Keywords are still in the center of the attention when it comes to SEO.

However, nowadays we mainly use them in terms of the keyword research. When it comes to content, we rarely even mention them.

What caused such a big swing? Back in the day, all SEOs were emphasizing proper keyword usage, required frequency etc.

We will explain this phenomenon so stick with us!

The main reason for change

Google is constantly developing their algorithms and systems. Just a few years ago, people were stuffing their articles with a particular word or a phrase hoping to reach first pages of Google. Seeing it as a bad practice which has negative impact on content and thus user experience, the company decided to make a change.

Instead of focusing on a particular keyword, Google decided to place emphasis on user’s intent. Google presumes that every search query is in fact a question to which user requires an answer.
So they decided to implement LSI on their algorithms.

What is LSI?

LSI is latent semantic indexing. It is a linguistic concept which determines relevancy of a word (or a phase) within a document. So, LSI keywords represent all the keywords which are relevant to the topic.

This is a great way for Google search engine to establish the true purpose behind an article.

For example, there is a big difference between articles that talk about nails (part of human anatomy) and nails (small metal items). By finding all the articles that are mentioning nails, user will receive various, non-connected answers.

Back in the day, Google would simply retrieve all the articles that have nails and sort them based on repetition. But, that is no longer enough.

Today, by using LSI keywords, the search engine is able to precisely determine what the article is all about. This helps refine the search retrieving much more relevant results to the user.

How to determine what are LSIs and what are not?

It’s simple; all you have to do is write naturally.

Basically, LSI keywords are something that primarily helps Google. If your article is well-written, all of the LSI keywords will be within it as it is. But, that doesn’t mean we cannot optimize the process even further.

First, it is necessary to mention that different words have different impact on the copy.
Google will expect higher repetition of certain phrases while other should be in lesser quantity. If the discrepancy exists, that means that your article should have higher rankings for a particular set of keywords while lower for other set of keywords.

Let’s use Alexander the Great as an example.

In one article, you will place emphasis on his conquests constantly using words such as “war” and “battle” which should prioritize all the queries about “Alexander’s conquests”. On the other hand, you may write an article with culture as the focal point. By using phrases such as “architecture”, “art”, “philosophy”, Google will give advantage to your article when it comes to queries such as “Alexander’s impact on the world”.

Finally, to answer the question.

All the words and phrases that are somewhat related to the topic can be regarded as LSIs. However, as there are different types of them, you need to be careful as how you implement them within an article.

How to use LSIs in an article?

It’s pretty easy:

Write a high-quality article:

If you write a high-quality article, all the LSI keywords will be in it. The biggest mistake you can do is to try and focus on one word and its synonyms while omitting all the other phrases which may be relevant to the general content.

Additional optimization:

No matter how hard you try, you will probably forget some of the important phrases. After you’ve finished the article (not before), think about all the expressions that you’ve missed. You can even check your competition to get some ideas. After figuring this out, add LSI keywords here and there just to make sure Google will rank you properly.

Piece of cake!


You should always try to add relevant LSIs when writing an article. They are especially important for copies that are stuck on 8th or 9th position of Google and cannot budge. By revisiting the article and making small tweaks, you might get the necessary boost which will improve your ranking.

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  1. Awesome article Nik! 🙂 Brief and informative. Definitely a good read. Thanks for sharing! But I wanna know, what tools can you recommend? I’ve been using LSI Graph so far.


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