Application of web analytics to identify promising directions in agriculture in the Urals

In the context of rapid digital transformation of the agro-industrial complex, the role of Internet technologies and web analytics services in searching for and assessing promising areas of development is growing. This article is devoted to identifying the most relevant trends in Ural agriculture using web analytics tools that allow collecting and summarizing data on user requests, seasonality of demand, and the dynamics of interest in organic, environmentally friendly, and innovative technologies in the agricultural sector. The authors consider the capabilities of platform Yandex.Wordstat as accessible analysis tools that allow obtaining primary statistics on the state of the market and the needs of end users. Ural agriculture, characterized by a variety of climatic conditions and a wide range of crops, is becoming increasingly attractive for the introduction of organic production methods and the development of modern digital technologies. The use of web analytics can identify patterns and growth points, among which organic farming, environmentally friendly products, bio-farms, and the development of agritourism are of particular interest. The article also covers aspects of organic certification and the possibilities of reducing the gap between producers and end consumers. The work emphasizes that the integration of web analytical methods provides a more complete picture of the market, taking into account both seasonal fluctuations and general digitalization trends. The proposed approach can be adapted to various regions and areas of the agro-industrial complex, contributing to increased efficiency and competitiveness of domestic agriculture.