LSI Keywords: Do They Actually Work? (And If So, How?)

If you want your website to be visible, you must thoroughly improve each page for SEO to rank higher on Google. The first page of results gets around 95% of clicks, as most studies show. The top three results? They capture about 77% of the clicks! SEO, as is well known, consists of three main parts: technical SEO, content SEO (on-page SEO), and off-page SEO (links). Here we are talking about the second part – on-page SEO. Basically, it is the process of optimizing a website’s content for both search engines and users. Methods used typically include making SEO-friendly URLs, crafting catchy, click-worthy titles and subtitles, and integrating chosen keywords. Let’s take a look at the latter. 

SEO keywords, or simply “keywords” or “key phrases”, are words added to online content for a specific reason. It is done to increase search engine rankings for those very words. If you sell cookware in London, your main keyword would be “cookware in London”. At first glance, it seems simple enough.

But on-page SEO is much more than just inserting a few important keywords into the text. That simply won’t work. Search engines are much smarter than that. 

Nowadays, long-tail keywords dominate most search queries. This shift reflects conversational voice search trends. The use of voice-enabled devices worldwide is on the rise. We are talking about smartphones, smart speakers, in-car assistants, etc. When you voice your inquiry it comes out different from when you type it – and algorithms take notice. In 2024, voice searches accounted for 51% of searches worldwide, with voice searches predominantly used for local search. 

This is one of the reasons why long-tail keywords, context, and semantic relevance have become especially important.

What are LSI Keywords?

LSI stands for Latent Semantic Indexing. It’s an old method used by search engines to understand the meaning of content. It involved analyzing words and phrases “around” the main keyword to grasp better what the text was about. 

As a technique, LSI was developed back in the 1980s, originally for indexing static databases. There are several issues with this method. First of all, LSI is an outdated technology. It was designed to work with known documents. The internet is not only vast but also dynamic. Billions of pages in the search engine index are constantly changing. This is a problem because the LSI patent mentions running analyses each time there is a significant update to the files stored in the system. This requires a lot of computing power.

Search engines nowadays still look for patterns between words, for the natural flow of the text to deliver better results for users. They value well-rounded content. By using LSI keywords, you help them understand what your content is truly about—not just what it looks like on the surface. There are words and phrases that indicate that your text is relevant and reflects a certain level of expertise.

For example, imagine your main keyword is “running shoes”. Then LSI keywords could be “athletic footwear,” “jogging”, “sneakers,” or “best shoes for running.” Or your main keyword is “apple.” In this case, latent semantic indexing keywords might include “fruit,” “orchard,” “nutrition,” “health”, “diet”, “easy gardening”, “cider” or “apple pie recipe”. Thus, with the help of LSI SEO, a search engine will know you’re talking about the fruit, not the tech company. In short, LSI in SEO means the words one would expect to find in a certain context. 

Google remains the dominant search engine worldwide. It accounts for 89-92% of global searches, with mobile searches making up over 81% of Google’s traffic (in 2024). On average, mobile users perform 5.1 searches daily while desktop users average 3.2 searches per day. 

Keeping that in mind, you can see how it is obvious that websites need to optimize their pages for Google.

Google’s Perspective on LSI Keywords

Despite persistent rumors to the contrary, Google has explicitly denied using LSI for ranking purposes. 

The idea that Google uses LSI for ranking is most likely based on the patents issued in the USA in 1988-2008. 

For example, patent US4839853A was issued for a methodology for retrieving textual data objects where the information was treated “in the statistical domain by presuming that there is an underlying, latent semantic structure in the usage of words in the data objects. Estimates to this latent structure are utilized to represent and retrieve objects”.

In similar fashion, a patent US9449105B related to “A method and apparatus for determining contexts of information analyzed. Contexts may be determined for words, expressions, and other combinations of words in bodies of knowledge such as encyclopedias.”

All of those patents had expired in 2008. Google could analyze a context long before that using its own technology.

John Mueller, a Google representative, stated in 2019: “There’s no such thing as LSI keywords – anyone who’s telling you otherwise is mistaken, sorry.”

Or as Google’s Gary Illyes explained, “We have no concept of LSI”​. 

Instead, Google’s BERT and RankBrain algorithms focus on understanding the entire query context using a technique known as natural language processing (NLP) and machine learning. 

This is more advanced than LSI, yet you can probably say that the principle remains the same. Google is still analyzing the context, albeit on a different level.

Use a cloud of related terms, and Google will likely rank your content higher. Of course, factors like page load speed and mobile friendliness are also vital, because Google measures everything. Loading speed, interactivity, visual stability, etc. – but the relevance of the content is highly important for better ranking.

NLP might be more sophisticated than LSI, but the idea behind it is very similar. Google looks for relationships between words to understand content better. Whether you call it LSI, related words, or just common sense, Google loves content that feels relevant and natural. And while LSI words are certainly not a guaranteed way to boost ranking, they do improve the overall appearance and readability of a text.

Some important contextual factors that affect Google’s ranking include the following: 

• Content depth and topic coverage: pages that comprehensively cover a topic tend to rank higher. LSI keywords help with that.
• Outbound link themes, because the content of the linked page provides relevancy signals
• Pages categories: pages in closely related categories may get a relevancy boost
• User engagement: the bigger the engagement, the higher the ranking. Factors like bounce rate, time on page, etc, account for more than 10% of the ranking result. There are many proven methods to create a more engaging and sticky experience that keeps users coming back. Such as utilizing push notifications, gamification, competition, reward systems, and user experience personalization – to name a few.

According to our SEO geniuses at Serpzilla, you can’t SEO well enough without using a cloud of related words. You can’t just stuff a bunch of “apples” into a text without other words connected to the main one – say, “orchard” or “cider”. For Google to rank your website well, you need a whole “family” of keywords. (See them in this very article: “latent semantic indexing keywords”, “SEO”, “ranking”, etc.). You need your texts to be both creative and useful.

LSI keywords show algorithms that your page answers a user’s question. The better your content serves the searcher, the more search engines smile upon you.

RankBrain and BERT emphasize context. They aim to understand the intent behind search queries, analyzing contextual data like the time and location of a query. LSI keywords play some role in highlighting your content’s main theme, even if the method behind Google’s analysis is much more advanced. 

Always keep in mind, though, that the end goal is to create valuable content for users, and not just to please the algorithms. Content reigns supreme in the realm of SEO. It draws users into your digital embrace. Exceptional content sparks great interest. It prompts people to link and share. Users will spread the word among friends and amplify your reach.

Once visitors discover what a treasure your content is, they will return eagerly. They will seek more insights and explore your offerings. Engaged users will rave about your brilliance, creating nice word-of-mouth buzz. Such organic conversations are priceless.

And Google, the Web’s great arbiter, always takes note of such engagement. When users like, share, and converse, your website’s credibility soars. This means that new customers will effortlessly stumble upon your site.

Captivating content forges meaningful connections. It transforms casual visitors into loyal patrons. Once they’re enchanted, they’ll choose your product without hesitation. And again, Google always rewards this loyalty with higher rankings.

So, craft enchanting content. Make it rich and unforgettable. This isn’t merely about SEO; it’s about cultivating lasting relationships with potential clients. And do not forget to update content regularly to keep experiences fresh.

How to Find and Use LSI Keywords

Today, LSI keywords are understood to refer to the terms and phrases that are semantically related to the main keyword. Finding and using LSI keywords doesn’t have to be tricky. There are plenty of tools that identify words associated with your main keyword. 

But remember this: when adding LSI keywords to your page, do so naturally. Don’t shove them into every line. Keep the flow smooth. The trick is balancing SEO with readability. Stuff too many keywords, and things get weird. Plus, don’t underestimate Google. It may and will penalize keyword stuffing.

What you need to do is sprinkle LSI keywords like seasoning. Place some here and there – into your headings, body text, and subheadings. Use them where they make sense. Remember to review alt texts, meta descriptions, and URLs. By spreading LSI keywords naturally across your content, you can improve SEO without sacrificing quality.

Tools for Finding LSI and Related Keywords

There are several great tools for finding LSI keywords and phrases. Here are some of the best:

1. Google’s Related Searches. It’s a nice one, and pretty popular with SEO magicians at Serpzilla. Look at the bottom of every Google search result page. You’ll find there “related searches”. These give you insight into what other terms people are looking for. 
2. Google Keyword Planner. Another free tool from Google that generates keyword ideas. Though made for advertisers, it’s useful for anyone looking to expand their keyword list.
3. SEMrush. This is a paid tool with in-depth SEO features. Besides other features, it helps with LSI keyword suggestions. It also provides data on keyword difficulty and search volume.
4. Ahrefs. Another premium paid SEO tool. It gives detailed reports on related keywords and how competitors are using them.
5. Key Collector –  a specialized paid tool for finding LSI keywords by focusing on low-frequency, highly relevant search terms.
6. Serpstat – paid tool. It offers LSI keyword analysis through its keyword research feature. It helps users discover related search queries and synonyms to optimize content for better SEO performance.

Besides using specialized tools for finding LSI, there is a method for independently collecting marker keywords through search results.

• Step 1 – Collecting Markers:
  Marker queries, or markers, form the backbone of a website’s semantic core. They define the niche theme. For example, for a commercial site selling bricks, these would include keywords like ‘buy bricks’, ‘bricks with delivery’, and so on. You can’t shorten marker queries. If you remove one of the words from the phrase ‘buy bricks,’ the remaining word won’t function as a query. You can “buy” anything, while ‘bricks’ on its own isn’t inherently commercial. It could refer to a picture of bricks or DIY brick-making. This means that “buy bricks” must remain intact. Basic frequency shows how often “buy bricks” appears. This includes variations like “buy silicate bricks.” It also covers phrases like “buy cheap red bricks.” Exact frequency counts searches for “buy bricks” only. It does not include any extra words. A bigger gap means more phrases can be formed. You can add other words and LSI terms. Marker queries have a large gap in frequency. 

This is why we focus on these queries. We look for specific, niche clusters or topic groups. Once you get your markers, organize your semantic core by individual pages for further analysis.

• Step 2 – Competitor Analysis for LSI Phrases:
  Use tools like Serpstat, or Key Collector.
  These tools analyze competitor pages for relevant LSI phrases.
  Identify frequent LSI phrases to improve your content strategy.
• Step 3 – LSI Semantic Analysis:
  Create spreadsheets to track keyword density and text volume.
  Calculate averages from top-ranking competitors: number of characters, average keyword density, maximum keyword density, and minimum density. Calculate these values for each of the competitors, and make the table compute the average. This will allow you to see trends that influence the ranking. You’ll see what pages rank in the top positions, their text volume, or keyword phrase density.
  Try to identify trends like optimal text length and keyword use.
• Step 4 – Parsing LSI Phrases:
  Tools like SeoLik extract relevant LSI phrases from competitors.
  Collect and organize LSI phrases based on importance. Use them strategically to improve search rankings.
• Step 5 – Content Creation or Optimization:
  Use LSI data to optimize or create new content. Match keyword density and meet search engine standards. Ensure your content addresses related search queries.
• Step 6 – Final Adjustment and Comparison:
  Compare your LSI usage with top competitors. Refine your content to match higher-ranking LSI usage.

The key is to choose words that genuinely fit the context of your website. You want your writing to flow naturally. 

Best Practices for Incorporating LSI Keywords into SEO

There are a few strategies to follow when adding LSI keywords:

1. Focus on Relevance – Use LSI keywords that make sense for your content. Don’t add unrelated terms just for the sake of SEO.
2. Balance – Include LSI keywords naturally. Don’t cram too many into a single paragraph. Spread them throughout the article.
3. Headings and Subheadings – Add LSI keywords to those too. This helps search engines understand the structure of your content.
4. Avoid Overuse – Too many keywords can hurt readability. Google may see it as keyword stuffing. Keep your content clear and easy to read.
5. Update Regularly – SEO trends change, and so do search patterns. Update your content periodically. Keep your LSI keywords fresh and relevant.

Follow these best practices, and you’ll create content that is both search-engine-friendly and interesting for readers. 

Practical Applications of LSI Keywords

LSI keywords make your content more informative. More cohesive. They improve your page’s visibility. Let’s explore a few practical examples of how LSI keywords can enhance SEO.

Enhancing Content for Better SEO Performance

Imagine you’re writing an article about “healthy recipes.” Your main keyword is “healthy recipes”. Right? Now you need some LSI keywords to enrich the content. These keywords might include “nutrition,” “low-calorie”, “organic ingredients,” “vegetable recipes”, “quick healthy meal”, “healthy meal for kids”, “easy to cook” and so on. These terms help search engines understand the topic better. 

So, instead of just repeating “healthy recipes,” insert some “low-calorie dinner options” or “good breakfast ideas for kids.” This adds depth to your content and makes it more relevant to a broader audience.

Without LSI keywords, your article might seem to search engines shallow. And, if your text does, in fact, lack LSI keywords, it probably is shallow and uninformative. With them, your content seems less spammy. Search engines will recognize that your article covers the topic thoroughly. 

Another benefit here is a better user experience. LSI keywords make your content more engaging and useful. Readers will find exactly what they’re looking for faster. This will reduce bounce rates. And of course, generating LSI keywords requires creative thinking and approach. Still there’s a lot of potential here:

Examples of Effective Use

Let’s look at how websites can use LSI keywords effectively.

1. Blog on Running Tips. As someone has once said, running is modern-day mental health therapy. It is an extremely popular sport, and blogs on running attract a lot of readers. Imagine a blog post titled “How to Improve Your Running Speed.” The main keyword is “running speed.” But think about the text from a user’s point of view. They would like to know about the best running shoes, training routines, smart devices, and hydration. They might be training for a marathon. They want to learn about sprinting and how to protect their joints. All of these create a cloud of potential LSI keywords and give a full picture of running. It makes the content more valuable.
2. Online Store Selling Laptops. You might want to focus on “laptops for gaming.” LSI keywords could include “graphics card,” “processor speed,” “gaming performance,” and “SSD storage.” These keywords show that your page is about high-performance gaming laptops, not just any laptops.
3. Fitness Equipment Website. A website selling home gym equipment could target the keyword “home gym setup.” LSI keywords like “workout routine,” “dumbbells,” “exercise bike,” and “yoga mat” could add context. This helps search engines understand that the page covers all aspects of setting up a home gym.

These examples show how LSI keywords can improve search visibility. At the same time, they assist in keeping keyword density down. When used correctly, LSI keywords help content reach the right audience. They give search engines and users a clearer understanding of the topic while helping avoid keyword overstuffing.

Once you’ve improved your content, use Google Search Console (GSC) – a gift from Google to SEO professionals – to see how your website is performing.GSC offers detailed insights into website performance metrics and uncovers hidden data to help you improve your SEO strategies. Clicks and impressions from search queries are highlighted. Core Web Vitals data reveals key website performance issues. With GSC, SEOs can track indexing, mobile usability, and more. Observe the dynamics for some time to see if the use of LSI keywords resulted in any changes. SEO most often involves a “try and see what happens” approach.

Conclusion

LSI keywords are an important part of modern SEO, but only in the sense that they help create a relevant keyword cloud for richer and more detailed text. While Google may not officially call them “LSI,” the concept behind its algorithms remains similar. Search engines value content that is comprehensive, relevant, and natural. Using related keywords helps search engines understand the meaning behind your text.

To find LSI keywords, use tools like LSI Graph, SEMrush, or Google’s Related Searches, albeit the latter should be used with caution since the results depend on your own search history. After that, include them naturally in your content. Avoid overusing them. Place them where they fit best. Don’t forget about headings, subheadings, and meta descriptions.

LSI keywords help you cover your topic more thoroughly. When you have in mind a cloud of related words, you know what you need to write about. They make your content more valuable to readers and improve SEO performance. So, when creating content, always remember to include LSI keywords. 

To wrap up, remember that SEO is not just about the main keyword – it has never been, not really. Search engines want quality content that provides a great user experience. LSI keywords are part of your strategy to provide just that. Use them wisely, and your content will be likely ranked higher.