IMPACT OF STRATEGIC SEO ON DIGITAL VISIBILITY OF INTERNATIONAL IT COMPANIES IN INTEGRATED MARKETING COMMUNICATIONS

Abstract

The purpose of the article is to study the impact of SEO strategies on optimizing the digital visibility of international IT companies. The definition of SEO in the context of international IT companies is clarified as a complex dynamic business strategy for building authority and consumption. This strategy is based on a three-vector system (multi-regionality, multilingualism, and niche competitiveness) and involves: semantic information structuring, user cognitive state management in digital channels, and an algorithmic process of relevant information extraction. It is noted that in 2026, SEO strategies of international IT companies move beyond traditional technical optimization and are shaped within the paradigm of digital authority and intellectual capital management. It is established that the transformation of ranking mechanisms and the implementation of generative search engines require IT companies to possess a high level of technical competence and create unique expert assets. SEO is proved to be an effective strategic tool for ensuring the digital visibility of web resources in the long term. It is revealed that in the B2B IT sector, SEO holds a strategic advantage over paid traffic acquisition channels. It is determined that in the long run, investment in SEO-oriented marketing strategies ensures higher financial stability and return on investment (ROI) compared to other promotion channels. Additionally, a systemic relationship between technical SEO parameters and UX/UI design ergonomics is substantiated as a conversion factor that creates a unified brand digital presence management system. Prospects for further research are related to the interdisciplinary analysis of the interaction between SEO, artificial intelligence, and the architecture of corporate IT portals. The development of a methodology for evaluating the expertise of international IT companies within artificial intelligence ecosystems remains relevant.