REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

 FOUNDERS

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.
ID R30-03156

 PUBLISHER

Liburkina L. M.

 SITE SECTIONS

Main page

Editorial staff

Editorial policy

Annotated catalogue (2011)

Annotated catalogue (2012)

Annotated catalogue (2013)

Annotated catalogue (2014)

Annotated catalogue (2015)

Annotated catalogue (2016)

Annotated catalogue (2017)

Annotated catalogue (2018)

Annotated catalogue (2019)

Annotated catalogue (2020)

Annotated catalogue (2021)

Annotated catalogue (2022)

Annotated catalogue (2023)

Annotated catalogue (2024)

Annotated catalogue (2025)

Thematic sections of the journal

Proceedings of scientific conferences

The Efficiency of SEO Tools in Implementing the Company’s Marketing Strategy
Petrova I. L., Rogov O. L.

Petrova, Iryna L., and Rogov, Oleksii L. (2025) “The Efficiency of SEO Tools in Implementing the Company’s Marketing Strategy.” Business Inform 2:532–541.
https://doi.org/10.32983/2222-4459-2025-2-532-541

Section: Management and Marketing

UDC 339.138;005.21

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.

Fig.: 3. Tabl.: 2. Formulae: 1. Bibl.: 11.

Petrova Iryna L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing and Behavioral Economics, University of Economics and Law «KROK» (30-32 Tabirna Str., Kyiv, 03113, Ukraine)
Email: [email protected]
Rogov Oleksii L. – Deputy Director, MD Eurotrade Ltd. (66 Povitroflotskyi Ave., Kyiv, 03151, Ukraine)
Email: [email protected]

List of references in article

Chaffey, D., and Ellis-Chadwick, F. Digital Marketing: Strategy, Implementation and Practice. Strand: Pearson, 2019.
Ryan, D. Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns. London: Kogan Page, 2020.
“Google Search Central. Search Engine Optimization (SEO) Starter Guide. Developers“. https://www.demandsage.com/seo-statistics/
Penn, S., Robbert, K., and Wall, J. AI for Marketers: An Introduction and Primer. Independently published, 2018.
Clay, B. Search Engine Optimization All-in-One For Dummies. New Jersey: Wiley, 2015.
Naveen, K. “New Data & Trends. 120 SEO Statistics“. Demandsage, 2024. https://www.demandsage.com/seo-statistics/
Pulizzi, J.Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw Hill, 2013.
“Lokalne SEO. Chomu vono vazhlyve i yak z nym pratsiuvaty“ [Local SEO. Why It's Important and How to Work with It]. PARA, 2022. https://para.school/blog/seo/lokalnoe-seo-pochemy-ono-vazhno-i-kak-s-nim-rabotat?utm_source=chatgpt.com
“Koefitsiient konversii: yak yoho rozrakhuvaty ta optymizuvaty“ [Conversion Rate: How to Calculate and Optimize it]. WebPromoExperts, 2024. https://webpromoexperts.net/ua/blog/koeficiient-konversiyi-yak-yogo-rozrahuvati-ta-optimizuvati/?utm_source=chatgpt.com.
Halka, L. “Konversiia: shcho tse take ta yak yii zbilshyty“ [Conversion: What It Is and How to Increase It]. Promodo, 2024. https://www.promodo.ua/blog/yak-shvidko-zbilshiti-konversiyu-saytu-za-dopomogoyu-ppc?utm_source=chatgpt.com
Shubham, S. “Tested All SEO Features. Semrush Review“. Demandsage, 2024. https://www.demandsage.com/semrush-review/

 FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

 INFORMATION

The Plan of Scientific Conferences

 OUR PARTNERS

Journal «The Problems of Economy»