SEO-ANALYSIS OF INTERNET COMMUNICATIONS OF HIGHER EDUCATION INSTITUTIONS OF THE MINISTRY OF INTERNAL AFFAIRS OF UKRAINE

Abstract

The article is devoted to topical issues of the development of the communication policy of higher education institutions of the Ministry of Internal Affairs on the use of an effective marketing approach in the management of its activities and the use of modern digital technologies. The article provides justification for the need to study the methodological aspects of Internet communication both for a separate institution of higher education and for the country as a whole. It was determined that one of the tools for increasing the competitiveness of educational institutions is the development of communication policy and the use of modern digital technologies. The theoretical and methodical foundations and factors of internet communication of higher education institutions in the conditions of the Ministry of Internal Affairs were analyzed and systematized. The target audience of the market of educational services is outlined with the definition of the main users of the official website of the Higher Education Institution. World experience was studied, and an algorithm for the organization of Internet communication of higher education institutions was developed based on SEO-analysis of the main tool of Internet communication – the website. The results of the application of the proposed SEO-analysis on the example of the websites of higher education institutions of the Ministry of Internal Affairs are given, with a thorough explanation of the results obtained. Possible measures for the development of communication policy with the use of integrated marketing tools are proposed. The reserves of optimization in the issue of Internet communication of higher education institutions due to the improvement of the bare tool – the website – are outlined. The use of high-tech communications makes it possible to fundamentally change the entire space of higher education, as it forces the heads of higher education institutions to reconsider their attitude to information systems and their transparency, which not only allows to more clearly define the target audiences, tasks and requirements for the main tool – the website of higher education institutions, but also to optimize the mechanisms of state and public control over the development of the higher education system. The practical significance of the obtained results is that they are a contribution to the development of general provisions for ensuring the communication policy of institutions of higher education, namely Internet communication, which will be effective only under conditions of constant improvement.