In the digital world content is king, and should be utilized to propel your business forward. A piece of content that has a keyword (or set of keywords) appear more than any other word or combination of words acts as a relevancy signal. When done properly, the signal created would be viewed as a “positive signal” for search engines like Google.
However, there is such a thing as too many keywords or using the same keyword too many times within the content – this is known as “keyword stuffing”. This can lead to a negative signal and potential for a penalty. This is when Latent Semantic Indexing (LSI) comes into action and is important for your strategy.
By definition, LSI is a mathematical method which is used in order to determine the correlation between terms and concepts within the content. LSI will look for synonyms that are related to the title of your content page. For example, if the title of the page is “Handmade Sweaters”, the search engine crawling the content will expect to find words that relate to this topic.
In search engine optimization (SEO), keywords utilized in your content and your website are what will help search engines to better understand the content you have published. This understanding will help drive the proper traffic and audience to your website which can help increase your overall conversions.
How to Make LSI Work for Your Strategy
Much like many other aspects in advertising your business or product, Latent Semantic Indexing is not an easy task, and, can take a long period of time to come to fruition. There are a few factors to keep in mind for your strategy:
1. It is essential to ensure the content matches the page title. If the title is How to Make a Handmade Sweater, it is best to make sure the article gives instructions on how to make a sweater.
2. Avoid keyword stuffing at all costs. While putting together content, it might be tempting to over use your keyword(s) to help give your page a “boost”, but this method will actually be more detrimental than it's worth.
3. Utilize Google Webmaster Tools to help determine the keywords that your pages are ranking with. This will help with your planning strategy and curating your content.
In addition to these tips it is also beneficial to bear in mind that if you outsource your content that you ensure it is coming from a quality source or company. And while it may seem like the best route to use a website to “rewrite” an article that you want to reproduce, this is a route that should be avoided at all costs. Services such as these tend to produce content that has been jumbled and could rendered incoherent and unusable.
It has been confirmed by search engines, such as Google, that using relevant keywords in your content will help your website rank higher than those who do not use relevant keywords – or those who use the keyword stuffing method. Use data-driven planning to get your strategy headed down the right path to give your website the ranking it deserves!