Usi indotti dal motore di ricerca: l’“iper-pianificazione” nella scrittura in rete
Uses Induced by the Search Engine: “Hyper-Planning” in Web Writing

Summary/Abstract: On a daily basis, Google’s algorithm plays a decisive role in determining the success or failure of web content. Authors must not only consider linguistic norms and conventions, which have been thoroughly explored in the literature on the subject, but also adhere to Google’s guidelines and the suggestions of SEO (Search Engine Optimisation) experts in order to optimise their content for a high position in the SERP (Search Engine Results Page). This process is highly complex, as it depends on the continuous updates of the search engine and requires consideration of all the services provided by Google—such as YouTube, Images, and Discover, among others—to meet the diverse needs of its users. Moreover, if necessary, the significant impact of social media, which is in some way connected with search engines, cannot be underestimated. It is evident that the search engine induces certain linguistic usages and trends, and its important role must be acknowledged in providing a clear and impartial view of such phenomena. In the context of web writing, the practice of “hyperplanning” is a fundamental aspect that is largely dependent on Google’s guidelines, as well as authors’ adherence to official guidelines, SEO manuals, and case studies. This approach embodies a markedly distinct attitude from the nonchalant approach often associated with web writing. This work is based on a corpus of 40 online guides and aims to illustrate the influence of the search engine on editorial choices concerning the lexicon (as part of “surface” planning), textuality, syntax, and content structure (as part of a more “deep” planning).

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