Using artificial intelligence to optimize a company's website

The aim of the article. The article explores the possibilities of using artificial intelligence technologies for website search and conversion optimization, in other words, how the process of improving web pages can be automated to increase the amount of organic traffic (visitors) to the site and their conversion into potential or actual customers of the company. Analysis results. To achieve this goal, areas of AI technology application for website optimization according to the requirements of search engines were identified to create a high-quality web resource to increase organic traffic. It is outlined how AI tools can be used to improve a website from the perspective of increasing the conversion rate of the targeted audience. The possibilities of automating design creation and website development are defined. The most common use cases of artificial intelligence in practice are considered, and case studies of companies that have successfully integrated AI into the website optimization process are analyzed. The significant role of artificial intelligence is substantiated based on the advantages and benefits companies receive by applying such technologies. Recommendations for integrating AI into SEO and CRO processes have been developed. It is worth noting that most studies focus more on the use of AI for SEO rather than for CRO. This is explained by the fact that CRO is a relatively new area in internet marketing, especially in Ukraine, although it is rapidly gaining popularity. In addition, search optimization is more standardized. For example, regardless of the niche, some tasks still include collecting a semantic core, clustering keywords, analyzing competitors, and forming content based on relevant search queries. Such processes have precise algorithms and predictable patterns, which make them ideal for automation using artificial intelligence. AI systems can be trained to perform these tasks efficiently. CRO, on the other hand, implies a more individual approach, studying the target audience's needs, problems, and pain points, outlining a unique value proposition, etc. This is more difficult to automate. SEO often focuses on search engine algorithms and technical aspects, while CRO deals with human interaction, emotions, and decision-making. The scientific novelty of our research lies in the comprehensive examination of the application of artificial intelligence for complete website optimization, both in terms of improving web pages according to search engine requirements and improving user experience and satisfaction to increase the chances of conversion into buyers or clients of the company. The topic is and will remain relevant, and the research has practical significance for marketing scholars, web marketers, SEO/CRO specialists, web designers, developers, copywriters, project managers, analysts, and business owners with a website or any other web resources or digital products. They can familiarize themselves with the capabilities of using AI and integrate it to improve the process and outcomes of their activities. Conclusions and directions for further research. Overall, artificial intelligence plays a vital role in the website optimization process and helps create high-quality web pages that rank high in search engines, receive a lot of traffic, and convert well. A company can achieve more sales and customers and increase return on investment in marketing and other business processes. AI technologies are helpful for quick optimization of small websites and for automating monotonous work on large multi-page sites, for small businesses to use their already limited budget more rationally, and for large companies to optimize costs and reinvest funds into other areas. Thus, by exploring various opportunities, it is possible to find AI tools to meet different needs, with different options available depending on the budget a business can allocate for such integration. The prospects of this research include the practical testing of all the mentioned areas of AI application in the creation and optimization of a specific website, with measurements of effectiveness indicators, as well as comparison with the situation before the AI implementation.