Economics and Business Management

The role of digital performance indicators in shaping the promotion strategy of construction services in agribusiness

Viktor Chertinov
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Abstract

In the context of economic digitalisation, the marketing activities of construction companies oriented towards agribusiness depend on data and analytical tools that enable informed decision-making based on quantitative indicators. The aim of the article was to establish quantitative relationships between the main SEO indicators of websites and the volume of organic traffic, as well as to assess their influence on the development of an effective promotion strategy for construction services aimed at agribusiness enterprises. To achieve this aim, a sample of 17 Ukrainian construction companies specialising in the construction of facilities for the agricultural sector was formed. The data were obtained from the Ahrefs service as of October 2025. The study employed correlation analysis according to the Chaddock scale, single-factor linear regression models, multifactor non-linear regression models with interaction elements, and simulation sensitivity analysis. The results revealed strong positive correlations between organic traffic and key SEO metrics: the number of keywords ranked in positions 1-3 (r = 0.87) and positions 4-10 (r = 0.89), the total number of referring domains (r = 0.91), the number of “dofollow” referring domains (r = 0.91), the number of unique referring IP addresses (r = 0.88), and the number of unique Class C subnets (r = 0.88). Six statistically significant single-factor linear regression models were developed with coefficients of determination R² ranging from 0.7427 to 0.8126. Multifactor non-linear models with interaction elements demonstrated higher explanatory power (R² up to 0.999). The simulation sensitivity analysis confirmed that the greatest increase in organic traffic is achieved through an increase in the number of keywords in the top 3 positions (+282 visits/month) and through improving the URL rating of web pages (+150-162 visits/month). The practical significance of the study lies in the fact that the obtained results enable construction companies to develop KPI-oriented promotion strategies, optimise the allocation of marketing resources, and improve the effectiveness of interaction with clients in the agricultural sector

Keywords

digital marketing; web analytics; mathematical models; organic traffic; SEO metrics; agricultural enterprises; B2B strategies

Suggested citation
Chertinov, V. (2026). The role of digital performance indicators in shaping the promotion strategy of construction services in agribusiness. Economics and Business Management, 17(2), 92-109. https://doi.org/10.31548/economics/2.2026.92
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