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SEO Analytics: Prospects for Optimizing Company Marketing
Rozhko V. I., Shchelkova A. V.

Rozhko, Viktor I., and Shchelkova, Anna V. (2025) “SEO Analytics: Prospects for Optimizing Company Marketing.” Business Inform 10:459–456.
https://doi.org/10.32983/2222-4459-2025-10-459-456

Section: Management and Marketing

UDC 658.8:004.77

Abstract:
The aim of the study is to determine the role of SEO analytics in improving the efficiency of companies’ digital marketing. The research establishes a theoretical and analytical framework for understanding the interaction between technical, content, and behavioral indicators within search optimization systems. The methodological basis includes system and comparative analysis, analytical generalization, and an empirical approach using open data from Aweb company. The study involves a sequential assessment of analytical indicators, evaluation of their effectiveness in website optimization practices, and the development of a model for marketing decision-making based on SEO data. The results demonstrate that the integration of SEO analytics into CRM and BI systems aligns marketing, behavioral, and financial metrics, enabling more accurate demand forecasting, budget optimization, and increased conversion rates. The empirical analysis based on Aweb’s public cases indicates consistent growth in organic traffic, improved search engine visibility, and sustained performance of analytical solutions over a mid-term period. The proposed model for optimizing marketing decisions based on SEO data illustrates the practical potential for automation in analysis, planning, and performance monitoring of digital communications. The conclusions provide recommendations for enhancing the analytical infrastructure of enterprises through the use of proprietary systems and integrated platforms for performance monitoring. Future research should focus on implementing intelligent algorithms for SEO data processing and strengthening integration between marketing analytics systems.

Keywords: SEO analytics, digital marketing, web optimization, behavioral metrics, BI system, analytical model, marketing performance efficiency.

Tabl.: 3. Bibl.: 15.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Shchelkova Anna V. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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Aweb. Ofitsiinyi sait kompanii [Official company website]. https://aweb.ua/ua/
Bateman B. (2025, October 29). B2B SEO Statistics To Help You Justify Your Marketing Spend. Konstruct Digital. https://www.konstructdigital.com/seo/b2b-seo-statistics/
Brander. Ahrefs: instrument dlia SEO [Ahrefs: SEO tool]. https://brander.ua/technologies/ahrefs
Hnyliakevych-Prots I. Z. & Zinkova S. V. (2021). Tendentsii ta trendy marketynhovoho audytu veb-resursiv [Trends and tendencies of marketing audit of web resources]. Ekonomika ta suspilstvo, 32. https://doi.org/10.32782/2524-0072/2021-32-48
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Karkunova K. (2024, July 11). Shcho take Google Search Console, i yak vykorystovuvaty tsei instrument [What is google search console and how to use this tool]. Netpeak Journal. https://netpeak.net/uk/blog/shcho-take-google-search-console-i-yak-vikoristovuvati-tsey-instrument/
Khailo D. Vebanalityka – dlia choho vona potribna i yak yii robyty? [Web analytics: why it is needed and how to do it]. Digants. https://digiants.agency/uk/blog/veb-analitika-dlya-chego-ona-nuzhna-i-kak-yeye-delat
Melnychuk Yu. (2025, January 30). SEO-audyt saitu: yakym maie buty? [SEO audit of a website: what should it be like?]. Netpeak Journal. https://netpeak.net/uk/blog/seo-audit-saytu-yakim-mae-buti/
Nosenko Yu. M., Nechyporenko O. M. & Sinelnyk L. M. (2022). Metodychni zasady kontent-analizu saitiv [Methodological principles of website content analysis]. Modern Economics, 36, 96–102. https://doi.org/10.31521/modecon.V36(2022)-14
WebTune. SEO-audyt saitu [Website SEO audit]. https://webtune.com.ua/statti/internet-marketing/seo-audyt-sajtu/

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