INFORMATION TECHNOLOGY FOR INTERNET RESOURCES PROMOTION IN SEARCH SYSTEMS BASED ON CONTENT ANALYSIS OF WEB-PAGE KEYWORDS
Keywords:content, textual content, Internet resource, business process, content management system, content life cycle, Internet newspaper, Web site, visitors, Web page, number of visits, information search, percentage of visits, visiting conversion, conversion indicator, KPI.
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%.
Clifton B. Advanced web metrics with Google Analytics. Indianapolis, John Wiley & Sons, 2012, 589 p.
Sulova S. A system for e-commerce website evaluation. Access mode: https://www.researchgate.net/profile/SnezhanaSulova/publication/334734832_A_System_for_ECommerce_Website_Evaluation/links/5d4549a0299bf1995b60d 51f/A-System-for-E-Commerce-Website-Evaluation.pdf
Saura J. R., Palos-Sánchez P., Cerdá Suárez L. M. Understanding the digital marketing environment with KPIs and web analytics, Future Internet, 2019, 9(4), P. 76. DOI: https://doi.org/10.3390/fi9040076
García M. D. M. R., García-Nieto J., Aldana-Montes J. F. An ontology-based data integration approach for web analytics in ecommerce, Expert Systems with Applications, 2016, Vol. 63, pp. 20–34. DOI: https://doi.org/10.1016/j.eswa.2016.06.034
Heller D. Web analytics: functions, KPIs and reports in SMEs. Access mode: https://kola.opus.hbz-nrw.de/opus45kola/frontdoor/deliver/index/docId/1295/file/BachelorThesisDo minikHeller.pdf
Golyash I., Panasiuk V., Sachenko S. The performance audit of a corporate website as a tool for its internet marketing strategy, EUREKA: Social and Humanities, 2017, Vol. 5, pp. 57–66.
Rodello I. А., Dândolo V., Grande M. M. Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of groupbuying in Brazil, European Journal of Management Issues, 2016, Vol. 7, pp. 244–249.
Shaytura S. V., Kozhayev Y. P., Ordov K. V. Antonenkova A. V., Zhenova N. A. Performance evaluation of the electronic commerce systems, Performance evaluation, 2017, Vol. 38, pp. 1–11.
Lytvyn V., Vysotska V., Demchuk A., Demkiv I., Ukhanska, Hladun V., Kovalchuk R., Petruchenko O., Dzyubyk L., Sokulska N. O. Design of the architecture of an intelligent system for distributing commercial content in the internet space based on SEO-technologies, neural networks, and Machine Learning, Eastern-European Journal of Enterprise Technologies, 2019, Vol. 2(2–98), pp. 15–34. DOI: https://doi.org/10.15587/1729-4061.2019.164441
Batiuk T., Vysotska V., Lytvyn V. Intelligent system for socialization by personal interests on the basis of SEO technologies and methods of machine learning, Computational Linguistics and Intelligent Systems (COLINS 2020), 4th International Conference, Lviv, 23–24 April 2020 : CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 1237–1250.
Antonyuk N., Medykovskyy M., Chyrun L., Dverii M., Oborska O., Krylyshyn M., Vysotsky A., Tsiura N., Naum O. Online Tourism System Development for Searching and Planning Trips with User’s Requirements, Advances in Intelligent Systems and Computing, 2020, Vol. 1080, pp. 831–863. DOI: https://doi.org/10.1007/978-3-030-33695-0_55
Kuchkovskiy V., Andrunyk V., Krylyshyn M., Chyrun L., Vysotskyi A., Chyrun S., Sokulska N., Brodovska I. Application of Online Marketing Methods and SEO Technologies for Web Resources Analysis within the Region, Computational Linguistics and Intelligent Systems (COLINS 2021), 5th International Conference, Lviv, 22–23 April 2021, CEUR workshop proceedings. Aachen, CEUR-WS.org, 2021, Vol. 2870, pp. 1652–1693.
Rusyn B., Pohreliuk L., Kapshii O., Varetskyy J., Demchuk A., Karpov I., Gozhyj A., Gozhyj V., Kalinina I. An Intelligent System for Commercial of Information Products Distribution Based SEO and Sitecore CMS, Computational Linguistics and Intelligent Systems (COLINS 2020), 4th International Conference, Lviv, 23–24 April 2020, CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 760–777.
Orekhov S., Malyhon H., Liutenko I., Goncharenko T. Using Internet News Flows as Marketing Data Component, Computational Linguistics and Intelligent Systems (COLINS 2020), 4th International Conference, Lviv, 23–24 April 2020, CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 358–373.
Pavlenko O., Tymofieieva I. Search Query Data Analysis: Challenges and Opportunities, Computational Linguistics and Intelligent Systems (COLINS 2020) : 4th International Conference, Lviv, 23–24 April 2020 : CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 452–461.
Kliuiev O., Vnukova N., Hlibko S., Brynza N., Davydenko D. Estimation of the Level of Interest and Modeling of the Topic of Innovation Through Search in Google, Computational Linguistics and Intelligent Systems (COLINS 2020) : 4th International Conference, Lviv, 23–24 April 2020 : CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 523–535.
Radiuk P., Hrypynska N. A Framework for Exploring and Modelling Neural Architecture Search Methods, Computational Linguistics and Intelligent Systems (COLINS 2020) : 4th International Conference, Lviv, 23–24 April 2020 : CEUR workshop proceedings. Aachen, CEUR-WS.org, 2020, Vol. 2604, pp. 1060–1074.
Veres O., Rusyn B., Sachenko A., Rishnyak I. Choosing the Method of Finding Similar Images in the Reverse Search System, Computational Linguistics and Intelligent Systems (COLINS 2018), 2nd International Conference, Lviv, 25–27 June 2018, CEUR workshop proceedings. Aachen, CEURWS.org, 2018, Vol. 2136, pp. 99–107.
Basyuk T., Vasyliuk A., Lytvyn V. Mathematical Model of Semantic Search and Search Optimization, Computational Linguistics and Intelligent Systems (COLINS 2019), 3rd International Conference, Kharkiv, 18–19 April 2019, CEUR workshop proceedings. Aachen, CEUR-WS.org, 2019, Vol. 2362, pp. 96–105.
Adamuthe A., Nitave T. Adaptive harmony search for optimizing constrained resource allocation problem, International Journal of Computing, 2018, Vol. 17(4), pp. 260– 269.
Aswani R., Kar A. K., Ilavarasan P. V., Dwivedi Y. K. Search engine marketing is not all gold: Insights from Twitter and SEOClerks, International Journal of Information Management, 2018, Vol. 38(1), pp. 107–116.
How to Cite
Copyright (c) 2021 В. А. Висоцька
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Creative Commons Licensing Notifications in the Copyright Notices
The journal allows the authors to hold the copyright without restrictions and to retain publishing rights without restrictions.
The journal allows readers to read, download, copy, distribute, print, search, or link to the full texts of its articles.
The journal allows to reuse and remixing of its content, in accordance with a Creative Commons license СС BY -SA.
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License CC BY-SA that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.