Search engine marketing in creating website user impressions

To register in Search Console, you need to enter the domain name of the site, confirm ownership and upload the proposed HTML file to the site (or in another way - insert the proposed meta tag into the code of the main page of the site). To avoid errors, it is recommended that this procedure be performed by a programming specialist. An important technical aspect of facilitating the indexing process for search robots is the addition of two service files to the site (performed before adding the site to Search Console):

robots.txt - a file that records which pages on the site will be visible to search robots;

sitemap - a site map with information about the pages of the site that need to be indexed and how often to index this or that page.

The robots.txt file is standard for various CMS and is used to block certain pages from being indexed. The robots.txt file is placed in the root directory of the site. For example, on the website https://rozetka.com.ua it is located at the address https://rozetka.com.ua/robots.txt. This is a plain text file that complies with the robot exclusion standard (protocol) and contains one or more rules, each of which prohibits or allows one or another search engine to access a certain path in the domain or subdomain in which the robots.txt file is located. All files are considered crawlable by default unless specified otherwise in the robots.txt file (Google Search Central, n.d. a).

It is in the robots.txt file that the link to the site map (Sitemap) is located. A sitemap file contains information about how the content on a site (such as web pages, videos, and other resources) is organized. A sitemap helps Google and other search engines index your site's content more accurately. For example, in the Sitemap file, you can indicate which sections of the site are most important and provide additional information about them (when the page was last updated, whether there are versions in other languages, etc.).

The Sitemap file should be used if (Google Search Central, n.d. b): the site is large and search engines may miss new or updated pages; the site contains a large archive of pages that are not related to each other, so it is advisable to list them in the site map; the site is recently created and does not have enough external links to it from which search engines enter the sites; the site contains a large amount of multimedia and news content.

There are also conditions under which it is not necessary to use a Sitemap file: the site is relatively small (no more than 500 pages to be displayed in search results); the site implements a detailed system of internal links, by which, starting from the main page, the work can go to all important sections of the site; the site has relatively few media files and news pages to appear in search results. Sitemap files help Google robots find and analyze videos, images and news from sites. If the business does not want such content to appear in search results for images, videos or news, a sitemap is not required.

All technical settings are performed by programming specialists.

Working with content involves its systematic updating and improvement, taking into account the interests and needs of the target audience in order to increase the quality of the website. This will contribute to the improvement of user experience, the creation of positive impressions and the formation of a loyal audience, which will allow solving the tasks of the website and increasing the efficiency of the enterprise.

Internal linking helps extend the time the user visits the site and immerses him in viewing various pages, which, provided the content is of high quality, is positively perceived by the search engines and raises the position of the site in the search results, as well as improves the customer experience thanks to the positive impressions of the user.

Analytics, increasing the conversion rate. The connection of web analytics counters to each page of the site allows you to monitor the operation of the site, identify problems and malfunctions in time, correct them and, provided that all previous stages of internal search optimization are performed, increase the conversion of the site.

If the internal optimization of the site refers to its technical configuration and filling with quality content, the external optimization of the site is necessary to increase its authority for search engines and users. External optimization is directed outside the site, it is work on backlinks to the site, building up the mass of links, or obtaining links from other resources to your site. Building the reference mass of a site to increase its ranking in search engines was called link building (from the English link - link, building - construction). It is important to take into account the fact that ranking algorithms determine the "authority" of Internet resources taking into account the qualitative characteristics of links to them from other sites, taking into account the thematic approximation of the resource and the site that links to it. There are different types of external links that are used to increase the weight of the site (Figure 15).

Figure 15. Types of external links

Source: compiled by the author based on (Rindfleisch, 2020; Borzenko, 2021; Shulga, 2022; Shevchenko, 2024).

The links must be active, that is, clicking on them must lead to a page on the website.

Any link includes the URL of the page and the anchor text that the user sees. By clicking on this text (it is usually highlighted in blue and when the mouse cursor is hovered over it, an image of a palm appears), the user goes to the site page. An anchor link consists of two parts: text related to the topic of the page of the site being redirected to, and the URL of the page. At the same time, the user sees only the text. In anchor links, keywords are organically introduced into the anchor text, which accurately reflect the content of the page and the user clearly imagines exactly what he will see on the page after going to it. The text part in the anchor link is highlighted using tags. In the HTML code, the anchor link looks like this:

<a href="https://example.ua/">Anchor</a>.

You have to be very careful with the number of links using anchors, because Google algorithms quickly calculate links with exact keywords and can send them to the Google Spam team (Borzenko, 2021).

An unanchored link is a link whose text part does not reflect what the user will see when he goes to the site page. Unanchored links can either be a page URL or neutral text such as "Learn more", "Details", "View here", etc. In addition to neutral words, brand names, the domain name of the main page of the website to which the transition will be made, low-frequency queries, etc. can be used. In the HTML code, the unanchored link looks like this:

<a href="https://example.ua/"> https://example.ua/</a>.

Unanchored links in the form of page URLs look organic and are perceived by search engines as natural. At the same time, they do not answer what information is located on the page where the link leads. The content of the text located before the link can help in this. Such links are actively used in blogs, forums, and social networks.

Link exchanges (MegaIndex, Rookee, SeoPult and others) are used to obtain paid links. The advantage of buying links on an exchange is that the link will not be removed after some time, for which the exchange is responsible. Buying permalink exchanges is considered a long-term investment, since these are the links that are established inside the topic articles forever. They are expensive, but are considered the most effective.

Temporary (or leased) links are published temporarily and after the expiration of the specified period, are deleted. The main disadvantage of such links is that they are not placed in the text (they are placed on the sidebar, which is graphically separated from the main content area (sidebar), as well as at the bottom of the site page ("basement" of the site, footer), that is, they are inconspicuous).

Free (crowd marketing) links are the most natural links, as they are posted under the guise of a review or recommendation on review forums and directories. The disadvantages include the fact that their creation and publication requires time.

The most optimal option for creating an organic link mass is the ratio of anchor and non-anchor links of 20%: 80%, as well as the placement of both eternal and crowd links. It is this approach that will be perceived by search engines as natural and will protect the site from falling into Google Spam.

How useful and interesting the site is to users is characterized by their behavior (behavioral factors), which is reflected in the corresponding indicators (Figure 16).

Figure 16. Indicators of evaluation of behavioral factors of users

Source: compiled by the author based on (Rindfleisch, 2020; Borzenko, 2021; Shulga, 2022; Shevchenko, 2024).

Systematic monitoring with the help of web analytics programs and analysis of data indicators allows you to identify problems, solve them and improve the user experience, which, thanks to positive impressions, will contribute to increasing the conversion of the site and the overall efficiency of the enterprise.

Conclusions

In the digital environment, search engine marketing (SEM) is one of the most effective digital marketing (DM) tools in driving targeted website traffic. This conclusion is based on the fact that SEM is focused on the requests of users whose demand is actualized. Websites that will appear in search results at higher positions, will be visible to the potential target audience, have a value proposition relevant to the requests, and have a competitive advantage by creating a positive impression for potential and existing customers. This is achieved by speed and convenience in meeting the needs of consumers. Web analytics, which is based on the collection, analysis of measurable data and its presentation in reports, helps to find out how effectively traffic is attracted and user interaction with websites, which allows businesses to make quick decisions aimed at improving websites and interacting with customers. At the same time, users' expectations regarding privacy in the digital world have increased today. Therefore, the use of machine learning models, which are created by analyzing huge volumes of historical data, determining correlations and trends between key data points, is widespread in web analytics for modeling consumer behavior and conversions. Google has introduced the latest version of Google Analytics 4, which allows you to collect data about the consumer's digital journey from various devices, including online and offline, and compile them in a joint report. This allows you to build communication with the user thanks to the implementation of the omnichannel principle in DM. This improves customer experience and creates impressions.

Search marketing, as a DM tool, includes search (contextual) advertising and search engine optimization (SEO). Working with semantics and forming a semantic core based on user searches is fundamental in contextual advertising. Accordingly, advertisements are shown for specific search queries, taking into account settings for the target audience, and the advertiser pays only for engaged users and independently determines how much he will pay for a click. Web analytics help in real-time to monitor how advertising campaigns are progressing and to quickly respond to identified shortcomings. The contextual advertising algorithm proposed in the article allows you to conduct effective advertising campaigns taking into account the interests of the target audience, which will create positive impressions, with optimal costs for the enterprise.

Contextual advertising and SEO as SEM tools have their own characteristics, advantages and disadvantages. At the same time, both tools are based on the action of the semantic mechanism of working with search queries. The synergy of using both tools ensures an increase in targeted traffic to the website from 40% when using one tool to 90% when using both, and focused work on improving the quality of the website increases the effectiveness of both contextual advertising and SEO.

SEO includes internal and external optimization. Internal is aimed at technical adjustments, according to the requirements of search engines, and working with content to improve the user experience. External optimization is aimed at building a link mass to the website. The article proposes an internal optimization algorithm that takes into account both technical and marketing aspects in creating user impressions. The optimal structure of external links is proposed. Behavioral factors and indicators are indicated, according to which, with the help of web analytics, it is possible to identify problems and directions for improving the website and customer experience. In general, search engine optimization contributes to the improvement of the user experience due to the speed and convenience for users in meeting actualized needs, which creates a positive impression. This will improve the customer experience and form a loyal audience of the website, which meets the search queries as fully as possible and allows you to solve specific needs, which will contribute to increasing the conversion of the site and the overall efficiency of the enterprise.

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