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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
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Liburkina L. M.

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The Efficiency of SEO Tools in Implementing the Company’s Marketing Strategy


,. (2025) “The Efficiency of SEO Tools in Implementing the Company’s Marketing Strategy.” Business Inform 2:763–763.
https://doi.org/10.32983/2222-4459-2025-2-763-763

Abstract:
The relevance of the research topic is determined by the need for enterprises to use modern digital tools to enhance the efficiency of marketing strategy implementation. One such tool is SEO optimization that involves the use of search engines to influence the growth of organic traffic, expand the customer base, and increase sales revenue for the enterprise. The aim of the article is to analyze the efficiency of SEO optimization for implementing a marketing strategy and to consider the impact of internal and external environmental factors on increasing organic traffic and retaining customers in the long term. The study summarizes the experience of LLC MD Eurotrade (brand «Morskyi Dim» («Sea House»)) in the specified field. When writing the article, general research methods such as induction and deduction, analysis and synthesis were used to identify the key components of SEO; quantitative and qualitative methods were employed to assess current SEO metrics using analytical tools like Google Analytics, SEMrush, and Ahrefs; comparative analysis was conducted to assess the efficiency of implemented measures by comparing initial and final traffic, conversion, and website visibility metrics; foresight methodology was applied to forecast the long-term prospects of applying the SEO optimization strategy. The results of the study involve identifying the risks of low brand recognition online, high competition with other local companies, and the uncertainty of the environment in which search engines operate. The issue of outsourcing the function of SEO optimization has been considered, and a methodology for selecting a specialized agency to work in this direction has been presented. The authors have developed an action plan for website optimization to increase traffic and conversions, thereby enhancing the efficiency of marketing strategy implementation. The prospects for further research are related to the possibility of integrating artificial intelligence and machine learning into SEO optimization processes and applying methods that allow enterprises to achieve long-term competitive advantages.

Keywords: marketing innovation strategy, brand, SEO optimization, risks, digital tools in marketing, outsourcing, competition.

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