Features of the development of search optimization in the strategy of electronic marketing

Irbid National University, Faculty of Administrative and Financial Sciences - E - Marketing and Social Communication, Irbid, Jordan

^* Corresponding author: M_agel_dlb@inu.edu.jo

Abstract

The main purpose of the study is to determine the features of the development of search engine optimization in the strategy of e-marketing companies. The features of the e-marketing strategy and its relevance in business are considered. The existing theories of SEO organization were identified - this made it possible to highlight the specifics of the organization of search engine optimization in the e-marketing strategy. The need to study the features of the organization of SEO in the electronic marketing of companies is highlighted, taking into account development trends. The key goals, methods and tools of SEO are classified. The optimal composition of the team for SEO-optimization of the company’s website has been formed, taking into account the development trends of the company and the global market. A structural and logical analysis of the existing SEO tools, which is applicable in the e-marketing strategy of modern companies, was carried out, which ensured the identification of the main trends in the development of marketing and its main elements to achieve strategic goals and ensure efficiency. The main trends in the development of SEO in the email marketing strategy of companies are highlighted with details and characteristics of the main features. Theoretical approaches are formed and the results of the study of the features of the development of SEO in the e-marketing strategy are tools for the practical application of these recommendations in the formation of a company’s marketing strategy for promoting a website, positioning the company’s brand to ensure increased efficiency.