Search engine marketing in creating website user impressions

Increased competition in the digital environment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing aspects in creating user impressions. The effectiveness of search engine marketing is tested in practice with the help of web analytics, which allows real-time tracking of traffic, its sources, and user actions, which helps identify the most effective tools and advertising campaigns. In the context of the emerging impression economy, improving the user experience of potential and existing customers at every touchpoint depends on the speed and convenience of achieving user goals in the digital environment. Search engine marketing is based on users’ search queries in the face of actualized demand. Therefore, websites that are quickly accessible in search and contain a value proposition in accordance with the search queries of potential customers will be convenient for users, have a competitive advantage by providing positive impressions based on an improved customer experience. This approach ensures that the interests of both users and businesses are satisfied, thus achieving the goals of digital marketing and business efficiency in general. The aim of the recearh is to substantiate the relationship between search contextual advertising and search engine optimization as search engine marketing tools and to identify their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conversion. In the reseach, the general scientific methods of analysis and synthesis, system-structural analysis, comparison, systematic, logical generalization were used. Based on the semantic mechanism of working with search queries, the article substantiates the relationship between search engine advertising and search engine optimization as search engine marketing tools and reveals their synergistic impact on creating positive user impressions, increasing targeted traffic and increasing website conver­sion. The proposed algorithms for search engine advertising and internal search engine optimi­zation, taking into account the technical and marketing aspects of the implementation of these digital marketing tools, help in this regard.