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6.2 Limitations It is indispensable to acknowledge some limitations and issues that appeared during the writing of this thesis. The first limitation, is that the factors mentioned in the Search Engine Optimization plan are mutable and are only a small portion of complexity of SEO, since Google itself states that there are hundreds of factors they observe to rank a page or website in their results and they change algorithms related to search engine ranking frequently. The study utilizes Google as a search engine target. However, results could have been richer if other search engine platforms were considered. (E.G. Yandex from Russia and Baidu from China). Although, this thesis is purposely synthesized to stimulate more detailed and specific actions aided by the plan provided here, focusing on Google. Another limitation was the fact that the commissioner did not give access to the author for the HTML codes changes, since there are programmers responsible for doing so, which means the author was not in the position to do any SEO changes by herself. Consequently, the author will not be able ensure improvements, as the implementation of SEO plan depends on the commissioner. Another crucial aspect were time constraints and size of the thesis document. Since the thesis worth 15 ECTS, the amount of time to conclude it was limited, and consequently the size of the document. Due to this fact, it was not possible to stick with the initial plan, which was to add SEO off-page techniques and YouTube SEO optimization to the project. Consequently, it was only possible to add on-page SEO plan to the thesis, and off-page SEO remains to a future project by the commissioner. Still there is the limitation concerning paid versus organic SEO. This thesis project included only organic SEO, but, According to Ahola, 2017, SEO can be more efficient if the organizations use organic SEO in the beginning, but in an advanced phase use organic and paid SEO combined. The lack of SEO mindfulness can easily become dependent on costly paid search traffic for revenue, consequently, it is necessary to reach balance between both paid and organic SEO. To keep the analysis and implementation plan tractable I have focused only on references in the marketing domain. However, there are several important contributions in the area of information technology and economics which could complement my work. 50PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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