SEO as a tool for managing the company's digital presence

Abstract

This article explores the role of search engine optimization (SEO) as a strategic management tool for a company's digital presence. Using a comparative analysis of industry data, it examines the dynamics of the global SEO software market and the bipolar structure of the Russian search market: Yandex relies on behavioral factors, while Google prioritizes content quality and reputation. This divergence requires Russian companies to pursue two coordinated, yet distinct, optimization strategies. The ROI of digital channels is analyzed: SEO delivers the highest long-term returns, although the payback period ranges from nine to sixteen months. The impact of AI Overviews blocks is also examined: their proliferation has led to a significant drop in organic click-through rates and has brought GEO (Generative Response Evaluation) to the forefront: a strategy aimed at reaching cited sources of generative responses. The results are intended for digital marketing and corporate management professionals.