Purpose – to study website’s work and content of the travel agency on the example of the "Laspi" travel agency, identify its technical properties and offer methods to increase the web-resource leading position in the Yandex and Google search engines by performing SEO-analysis. Design/Method/Research approach. Internet resources SEO-analysis. Findings.The travel product promotion directly depends on the travel market participants' advertising tools' effectiveness, mainly travel agents. It is determined that one of the new technologies that increase the advertising effectiveness, in particular via the travel agencies’ web resources, is SEO-technology. The authors Identified technical shortcomings of its operation, mainly related to search queries statistics, the subject site visits, the semantic core operation, the site improvement, the site increasing citation, and the number of persistent references in the network. It is proved that updating site development, changing its environment, analyzing user behavior, namely the Og Properties micro markup, updating HTML tags, analytical programs placing, iframe objects selection, and other activities, increase the content uniqueness. As a result, search engines scanned the site, and the search results took first place for the positions essential for the web resource. Originality/Value. The leading positions increasing mechanism application, website operation optimization allow search engines to bring it to the TOP of the most popular travel sites. Theoretical implications. To optimize the web resource operation, a mechanism for improving its leading position is proposed that includes three steps: the general website characteristics of marketing, SEO-analysis, recommendations provision. Practical implications. The research is practical in improving the site’s technical operation and increasing its leading position in Yandex and Google search engines. Research limitations/Future research. Further research aims at the site further analysis after making the proposed changes to its operation. Paper type – empirical.

The purpose of the study is to visualize the results of marketing analysis of the current state and prospects of ICT business. The impact of the use of technology on the activities of enterprises is assessed. The study used the method of SWOT-analysis to assess the internal and external environment of the industry. PEST analysis to study the external environment that may affect the industry. Trend forecasting method for calculating the number of enterprises that will use ICT. ABC analysis to determine the most promising services for specialized educational institutions. The analysis revealed weaknesses (insufficient number of marketing specialists, lack of domestic technology equipment of the required class of quality and productivity) and threats (unpredictable course and consequences of Covid-19, the tendency to reduce scientists and the share of enterprises implementing innovations) in the field of ICT and enterprises. In the activities of the computer academy «STEP» there is a group of services that bring the most profit. It is investigated that «STEP» has significant advantages over competitors. The proposed results of the study can be used in the further working of enterprises. In particular, the academy to promote its services in the education market focuses more on the site, site service and mobile application «Mystat», the social network Facebook. These communication channels are the best channel of connection between the educational establishment and service users. The use of information and communication technologies by enterprises allows them to work more productively in their field and communicate better with potential consumers.