INFORMATION TECHNOLOGY FOR INTERNET RESOURCES PROMOTION IN SEARCH SYSTEMS BASED ON CONTENT ANALYSIS OF WEB-PAGE KEYWORDS

Abstract

Context. Timely and correct analysis of the process of visiting Internet resources, which led to the overall conversion of e-business, is fundamental and relevant for successfully managing the website. Appropriate, accurate traffic analysis, which brings both successful and unsuccessful conversions, will identify the cause of the impact on conversion metrics and criteria and will measure the effectiveness of changes made to the site to increase traffic conversions. It is necessary to collect information on the activities of system users on the website and determine specific performance indicators of the website to improve e-business strategy further to solve these problems and achieve the relevant goals of e-commerce. Thus, it is necessary to develop and implement an analytical method of text content support for e-commerce Internet resources based on the analysis of key performance indicators of the website, paying particular attention to determining the set of relevant and relevant keywords used by regular users and led to an increase in e-business conversions. Objective of the study is to develop a technology for promoting Internet resources of e-commerce based on the results of Web-analytics of critical indicators of pages as KPI and KSI through forming a relevant set of keywords as feedback activity of a regular audience. Method. An analytical method for promoting Internet resources based on the analysis of key performance indicators of the website, which is based on three main algorithms аlgorithm for identifying problem areas of the site structure for further optimization, аlgorithm for optimizing search engine marketing activities (SEM), аlgorithm for site promotion and calculation of its efficiency. General recommendations for the design of information resources processing systems have been developed, different from the existing ones, by the presence of additional modules that significantly affect promoting the website on the Internet to further the success of ecommerce or improve the values of these indicators. Among them is the module of online shopping, marketing, module-copywriter and Web-master. For each of them, calculate their own KRI. It will allow you to effectively implement the processing of information resources at the level of system developers (reducing resources and time for development, improving the quality of information processing systems). Results. The paper develops and describes in detail, based on the results of Web-analytics, the parameters and criteria for assessing the level of success of e-business. Software tools for monitoring the textual content of Internet resources based on the analysis of key performance indicators of the website have also been developed. For a detailed analysis of the functioning and promotion of Internet ecommerce systems such as Internet newspaper and Internet magazine, 12 different methods have been developed and implemented, respectively, with support for each of them with a different number of stages of the content life cycle. A computer experiment of analysis of key performance indicators of the website was conducted. The service of keeping statistics of visits to the Web resource allows you to estimate the increase in sales of textual content in direct proportion to the rise in the number of visits to the Web resource, the number of regular users, the prospects of marketing activities. Conclusions. It was found that the presence of appropriate modules in the systems of information resources processing increases the sales of textual content to the regular user by 9%, active involvement of unique visitors, potential users and expanding the target and regional audience by 11%, viewed pages by 12%, resources by 7%.