Selection, clustering and translation of keywords for the promotion of the hotel business on the Internet

The article examines the role of the semantic core as the main tool of Internet marketing. The methods of selecting and clustering keywords and phrases, as well as their impact on the effectiveness of advertising campaigns, are analyzed. Special attention is paid to how the correct formation of the semantic core makes it possible to optimize the cost of promotion, increase the relevance of contextual advertising and ensure a high return on investment. The presented material is relevant for specialists seeking to maximize the effect of using digital promotion channels.