ОСОБЛИВОСТІ ТЕХНОЛОГІЇ ПОШУКОВОЇ ОПТИМІЗАЦІЇ ЯК ОДНІЄЇ З ОСНОВНИХ СКЛАДОВИХ ІНСТРУМЕНТУ ЦИФРОВОГО МАРКЕТИНГУ

Abstract

The rapid development of information technology, based on the principles of technological convergence, has led to the fact that sales through websites and online business have recently become particularly popular. You can attract the target audience to your website by using search engine optimization. Search engine optimization is the comprehensive development and promotion of a company's website to ensure that it reaches the top positions as a result of search engine results for selected queries, with the aim of increasing traffic and further generating income. The paper examines the technology of search engine optimization as one of the elements of digital marketing aimed at increasing the volume of online sales and improving the customer experience in using a company's website. It is substantiated that the higher the position of the site, the more users go to it. It is found that the following tasks are important for the results of website promotion: increasing the relevance of pages to search queries (relevance); optimization of structure and content; improvement of commercial factors; increasing external factors of resource significance. The paper notes that search engine optimization technology has great prospects for further use in business, as well as high efficiency in promoting goods or services and increasing sales through websites. The paper also considers a component that is part of the digital marketing system – search engine optimization SEO. SEO is the comprehensive strategy for developing and promoting a company's website to secure top positions in search engine results pages (SERPs) for relevant user queries. This strategic approach aims to dramatically increase website traffic, ultimately leading to enhanced sales and revenue generation. The process of creating a website optimization algorithm, which includes the necessary steps for internal and external optimization, is formulated, and a comparison of some Internet marketing tools is made. The paper also considers some theoretical issues of changing marketing technologies for interaction with customers in the digital environment.