SEO Copywriting: Using Latent Semantic Indexing
LSI copywriting (or latent semantic indexing) is a text writing technique that emphasizes the relevance and usefulness of the material for readers, as well as search engines. To achieve this, the text should thoroughly explore the topic at hand, using keywords and their synonyms. By doing so, the resulting content is more relevant and useful for visitors, which can improve its ranking on search engine results pages.
In the past, traditional SEO texts often suffered from unnatural word order and awkwardly inserted key phrases. While these texts were attractive to search algorithms, they often lacked appeal for human readers. To address this issue, Google and other search engines have developed algorithms that prioritize finding texts that use natural language and contain logical connotations of the main keywords.
For example, consider the following comparison between traditional SEO and LSI approaches to a search query:
- Traditional SEO: «Many people wondered: where to inexpensively buy HP printer?« The sentence includes a direct match of keywords to a popular query («inexpensively buy HP printer»), which results in an awkward sentence structure.
- LSI: «You can buy an HP printer from us at a bargain price.» This sentence emphasizes the meaning of the request rather than clumsy copying of keywords. As a result, the sentence is more natural and better perceived by the reader.