SEO copywriting basics
It’s important to understand the basics a little bit before we dive more into LSI and what it is.
So, let’s say I have a website and I’m trying to rank a page on that website for a particular keyword.
What are the things that I need to do to get that page ranking?
From an on-page optimization perspective, the very basic thing to do is using the primary keyword exactly as it’s written about two or three times in your document.
Google understands synonyms related to that keyword, so go ahead and sprinkle a couple of those in the copy where it’s reasonable.
Remember, you’re writing this for humans, not search engines.
I made this massive mistake when I first got into Search Engine Optimization: I would design my copy for search engines, not for users. That means I wrote very, very spammy, gross-sounding copy.
It sucked—so don’t do that. Make sure that you’re writing your copy for humans.
What I like to do is actually write my copy first and then go back right before I hit publish and do all of my SEO tweaks (getting my primary keyword in there two or three times, getting some synonyms there a couple of times, reading it all out loud before I publish).
I generally find much better results in doing it that way. If it sounds terrible when you read it out loud, you’re doing it wrong—so re-work it until it sounds great.
How to use LSI keywords for SEO copywriting?
Once you’ve done your core copy, you’ve added your primary keyword and some synonyms in there, you will want to look at Latent Semantic Indexing keyword research.
LSI is just a fancy way to say “other contextually relevant keywords”. It’s consisted of words that are thematically related to your core keyword.
For example, if my core keyword was “Empire State Building”, some other synonyms for “building” might be “tower”, “skyscraper”, or “high-rise”.
Latent Semantic Indexing keywords would be words that are thematically related, but not synonyms.
In the “Empire State Building” case, it would be keywords like “New York City”, “Guinness Book of World Records”, “sightseeing”, and so on.
Those are not related to a building at all, but in all these other pages that are out on the web that are mentioning the Empire State Building, “New York City”, “Guinness Book of World Records”, and “sightseeing” are consistently coming up.
There’s a thematic relationship between these phrases.
The idea here is you can signal that document relevance to any search engine crawling your documents, if you have a lot of these LSI keywords in there.
How to find LSI keywords?
There are a couple different ways to figure out what your LSI keywords are.
My first and favorite way is LSIGraph.com. Basically, you plug your primary keyword in and it will render a bunch of results for you that show you Latent-Semantic-Indexing-related keywords.
To use this tool, go to LSIGraph.com, input your primary keyword in the search box and then click “Generate”.
In my example below, I entered “Empire State Building” and the LSI Graph tool gave me all these keywords it thinks that are related: