Theoretical and Methodical Bases for Integrating Online Advertising and SEO in the Internet Communication System of an Agricultural Enterprise

Increasing the level of digitalization in the agricultural sector of Ukraine creates prospects for more active use of digital marketing tools by small and medium-sized agricultural enterprises. Along with this, the lack of unified approaches to combining online advertising and search engine optimization limits the effectiveness of the current marketing strategies of agricultural businesses. The article aims to generalize theoretical approaches to combining search engine optimization (SEO) and online advertising (PPC) in marketing, identify the advantages of such an integrated approach and outline its practical significance for agricultural enterprises in Ukraine. The research methodology is based on content analysis of the results of previous studies and practical cases using methods of cognitive theory, such as synthesis, induction, deduction, and comparison. The possibilities of interaction between SEO and PPC are quite wide. The results of the study indicate that communication channels should not be considered in isolation, but as a single system (Integrated Marketing Communications, IMC), which suggests the need to coordinate SEO, PPC, SMM, email marketing and other tools within a common strategy to ensure message consistency and maximum overall effect. The article reveals current trends in the digitalization of agricultural marketing and the factors that determine them. It was found that after the restrictions caused by the COVID-19 pandemic and under martial law, many traditional methods (physical meetings, exhibitions) became unavailable; as a result, Ukrainian agricultural enterprises began to look for new ways of communication, particularly through digital marketing tools. So, today, there is a gradual increase in farmers' interest in SEO promotion of their websites and online advertising. The researchers describe in detail the conditions for achieving synergy when combining SEO and PPC. The results prove that forming an agricultural enterprise's Internet communications system based on integrating online advertising and SEO is a promising way to increase its competitiveness. To keep up with the times, Ukrainian agricultural enterprises should adopt the best world experience to their conditions and invest in developing digital competencies.