IntroductionThe site is one of the components of a complex system of marketing activities of an organization to promote its brand and subject of activity. For the user to go to the desired web portal, search engine promotion is used -SEO. This tool is a set of measures to increase the position of the site in the search results of search engines. SEO, along with some other Internet marketing technologies, such as SMM (Social Media Marketing -promotion in social networks) and SEA (Search Engine Advertising -search advertising), are often used together in a system of events to promote an organization.Being a fairly effective means of promotion, combined with the use of search engine optimization technology, the site is a powerful component of the marketing direction of the company. If to consider that a web resource in itself is a means of promotion, then SEO can be considered not just separately as a technology for promotion, but also as a technology for improving the effectiveness of a site.In these conditions, today it is very urgent to develop a methodology for optimizing and promoting a site in search engines.