Abstract
The article deals with the problems of search engine optimization in terms of the competent compilation of the semantic core of the resource, basically, its semantic content in order to determine what information should be conveyed to the user and in what way. The methods of compiling the semantic core can be divided into two groups. The first group is based on the assumption of what queries users can enter. The second group includes the methods based on evidence and the use of tools that allow seeing real user requests. Using a combination of these two methods, one can create a semantic core that will effectively promote hotel services and increase the effectiveness of advertising.
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