Search engine optimization (SEO) is constantly changing. Google wants to ensure that search engine users receive the most relevant search results, and therefore it updates its algorithm regularly. It’s all about user experience. When it comes to SEO, new techniques and strategies are emerging constantly as agencies strive to keep up with Google. What worked yesterday may get your website penalised today!
Currently, there is a lot hype surrounding the term latent semantic indexing (LSI). What is LSI, and how does it affect the SEO process?
What is LSI?
LSI is basically a mathematical technique that aims to identify patterns and links between different terms. LSI makes it possible to understand what a piece of content is talking about, based on how different terms are used together.
For example, the word apple alone would most likely conjure up an image of a piece of fruit. However, when used with other words – e.g. Apple’s operating system – you’re more likely to think of computers and mobile devices.
Put simply, LSI takes the term ‘synonym’ to another level. It’s not just about different words that mean the same thing; it’s about the collection of words that surround a particular topic.
How does LSI work with SEO?
Google’s algorithm has changed a lot over the last couple of years. Algorithm updates such as Panda and Hummingbird have meant that LSI is now a term used in SEO circles.
Panda looks at the improve overall quality of a website by SEO in Australia (therefore mostly the quality of the content). Google now wants to see content that presents ‘expert’ information – and of course, an expert should be using the correct terminology.
For example if someone was to write an article able AFL, you would expect certain words to be used – football, coach, players, kick, handball, disposal etc. Now imagine if you read a blog article that provided an account of a recent game. If the word ‘disposal(s)’ didn’t make it into that blog at all, you would be questioning the author’s AFL knowledge. Google would feel the same!
We then have the Hummingbird algorithm update – which isn’t really an update, rather an algorithm overhaul. Hummingbird has changed the way Google reads and responds to search queries. Rather than merely matching keywords, it seeks to understand the overall meaning of the search query – before finding websites that best answer it. This being the case, LSI is very important. Google actually uses it to gain a better understanding of what people are asking – and then uses it again to find content that provides the best answer.
What does it mean for SEO agencies?
The big change for SEO agencies has been content. Content needs to be in depth, well researched and written from the point of view of an industry expert.
With this being the case, reputable agencies such as WME Group have opted to hire internal content writers – outsourcing just doesn’t cut it anymore. Content needs to be spot on, or the website will have trouble ranking.
If you’re looking for a reputable firm that offers web marketing in Brisbane or any of the other major cities in Australia, make sure you find an agency that understands the importance of latent semantic indexing.