Abstract
The aim of the article. The aim of the article is to study the features of search engine marketing (SEM), analysis of its components, metrics and software, comparison of organic and inorganic methods of promoting web resources, developing an approach to comprehensive assessment of the effectiveness of marketing activities in the online environment. Analyses results. Search engine marketing combines organic and inorganic methods of promoting a company's web resources. It consists of SEO (search engine optimization), PPC-marketing (pay per click marketing), ASO (app store optimization), SMM / SMO (social media marketing / social media optimization), ORM (online reputation marketing). Cross-analytics is also important for SEM, which allows you to analyze in detail the behavior of consumers on the web resource, as well as to assess the effectiveness of marketing activities. Companies that run their own businesses on the Internet often operate on a limited budget. There is a problem of which method of promotion is better to choose. In the short run, when it is important for companies to maximize profits and quickly attract new potential customers, an inorganic approach based on PPC technology is optimal. If the company has decided to improve the online reputation and increase the position of its own web resource, it is best to focus on organic methods of promotion, an important position among which is SEO. It should be noted, 70% of site traffic comes from organic search. However, in the long run, in order to get a synergistic effect from the activities, to build long-term relationships with their own customers, to optimize traffic, behavioral, commercial technologies of promotion on the Internet, the best solution is to use search marketing. The article compares organic and inorganic methods of marketing in search networks, identifies the basic metrics needed to evaluate marketing activities and software tools used to analyze and promote web resources. It is worth noting that according to research, the most popular metric among search marketing indicators is the lifetime value of the client (LTV), and popular services used by SEO and PPC-specialists are Seranking, Ahrefs, Netpeak Spider, Screaming Frog, All Positions, SimilarWeb, Megaindex. The scientific novelty of the study is the systematization of all components of search engine marketing, the refutation of all prejudices related to SEM. The article presents the author's own definition of search marketing, and we have developed an integrated approach to evaluating the effectiveness of the company's marketing activities in the Internet environment. Conclusions and directions for further research. In general, companies that make extensive use of search engine marketing technologies are succeeding in promoting web resources, attracting more and more new customers, and have a competitive advantage. Further research in this area consists of refining and practical testing of a comprehensive approach to evaluating the company's marketing activities in the Internet environment, detailed comparative analysis of organic and inorganic methods of promotion in B2C and B2B markets, integration of search marketing technologies with integrated digital marketing audit tools
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