Marketing effectiveness of search engine optimisation: Digital solutions for business competitiveness

In the context of digital business transformation and growing competition in the field of internet marketing, the issue of strategic search engine optimisation has become increasingly relevant. Websites had turned into key channels of communication between a company and its consumers, and their effective promotion in search engines directly affects a company’s profitability. The aim of the study was to identify the optimal digital tools for conducting competitive analysis within a specific market niche, as well as to evaluate their effectiveness in the process of developing a search engine optimisation (SEO) strategy for the enterprise. The study used methods of structural and functional analysis, comparative evaluation and content analysis of specialised SEO platforms. The article discussed tools, methods, and approaches to analysing the competitive environment in the digital space, which allowed building an effective SEO strategy to ensure a stable presence of the company in the online environment. A comprehensive review of the functional characteristics of tools such as Serpstat, Ahrefs, SimilarWeb, Netpeak Spider, and SE Ranking was conducted. The results of the study revealed that different tools have unique advantages: some in deep technical analysis, others in traffic assessment, user behaviour, or content management. Serpstat, Ahrefs, and SE Ranking demonstrated the highest functional versatility. At the same time, Netpeak Spider proved to be the most effective for technical auditing, and SimilarWeb for audience and traffic analysis. Their combined use made it possible to form a multi-level SEO strategy that took into account both technical and behavioural factors. The practical value lies in the ability to adapt the research results to the needs of businesses of any size, from small businesses to the corporate sector, in order to increase visibility, traffic, and competitiveness in the online space