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If you have been creating content for SEO, you've likely come across the term LSI (Latent Semantic Indexing) keywords. These are words and phrases that are thematically related to your main keyword, helping search engines understand the context. For example, if you're writing about "digital marketing," related terms like "SEO," "social media advertising," and "content strategy" might be considered LSI keywords.
Are LSI keywords still relevant in ranking your articles on Google today?
The answer might surprise you.
For years, SEO professionals have debated the power of LSI keywords. Some claim LSI keywords are the secret to better rankings, while others say Google doesn't even use them.
The reality is…Google does not use LSI for SEO in its ranking algorithm
Then why the LSI buzz? That's because many SEOs confuse Latent Semantic Indexing SEO with what is supposed to be known as related and semantic keywords.
Let's understand the A-Z about LSI keywords so that you can be sure that you're headed in the right direction while ranking your website and gaining the right target audience. Read until the end because we will reveal a few interesting practical tips on finding and using "LSI keywords."
LSI stands for Latent Semantic Indexing.
The concept came into the picture in the 1980s and was developed to help computers understand the relationships between words in large chunks of text.
Back then, search engines (and computers) struggled to grasp context. If you typed "Apple," was it referring to the fruit or the tech company?
LSI was designed to fix this problem.
LSI would analyze how words appeared in different texts and use that to determine what they meant. For example:
That was in the 80s, but here's how things got interesting in the 2K era.
In the early 2000s, search engines relied heavily on exact keyword matching, so bloggers took advantage by stuffing the same keyword everywhere.
Example: If you wanted to rank for "best running shoes," you could play smart by writing this:
"Looking for the best running shoes? We have the best running shoes and the best running shoe deals for anyone who loves the best running shoes."
Eventually, Google caught on.
Google started understanding content contextually rather than just looking at exact-match keywords. That's when SEO experts assumed that Google must use LSI latent semantic indexing to go beyond the boundaries of exact keywords.
And just like that, the LSI in SEO became a celebrity.
But here comes the real question…
Let’s cut to the chase. The answer is NO!
Google has repeatedly clarified that it doesn't use LSI for SEO.
John Mueller, Google's Search Advocate, said it best:
"There's no such thing as LSI keywords -- anyone who's telling you otherwise is mistaken, sorry."
The late and great SEO mentor Bill Slawski adds to this:
LSI keywords do not use LSI and are not keywords.
That's as clear as it gets. Google does NOT use latent semantic indexing SEO to rank pages.
Instead of LSI keywords definition, Google relies on advanced algorithms and machine learning to understand search intent.
Here's what Google actually uses
It helps Google understand language like a human would.
Imagine searching: "Can I get medicine for someone at a pharmacy?"
Before 2019, Google might have misinterpreted your intent. Were you asking whether a pharmacy provides medicine? Or whether you're legally allowed to pick up someone else's prescription?
Here comes BERT (Bidirectional Encoder Representations from Transformers), Google's AI model that reads searches like a human. Instead of matching words, BERT understands how words relate in a sentence.
This means Google can now grasp the difference between:
BERT helps Google analyze entire sentences, making search results more accurate.
While BERT helps understand words, RankBrain helps Google interpret search intent, even for queries it's never seen before.
How? It learns from real user behavior.
For example:
If thousands of users search for "best hiking boots for winter" and click on a specific article, RankBrain picks up on that.
If those users stay on the page longer, Google assumes the article is relevant and boosts its ranking for similar searches.
Instead of just looking at words, RankBrain focuses on what people find useful, which means link-worthy content.
Think of Google's Knowledge Graph.
Google Knowledge Graph on the right column.
Those information boxes pop up when you search for famous people, places, or brands.
That's entity-based search in action.
Google doesn't just see "Tesla" as a word. It recognizes:
This means Google connects ideas instead of just matching words, which is way more advanced than LSI.
Google doesn't rely on LSI keyword SEO but expects your content to include relevant words that naturally fit the topic.
And that brings us to the next big question…
As we discussed above, unlike old-school search engines that matched exact keywords, Google today understands context through machine learning and AI-driven search algorithms.
It doesn't just look at one keyword. It examines your entire page to determine relevance.
Think about how you read a book.
To understand its content, you focus on the title and look at the headings, chapter summaries, and recurring themes.
Google works the same way. It doesn't just scan for keywords. It combines various content signals to understand your page's main topic and intent.
Here are the key things Google looks at:
Your titles and headings are major indicators of your content's structure.
If your article is about "Best Smartphones for 2024", your headings might look like this:
From these headings, Google already understands the key topics covered in your content.
Let's Compare:
Imagine two pages covering "Best Laptops for Gaming."
Which page will Google trust more? Page A! Because it's specific, while Page B is vague.
This topic depth is the major factor that helps Google confirm that you're covering the subject in detail and providing useful, relevant information to searchers.
Google doesn't just scan for keywords. It checks how deeply your content covers the topic.
For example, a well-written guide on "running shoes" shouldn't just say:
"Running shoes help runners. They come in different sizes."
That's too vague. Instead, Google expects content to cover relevant details, such as:
Pro Tip: Look at the top-ranking pages for your keyword. What subtopics are they covering? Make sure your page matches or exceeds their depth.
Google expects content to naturally include relevant words, which are just repeated keywords.
Let's take an example to understand this well.
If you're writing about "best smartphones," your content should naturally mention:
These aren't LSI keywords. They're semantic keywords that help Google understand what your content is about.
This is why keyword stuffing is outdated. Instead of forcing an exact keyword multiple times, it's better to naturally include relevant words and concepts.
Recommended Readings: Branded vs. Non-Branded Keywords: What are they & How to Use Them?
Using related keywords comes naturally.
Think about it. If you're writing about "best smartphones", you'll naturally mention terms like battery life, camera quality, iOS vs. Android, and flagship models. These words give Google a broader and wider scope of content than focusing on a single keyword.
This is why Google doesn't need outdated LSI methods. It relies on natural language processing (NLP) to identify topic relevance.
So, instead of obsessing over "LSI keywords", let's focus on writing naturally and cover all relevant subtopics related to your main topic.
Now that we've covered why related keywords matter, it's also important to do some practical exercises on how to actually find them.
Below are some proven methods that will help you rank through semantic keywords:
This is one of the go-to sections for finding real user questions: Google's People Also Ask (PAA) section. When you search for a topic here, Google will provide you with a list of frequently asked questions related to that search.
For example, if you search for "SEO strategies," the PAA box might suggest:
These questions will give you insight into what users actually want to know about what they have been typing on the search bar. It's a direct clue on what your topic should speak about. If multiple users search for the same questions, Google considers them highly relevant and displays them in its sections.
Things get further interesting when you click on any question. The list expands with further connected questions, revealing even more queries as you click.
At the bottom of Google's search results page, you'll often see a list of Related Searches. These are additional terms that users frequently look up alongside your primary keyword.
For instance, searching "best hiking shoes in California" might reveal:
These related searches help you expand your content naturally by covering different angles of the same topic. Instead of just listing shoes, consider comparing waterproof vs. non-waterproof options or discuss what makes a hiking shoe great for beginners.
Ever observed bold words in search results? These aren't random. They're words that Google considers highly relevant to the query.
For example, if you search for "content marketing strategy," Google might bold words like "SEO," "lead generation," and "digital marketing."
If Google repeatedly highlights specific terms across multiple search snippets, you should include them in your content. These words are likely important for ranking well in that search category.
The best way to find related keywords is by studying the pages that already rank at the top for your target keyword.
If every high-ranking page about "best running shoes" discusses arch support, pronation, and cushioning, then Google clearly expects content on those topics.
Cover similar themes in your own article, without copying, of course, and this is how you signal Google crawler that your content is wide and relevant.
It's a common misunderstanding that analyzing competitor content through SEO tools is to understand those keywords and stuff them in yours. No. It's about understanding which subtopics Google associates with a given keyword.
Most people neglect this, but you can lead the competition by using Wikipedia.
Wikipedia is an excellent resource for finding related terms. Wikipedia articles are carefully categorized and include important terminology connected to a topic.
No wonder why Wikipedia easily ranks on the 1st search page of Google and ranks as one of the top ones.
For example, searching for "Artificial Intelligence" on Wikipedia will naturally introduce you to terms like machine learning, neural networks, and natural language processing, all of which help you develop a well-rounded AI-related article.
By studying how Wikipedia structures its content, you can improve your own content flow and include relevant keywords naturally.
SEO tools like Google Keyword Planner, Ahrefs, and SEMrush are the best choice when it comes to real search terms that users are actively looking for. You can also try free websites such as answerthepublic.com or Ubersuggest for that purpose.
Google Keyword Planner, for example, shows search volume trends for related terms, helping you prioritize which keywords to focus on.
7. Google Autocomplete
Google Autocomplete is a great way to find keywords people are actually searching for. Just start typing a word or phrase in Google, and it will suggest popular searches related to it. You can try different variations, add words like "best" or "how to," or even use an underscore (_) to see what Google fills in.
Note:- Google Autocomplete, while it's often recommended for keyword research, remember that it's also based on your personal search behavior, meaning the suggestions you see may not always reflect widely used search terms. It's a useful tool, but it shouldn't be your go-to keyword research method.
LSI keywords are a myth, but using semantically related keywords correctly is necessary for a good SEO. SEO isn't about forcing keywords into your content. It's about providing the best, most complete answer to a search query. The best approach for this is to use the above-suggested methods, with tools such as Google Keyword Planner as the top tools.
We are just a click away if you need any help planning keywords for your complete website ranking.
