April 27th, 2010 by Susie

One of the first things we learn when writing SEO content for our web pages is how to make it searchable by users. The very basics of search engine optimization are based around keywords which should be included in web content. Keywords are crucial within search rankings, that is true, however with competition being rife and search engines being tougher, simply adopting the keyword approach is not always enough.

Once over, simply cramming as many keywords into your web content as possible was a sure fire way of getting a higher search engine ranking, however with the clamp down on duplicate copy and users becoming more familiar with how to get more accurate search results, something needed to change. Latent semantic indexing, or LSI, basically entails creating a sort of theme within the content. This is done by considering every word or string of words that may be used to inform people about a particular subject and somehow including them within the content. As with any form of web content, the SEO copy needs to read naturally and not look forced.

LSI techniques should not replace keyword placement altogether. Keywords always have and always will be a vital element to any copy, all it means is that rather than overpower your copy with keywords, you will just have a couple of main keywords appear once or twice and the rest of the copy will be informative and relevant to the entire subject, product or service which you are writing about.

Coming up with a theme for your web content is not as difficult as it may first seem. It does require a bit of time and effort. Try and break down your content into different stages. For example, consider your industry as a whole not just your specific offering. Think of how people would describe the actual industry and common terms which are used. LSI techniques are fairly easy to apply when writing on specific products, as you can use features, benefits and uses to create your theme.

Some people who are used to more traditional keyword methods of SEO may be dubious as to the effectiveness of LSI written articles. There are a few things you can do to add some reassurance. Firstly, do some research. If you look at the differences between the content on sites which rank higher and those with a lower ranking, you will soon discover whether themed content works better in your line of work.

The other way is to simply try it. Write a piece of web copy this way and post it on your site and monitor its effectiveness. If it produces a higher search ranking and increases clickthrough rates then you know you are onto a winner. If it doesn’t, then you will still have your keywords to back you up anyway so are still likely to drive traffic to your site. LSI content is based around how a consumer would perceive your brand, so whether it works or it doesn’t, it usually makes for a more pleasant read.

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