By virtue of copyright (dcma), for ease of reading for the Italian public, the contents of the first historical document concerning sed (search engine differentiation) have been transferred from the abandoned domain to this web page.
SED (search engine differentiation in Italian) is the process that simplifies seo operations making it more useful to the current evolution of search engine serp. SED is a process in which elements such as brand positioning, purchase decision path and copywriting techniques including the PAS model intervene in addition to classic seo operations.
General description.
The process of SED optimization, aims to encourage an increase in return and direct traffic, to encourage the association of an entity with a category query by the search engine, and to improve all those elements related to users taken into account by the search engine (such as CTR, bounce rate, direct search, internal navigation, action); in order to improve one’s serp by ranking by intent.
Thanks to SED differentiation techniques, it is possible to achieve improvement:
- In the positioning (ranking) of multiple vertical search engines simultaneously (video, images, organic, maps)
- in brand recognition (brand awareness)
- in integrating this optimization strategy as a central and useful element to other web marketing strategies such as SMM, SEM, SEA, BRAND POSITIONING and all subsets of brand management
- in direct (competition-free) traffic
- in low-competition organic traffic
- in the search engine’s understanding and association of the entity as a brand, product
The ever-increasing use of mobile devices, is causing search engines (modified in structure and usability) to evolve in the useful direction of offering users more listings in the form of diversified experiences in a single ranking. This evolution, is also providing opportunities for websites and businesses that have lower rankings to gain more organic visibility. This leads to greater competition for the same businesses within a single search query and an increasing need to showcase their uniqueness to both a broad and specific target audience,and to intercept organic traffic on lateral and not closely related queries in the right way.
SED factors
- SEO
- BRAND POSITIONING
- BUYER DECISION PROCESS
- SED: Differentiating element and distinguishing feature
- It is clear that the most useful element of SED, which differentiates it from any other existing web marketing strategy, is the study of brand positioning and its application to classic seo operations. This is because positioning, which can be implemented in different variants, allows you to study the market in order to find a demonstrable feature specific to the product, relevant to a target audience and not used by competitors.
By incorporating positioning into the optimization process, in a completely natural way, one of the cornerstones of seo is modified, namely keyword research, which becomes Key Research² changing from consisting of 2 to 4 search intents.
Key Research²
in Key Research² you don’t aim to optimize by looking at the serp and tracing resources that are already there so that you can succeed in giving the user an answer. But based on the level of awareness a person has, with respect to a need met by the product. Consequently, while seo to optimize a resource needs search engine analysis, SED needs to know what needs could be met by the product.
SED moves from 2 to 4 search intent.
It is customary among classic seo activities to divide keyword research into 2 intents (informational intent and commercial intent) or 3 intents (navigational, transactional and informational). This classification while correct is very limiting when creating an editorial plan useful for producing content designed to intercept a specific target audience to satisfy a need in the absence or near absence of competition. It is well known how, within a single search query, there are several intents, motivations that drive the user to type a word into the search engine.
With SED, one no longer observes the search engine but the need and the characteristic
SED (search engine differentiation in Italian).
The 2- and 3-intent classifications, arise from observing how users interact with the search engine “based on what is in it.” And not to the observation of why and what, users would expect to find in the search engine based on their need. Moreover, 2- or 3-intent keyword searches, do not take into account a much larger and now closely related digital and non-digital ecosystem. Above all, they are limiting in that they do not allow for the proper exploitation, of lateral and not closely related queries that are often left to chance both by the search engine that composes the serp with few or irrelevant resources. Or by websites that do not exploit them at all and/or correctly, in order to improve rankings, increase traffic, brand awareness and monetization. Such key searches, often mistakenly identified in the long tails, but blatantly differ from them in different level of relevance and correlation to the main query.
Keyword research SED and SEO difference
Keyword research SEO
- commercial intent: turmeric, where to buy turmeric, best turmeric, turmeric Y
- informational intent: turmeric, best turmeric, turmeric reviews, how to take turmeric, turmeric Y works and reviews.
Key Research² SED
- Purchase decision intent (: turmeric, where to buy turmeric, turmeric Y
- Evaluation of alternatives intent (knowledge of solutions and search for alternatives or commercial information knowledge TWO): turmeric reviews, best turmeric, turmeric Y (product name)
- Information search intent (problem knowledge and solution search, knowledge ONE): how to take turmeric (high competition), “How to purify liver fast” (low competition direct competitors)
- Need-recognition intent (emergence of need, ZERO knowledge about the problem): daytime sleepiness causes (one cause is intoxicated liver, turmeric detoxifies the liver).
According to Maslow’s hierarchy, only when a person has met needs at a certain stage can he or she move on to the next stage. From the above classification, we can see strong limitations of classical keyword research in this very sense:
Of the classic keyword research in just that sense:
- unclear intent on some keywords, which creates ambiguity in serp and websites
- potential customers intercepted when they already know the solution, and in addition to being high competition keywords, when a person already knows a solution, he/she is unlikely to change his/her mind.
- Relevant and not directly related side keywords completely absent.
Key Research², on the other hand, comes from observing the latter development, and based on 4 of the 5 elements of a person’s purchase decision-making process:
- creates a new cataloging of a group of keywords misidentified as long tail (for relevance and correlation)
- allows to compose content in a web resource useful to offer the best answer to a person in relation to the level of awareness of the need
- enables the composition of content in a web resource useful for offering the search engine the best answer in relation to a side and unrelated query
- aids the structuring of content within an editorial plan
- facilitates the process of turning a general user into a satisfied user
SED (search engine differentiation in Italian) and website structure