How to Use Latent Semantic Indexing Keywords in Web Content
How businesses use keywords to write effective web content to add value to users conducting Internet searches has vastly changed.
Breakthrough “semantic search” tactics are already doing a summersault on many Google™’s search results. If you want visibility online, yesterday’s SEO techniques won’t make it happen anymore. Understanding and implementing Google Semantic Search offer a lead in what to do instead. In order to improve your on page search engine optimization, consider swapping some of your over-used keywords for Latent Semantic Indexing (LSI) words instead. This prevents the likelihood of Google Hummingbird algorithm updates from penalizing you for keyword stuffing, and shows Google that your site’s page should be displayed as a quality result for the user. LSI keywords help search engines extract meaning from words with more than one meaning.
Additionally, it may be that whether or LSI is present may act as a quality content signal. Search engines now assimilate keywords in a manner past their literal meaning and can better correlate to user intent. Search engine result pages (SERPs) have matured beyond the constraints of whether or not the search query incorporates the exact keywords used in your web content.
The terminology and technology around keyword use today is maturing so rapidly that it sometimes means that many marketers are unaware of OnPage Content Latent Semantic Indexing. To be progressive in digital marketing, become an expert in how to properly optimize your web content for use of semantic keywords. Google has as dramatically upped its analytic abilities. This article will help you better understand the semantic keyword world and construct a database of keywords that are full of meaning. The next step is to wrap your keywords with structured data markup to comply with current Google algorithm updates that utilize machine learning.
RankBrain’s Impact on Latent Semantic Indexing
Google announced RankBrain in 2015 and since then reveals a better glimpse into artificial intelligence and machine learning. After studying hundreds of millions of search engine results that Internet users select after making a query, Google is learning what content individuals deem to be the best answer to their queries. The result of this research is that it can better respond to rarely asked questions and long tail queries and generate more accurate results that please user intent. Set your site’s taxonomies to assist the user experience.
Quality long-form content that goes into sufficient depth to best answer a query usually wins. This often includes using keywords that express the same meaning by expanding on the topic in ways that help more readers learn and gain solutions. But avoid going overboard with putting all your time into LSI. As with everything SEO related and useful; it is one valuable part of your overall marketing mix. For example, incorporate all aspects of foundational SEO, offer clear calls to action so that the reader can quickly identify what they need to do next, switch up a page to be more mobile friendly, spend time gaining reviews that validate your company’s worthiness, etc.
A Balanced Approach to Latent Semantic Indexing and Google
While seeking to understand and employ various semantic approaches to building content that is easier for GoogleBot to digest, marketers that offer a broad approach to SEO do best. There are a vast number of SEO software packages and services available to assist efforts; however, the best philosophy is to stick to Google SEO guideline basics. We recommend a primary focus on making great content and focusing on what users need to know to fully understand your topic. Then, regardless of what new algorithms encompass or do not – you’ll come out progressing in the right direction.
LSI should not become a limited SEO concept. Marketing experts find some features of Google that indicate evidence of latent indexing. The search giant’s web intelligence to see the parallels with more relative, pertinent keywords can be used to an advantage in personalized search. The real strength is effective SEO practices are staying balanced in the midst of a growing number of search complexities.
Google RankBrain algorithm can be viewed in part as a literal machine expecting web content in an almost thesis like structure. The good news is its increasing ability to adopt better means to understand human dynamics and intent.
How to Come up With Long-tail LSI Keyword Ideas
Determine which long tail keyword article ideas will best serve your audience’s needs. Having a dominating presence in SERPs is more of a dream for many businesses than a reality. But you can get better at it by paying close attention to what users want. Publishing better content that offers answers and solutions that satisfy the readers’ interest can be a tough job when the industry is highly competitive. You will need a solid SEO strategy to outsmart your competitors.
Paid Search – Your business has an online presence for the purpose of being seen by potential customers. Google Keywords search ads can benefit from data presented by the search giant’s own Keyword Planner, which is intended to be useful for paid advertising inside the platform. It is great for finding keywords when targeting your paid search ads.
Earned Search – There are a number of benefits of augmenting your articles, blog posts, and web pages with semantic keywords. While LSI keywords help search engines to understand the meaning of your written content, avoid relying on article spinning software since they have no capacity to understand the article and rewrite them correctly for natural language processing semantic algorithms. Also, avoid any urge to stuff your articles with keywords for the sole purpose of ranking. Instead, use related keywords that come up naturally in conversations on your topic.
How to Conduct a Latent Semantic Analysis
Latent semantic analysis (LSA) is a technique in natural language processing (NLP), in particular distributional semantics, of analyzing how a set of documents and the terms they contain relate to one another by producing a set of concepts related to the documents and terms. Map words, entities, and documents into a “concept” space and then do comparisons in this space.
The Google latent semantic indexing algorithm uses character strings within a document to decipher semantic relevance when associating the true meaning of web content. It’s capability of distinguishing vocabulary, language, and semantics may be savvier than you think. Consider the vast investments currently being made by medical search and other industries that are partnering with Google in artificial intelligence research. A key component of RankBrain is that it leverages a deep learning process in order to synthesize new information out of existing keywords and find similarities in differently worded query phrases.
Semantic Keyword Use in PPC Advertising
Ecommerce websites that are paying out for PPC advertising feel presses to take advantage of every option to compel prospective buyers to click on their URL instead of a competitor’s. Keyword use in ad copy and semantic SEO optimized landing pages enhance the searcher’s understanding of the value of that page well before clicking to arrive there. Campaign structured snippet extensions are powerful at drawing the searcher’s eye as well as offering additional information in search results.
With so many paid ads vying for buyers attention, image results, and other visually stimulating elements offer attention on the search results page, and often are that extra pull that draws the eye and wins the click. Marketers can import keywords from external tools or directly from your keyword analytics and log files; wherever derived from, works to create an organized keyword taxonomy for crafting your ad groups.
Use keywords that logically and semantically express your business (not in broad match) in your paid ads, making sure that your ads match your keywords. Ad groups without proper segmentation may limit your conversions and profits. Tightly semantic expression used in site link can do a great job of adding relevance to viewers.
A Method of Keyword Indexing That Matches User Intent
Latent semantic indexing adds an additional key step to search’s document indexing process. On top of detailing which keywords a document is comprised of, this approach inspects the document collection as a whole, to determine which additional content contains some of those same words. LSI deems documents that have numerous words in common to be semantically close, and ones containing scarcely any common keywords to be semantically distant. This simple method relates amazing fine to how a person, looking at content, may categorize a document collection.
Latent Semantic Indexing (LSI) seems to have become a fixed aspect of the Google algorithm. It is important to stay current with changes to win in semantic indexing. Although the LSI algorithm doesn’t comprehend that least about what the words mean, the patterns it perceives grant the algorithm an astonishingly level of intelligence.
“When you search an LSI-indexed database, the search engine looks at similarity values it has calculated for every content word, and returns the documents that it thinks best fit the query. Because two documents may be semantically very close even if they do not share a particular keyword, LSI does not require an exact match to return useful results,” states SEO Book. (http://www.seobook.com/)
In contrast, an ordinary keyword search is left in a blank state if there is no exact match. In the same situation, LSI will is capable of returning relevant content that only relate by association and matches intent.
6 Benefits of Using LSI Keywords in Title and Description Tags
1. Reduces risk confusion with keyword synonyms. How you go about using LSI keywords in page Meta tags can be helpful to search engines by reducing possible confusion between your intended keyword meaning and synonyms.
2. Reduces confusion as to overall page intent. When your copywriter understands best ways to use keyword order and density, then probability and behavioral cues can derive intent and be more easily matched to both traditional and voice searches.
3. Contributes as a relevancy signal. Internet users utilize Google Search to find information relevant to what they are looking for. LSI helps GoogleBot more accurately match web pages and documents to user intent.
4. Broader reach. A top benefit to using LSI keywords is that your keyword reach becomes broader by using synonyms. This helps your content offer a richer experience for the reader, and become more legitimate to search engines. Rather than use a single word, you can use a group of words that make sense to your product lines or services.
5. Better Search Rankings. It may be one of the better SEO tactics that anyone can use to get a better search engine ranking. To keep readers engaged (which boosts rankings), you must deliver varieties to your content.
6. Reduces risk of being mislabeled as spam. Using LSI keyword phrases protects you from mistakenly being labeled spam. By avoiding the need to repeat the same word, you will not only get linked to a plethora of other queries, but you will also be delivering a fuller extent with an LSI keyword.
Most AdWords marketing campaigns feature one type of Broad Match keyword or Phrase Match keywords, which comprise the two most frequently used SEM keyword types. With Broad Match keywords, campaigns see higher traffic, but if it is not relevant to your services or products then you don’t want to be paying for them. With Phrase and Exact Match keywords, you’ll see lower traffic levels, but you’ll show up in more niche specific search results.
Your business needs someone on your marketing team who knows how to be ahead of your competition when it comes to SEO techniques that utilize structured data to gain rich snippets. Businesses that get on board early with optimizing their website for semantic search are already seeing favorable results. Much indicates that this concept will reshape Google search for years to come. Use of schema.org will help your business improve Knowledge Graph results, online AuthorityRank, faster indexing and your TrustRank.
Use Semantics to Help Content Meet Query Intent
When performing schema website audits, we often find content that related somehow to a search query but fell short of fulfilling user expectations. And those URLs dropped in rankings – sometimes a lot. A visitor may have reached the page that still ranks for the specific subject matter covered, but fails to rank for tangential queries that are no longer a 100% a fit. You may be missing a lot of search traffic if you’re not creating blog posts around longer search queries that use LSI.
Gary Illyes* explains that Google simply wants to make sure the content ranking highly for a query meet user expectations. He said, “we want users to find the right information (correct information) based on their query. So, we have to adjust those overly-prominent sites.”
While a lot has changed with keyword use, it is still the hub of SEO. You should still track the positions of your keywords in Google Analytics and watch what search terms viewers used to reach your website in your Search Console. Long-tail LSI keywords used in a natural manner will not only generate visitors to your site, but they’ll be involved visitors who have indicated interest in your product and then follow your business. Read more about how RankBrain may impact rankings.
Synonymous LSI Keywords (LSI)
Have you noticed just what is in your search engine result pages? Google makes the synonyms of your search term stand out in SERPs. Here is one example. If I search for “find a theater near me”, Google also serves up results with the words “movie center” and “cinema”. These Synonyms are LSI keywords in Google vocabulary; by some semantic professionals, the synonyms highlighted in SERPs are also called Synonymous LSI Keywords (sLSI). Just like the practice of using primary keywords, watch that you don’t over-do it when it comes to adding LSI keywords or synonymous LSI keywords. A few well-chosen terms will suffice to help your SEO efforts. And like your primary ones, only insert LSI options into the text when they fit naturally.
LSI Keywords and Keyword Density
Synonyms are the most straightforward way to get started with semantic keyword use.
These are fundamentally keywords that can correlate to the keywords that you are writing about or that users searching for. Google latest algorithm updates accomplish this by using a system known as LSI (Latent Semantic Indexing). To say it briefly, it is based on user search patterns, preferences, and behavior; it is the world of semantics concerning how one keyword search is typically linked to another keyword search.
Google has confirmed that by using more LSI keywords, your page typically ranks better, and this makes sense because individuals search on a given topic using different combinations of keywords and in various ways. The best way to broaden the relevance of your pages in search is to include all the other relevant, related indexing by a Latent Semantic Analysis.
Using semantic keywords as companions with our main keywords significantly boosts rankings in many of our case studies. Use them to your advantage by as supplementary content. Make it easy for search engines to know the relationships between elements of your blog post or page. You have less risk of being penalized for keyword stuffing when using LSI keywords and greater chances of being found in SERPs for more than one-word phrase.
6 Tips for Using Latent Semantic Indexing for Keyword Phrases
Your web page needs to be clearly identifiable for its unique topic.
1. Overstuffing exact match keywords can lead to diminishing your page’s authority. It used to be that we found keeping keyword densities to three to four percent was ideal, today some say it is ever closer to one percent.
2. Use your main keyword upfront in your title and in the first paragraph of your web pages. RankBrain algorithm updates are more is about natural speech in search results, but overall, try to add copy that offers a deeper explanation on your topic with related terms.
3. Build out your content with natural language that describes solutions that fit the keyword you are using, but be careful of terms that have numerous meanings that are otherwise unrelated. A search results page may give an irrelevant return in such cases. Like fog-related weather “driving visibility” versus using structured data to “dive visibility in search”.
4. Use your main keywords in your image alt tag because this information is what is displayed image search engine results. Try semantic indexing keywords with a focus on more than one phrase, unless that one along obtains tens of thousands of searches monthly.
5. Replace your main keyword phrase in your page’s title and with similar terminology for your body H2 and H3 headings in a way that matches how people talk.
6. Add keywords in link anchor text to help search engines better correlate the subject of the page that the link leads to. Mix-up your related anchor text keyword terms to avoid being too redundant and appearing manipulative.
So how does one manage to keep keyword density percentage down to 1-2 percent?
By using LSI variations of key phrases, you can test and see search engine optimization improvements. If you want to rank for a key phrase which contains the word ‘sweater’ then use variations within the content like cardigan, cable knit tops. Try when possible to fit in wording like the ugly sweater, oversized sweaters, knitted jacket, jersey, and pullover. Use one or all of the tools to add listed below to see how to group key phrases that GoogleBot may use. One great way to start to locate LSI keywords is to check your site search itself. This also will give you ideas for inter-linking your pages in a natural manner.
Check the keyword density of a specific page, post, news article, or piece of content. Determine where you may be over optimized on certain keywords, and where you could swap them for LSI words which have the same premise.
Start with your main keywords and word phrases to target as you build a new piece of page content. If you are in good communication with your viewers, you may have conversations in hand the reveal the types of words and phrases that you might include that they already relate to. A decisive content creation plan will help decide what the purpose of that particular page is, and how it assists the user. Once you know the intent of the pace, or its place in your sales funnel, you can then select the types of keywords best for your on-page search engine optimization and the best SEO tactics to use them.
Like much of superior SEO, there are a profuse number of software packages and services you can purchase that will help you in your search for LSI keywords. You don’t have to pay for a tool like this – there are many excellent ones that you can get for free. The paid options offer the best training and support along with making a purchase, in my experience. However, any one of them will help you learn how to find these keywords more effortlessly.
Tools for Locating Semantically Relevant Keywords
This is not a conclusive list. However, it will give you plenty to work with. All these tools help you describe better the topic you are writing about or determine keyword density for better semantic search results.
* Lsigraph.com – This tool gives the user an option of eliminating some words from the results as well. The number of results varies considerably. FREE (http://lsigraph.com)
* Wordstream’s Keyword Niche Finder*** – Offered as a proprietary keyword grouping algorithm that help associate semantic relevance. PAID
* Google Trends – Google is semantic and is quickly becoming even more so. Google Trends is a very robust tool to discover search volumes associated to given keywords. FREE
* Google Keyword Planner – Comes bundled with an AdWords account. PAID
* _Moz’s NEW Related Topic Generator – This SEO giant makes it easy to advance your keyword targeting. I like how quickly it is to obtain topic frequency. It not only shows the title of the page where the keyword was targeted, but your progress, reach, what type of content it is used in (like video), and published date. PAID
* (www.ranktrackertool.com) Rank Tracker Tool – This keyword tool automatically monitors keywords and competition across all top five search engines – daily. PAID
* Scrape Box- (scrapebox.com) This is one of my favorite tools to find keyword variations. You can set it by depth for come up with more alternatives. Give yourself time for it to run; I typically get hundreds of keywords that I then sort through to find useful ones. PAID
* UberSuggest -It extracts all the Google autocomplete words for a single simple keyword and is easy to use. FREE
* Google Auto Suggests – All you have to do is start typing your keyword in a Google search box and see what it suggest. It pulls up are predictions based on the most popular search terms related to the initial word typed in. FREE (https://ubersuggest.io/)
* Ultimate Keyword Hunter (ultimatekeywordhunter.com)- This LSI tool assists in finding related and synonymous search terms that correspond to your target topic. It requires downloading the tool and has a handy video to help you get started. FREE
* Keyword Suggestion Tool – After you get your initial list, you can click on each result and gain more information. Frequently a new way to say something jumps out and can add a new spark to your content. FREE
* SEO Book Keyword Density Analyzer – The best use of this tool is help you monitor your focus on the core terms in your web page while including alternate word variations, acronyms, synonyms and additional supporting vocabulary. FREE
* Thesaurus.com – and edit the keyword to your niche and check the densities of your pages and whenever above the 1% try to look to see whether other synonyms of that word can be used because this will certainly help you with the ranking factors and keep you away from the partial google penalties carried out by Panda. FREE
* Nichelaboratory.com – I haven’t figured out optimal use of this tool, but it is available for use to discover keyword topics and niches. Many other marketers seem to find it very useful. When visitors come to your website and only find limited information, it may foster disappointments and a loss of generated leads. Therefore, you need to use specific wording about what you have to offer, and articulate it well.
* Seo Pressor – Marketed as a WordPress SEO content optimization tool that helps site owners conduct efficient targeted content marketing by finding the right LSI Keywords. PAID (seopressor.com/learn-seopressor/lsi-keywords-and-keyword-density)
Role of LSI Keywords in Semantic Search Planning
Digital marketers can find it a new world of enticing play to make connections from open data to the daily pursuit of consumer’s using the Internet to find what they want.
Modern search uses query-based algorithms to help rank the complex web of data resources by making better semantic textual associations. For the bulk of digital marketer’s, their list of responsibilities includes making web content easy for users to find and understandable to search engines like Google, Yandex, Bing, and Yahoo. To accomplish that, semantic search can play a significant role in how you can make the context of your website understandable.
It behooves us as marketers to make this process easier, faster and more accurate for them. While it may seem quite complex at first, the effort offers a win-win situation in the end, where search engines are given the power to display better results and your business can gain more accurate and improved rankings.
Semantics can strengthen the context of your blog posts, pages, and articles so that it is easier for search engines to offer them. This is one step in your marketing processes that can lead to higher content rankings but doesn’t directly impact getting in the Google index.
“LSI really only would work with a small static document set, and would need to be run again every time there is a change in the corpus to be indexed. The web changes too quickly and frequently for it to be used to index the web.” – Bill Slawski
SEO in the Modern Day LSI
No need for SEO professionals to panic when it comes to latent semantic indexing and the increase in semantic web search. It is simply good to prepare for the shifts in what SEO involves and the impacts of algorithm changes. Priority is on improving matches between user intent and context, not on black and white keyword use. There are many benefits once you can think how search engines ‘think’. Then it easier to optimize your web content semantically.
To keep the pendulum from swinging too widely, let clarify that keywords are still important, especially long-tail keywords used with the context of natural language. Keywords will function as a ubiquitous signal to the search engines – instructing them as to what your page is about. However, the interplay between co-occurrence and co-citation is what will ultimately judge whether you succeed or don’t in the future.
“We may use cosine similarities to compute the similarity between a query and a document, between two documents, or between two terms. This means that if we have an LSI representation of a collection of documents, a new document not in the collection can be ‘folded in’ to this representation. This allows us to incrementally add documents to an LSI representation,” states Stanford on Latent semantic indexing.
RankBrain Identifies Patterns of Search Queries
REMEMBER: Google’s dedication is to produce the best and most relevant search result to every user.
Mark Twain hinted a long time ago that “The difference between the almost right word and the right word is the difference between the lightning bug and the lightning”. Google’s artificial intelligence algorithm, known as RankBrain, identifies patterns of search queries, their context and what type of user behavior results exist per search query.
RankBrain measures the following user behaviors that are possible to track (look in your Google Analytics): the number of licks or lack of clicks, scrolling, dwell time, pogo-sticking, and the pace of new search queries that users make every day. It assesses this data, progressively adjusting results to display those relevant to the searcher’s question.
Google and all major search engines care today less about keywords and more about topics. This is a necessary adjustment for you to make as well, too. The world of search and the Internet Of Things has to appease voice search queries. It is best to think more about the conversational value of your content than yesterday’s approach to keyword centered content.
Double check and ensure that all your content is strategically connected by applying relevant internal links to more in-depth pages on that detail. Use natural language in your link’s anchor text.
According to Sam Hurly who wrote in the Digital Current, “This significantly aids Google by providing it with a metaphorical spider’s web — which, when complete, presents the bigger picture and greatly increases your chance of ranking for desirable money terms.”
2 Basic Approaches:
1. Search engines can engage processes to better their algorithm to interpret web content by integrating linguistic handling such as Natural Language Processing (NLP) or Latent Semantic Indexing (LSI).
2. Add the granular technique of adding specific data markups to identify web contents accordingly. Machine readers need to be able to digest and apply the formats used in the fraction of a second.
It is quite okay to question everything when finding ways to improve SEO for clients. You may have another and better approach. We’d love to hear from you in the comment section below.
“Semantic search refers specifically to technology that can understand exactly what users mean when they query a search engine or database with a word or phrase. It’s done via a nuanced understanding of the relationship of words in a search phrase.” – Acronym*
“In latent semantic indexing, Google sorts sites on the frequency of a variety of terms and key phrases linked together instead of on the frequency of a single term. Though your text content should include your main keyword or phrase, the content should never focus solely on that keyword or phrase.” – An article titled Latent Semantic Indexing: Keywords in Body Content by Bruce Clay
I work and live in Minneapolis, Minnesota, providing both on-site and digital marketing services.
Semantic search is not new; it is actually an old linguistics term. It is a branch of language linguistics that encompasses the relationship between words, sentence structure, and what they mean. Internet search and semantics utilizes a slight variation on the word(s) yet offer users information on same meaning. Semantic search is a technique that considers searchers intent and the contextual meaning of word phrases as a force to improve accuracy and display the best relevant results. LSI, the semantic web and the semantic search world, naturally SEO practices that actually work are going to evolve as well.
Our SEO team has discovered that it’s easier to effectively integrate LSI keywords in case studies than for any other type of web content. Creating blog posts with solutions which are useful to your readers focus on case studies and data-driven content that you source with trusted references. Remember that search engine optimization has gone beyond picking a few keywords and bulking it up with text to support it. Nowadays, it must make sense, be unique and add clear topic value. Understand what pain points your prospective buyers are struggling with, and craft high-quality content that will appeal to them.
To maintain an excellent presence in SERPs, your site needs fresh web content regularly. Static pages can seem a bit redundant to search engines over time because they are considered stale for readers. Consider that search engines like Google, Yahoo, Bing and Yandex depend upon revenue to keep going, and fresh content means more places for them to incorporate advertisements. LSI contents ensure multiple and varied ways of stating the same thing in a fresh manner when one would suffice. It is a mutual advantage to you as well as to search engines that will showcase your site to the world.
Learn how to improve your business’s online trust authority. Call 651-206-2410 to gain professional services for incorporating Keyword Latent Semantic Indexing by Jeannie Hill. Request a Semantic Mark-up Website Audit
IMAGE SOURCE: Search visibility diagram courtesy of (www.smartinsights.com) SmartInsights.com. Top image from Flicker.
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