Latent Semantic Indexing (LSI): A Huge Development in Internet Marketing and SEO

Latent Semantic Indexing, or LSI, is one of the new significant developments in the search engine world. With this technology Google can determine the topic of your website by looking at all the keywords within your content and seeing how they relate.

For example, if you're writing about an apple, Google will look at the other keywords and search terms to determine if you're writing about the fruit or the computer. In this example, if Google sees the words software and hardware, it will think you're writing about the Apple computers. On the other hand, if you wrote the words tree, pie, and cider, it will determine that you're writing about the fruit. These determinations happen quickly through complicated mathematical algorithms.

How does Google know which words relate to certain topics? Basically, through data mining in large volumes. Google has searched through many web pages of the same topic and has filtered out the words that come up frequently. With this information, Google can do a good job figuring out what you're writing about.

Also, LSI technology has helped Google build a large database of synonyms and related terms. This is why you can rank for bridal dress even though the keyword you're targeting is wedding gown. Google knows that bridal dress is a synonym for wedding gown.

Finally and most importantly, Google is using LSI technology to give better rankings to sites that use multiple related keywords and terms. Their reasoning is that experts tend to write with expert verbiage and industry jargon while non-experts tend to write more simply and with more repetitive phrases. Also, quality content tends to have a variety of keywords and related search terms. Of course, Google will seek to reward good content written by experts.

So, let's talk in practical terms. What does LSI mean for webmasters and internet marketers?

Keyword density as we know it is dead. Gone are the days when you stuffed your web pages with multiple instances of a keyword. It is a much better strategy to use many related terms and synonyms. Then, your content will look like quality expert writing in Google's eyes. As an added benefit, you'll be able to rank for more keywords.

If you would like to know what Google considers as synonyms and related terms for a certain keyword, visit their free Adwords keyword tool (adwords.google.com/select/KeywordToolExternal). Enter a keyword and make sure the "Use synonyms" box is checked. Then, click on "Get More Keywords."

Google will give you synonyms and related terms for the keyword you entered. As you can guess, this information is very valuable. In fact, Howie Schwartz, a search expert, stated in an interview that the winners in the new search landscape will be the ones who write the same thing in many different ways. In essence, he's talking about the power of adding synonyms and related terms to your content.