personas→ Intent→ Topics→ Qualified Keywords→ Quality content. Outline quality content pieces that are relevant, reputable and readable, based on the target audience's search intents and what would provide a better, more natural reading experience that answers their doubts. For example, an FAQ question session. 47PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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