If you’ve been doing SEO, you’ve probably heard of LSI (Latent Semantic Indexing) keywords. These are words and phrases that are contextually related to your main keyword, helping search engines understand the overall meaning of your content. For instance, if your article is about "digital marketing," related phrases like "SEO," "content strategy," and "social media marketing" would naturally appear.
But the bigger question is: do LSI keywords still influence your Google rankings today?
The answer may surprise you.
For years, SEO experts have debated LSI keywords’ importance. Some believe they're essential, while others argue that Google doesn’t even use LSI technology.
Google does not use LSI (Latent Semantic Indexing) in its ranking algorithms.
LSI, developed in the 1980s, was created to help computers understand the relationships between words. Back then, machines couldn’t distinguish between words like “Apple” (the fruit) or “Apple” (the tech company). LSI analyzed word patterns in large text databases to infer meanings based on surrounding words.
As Google evolved, it moved beyond simple keyword matching. Many SEO professionals assumed Google was using LSI technology when it started understanding context better. But in reality, Google never adopted LSI for SEO.
Google has repeatedly clarified they don’t use LSI keywords. John Mueller, Google’s Search Advocate, even stated:
“There's no such thing as LSI keywords -- anyone who's telling you otherwise is mistaken.”
Bill Slawski, a respected SEO researcher, echoed this by saying LSI keywords simply don’t exist in Google’s system.
Instead of outdated LSI, Google relies on advanced technologies that focus on understanding user intent and context:
BERT helps Google interpret entire search queries like a human, understanding how words relate to one another in a sentence.
For example:
"Can I get medicine for someone at a pharmacy?"
BERT helps Google grasp that you're asking about legal permission, not just searching for general pharmacy information.
RankBrain helps Google learn from user behavior. If users frequently click on and stay engaged with a particular article, RankBrain identifies it as highly relevant and may boost its ranking.
Google connects ideas and concepts using its Knowledge Graph. For example, when you search “Tesla,” Google knows whether you mean the car company, the inventor, or Tesla’s stock.
Instead of matching exact words, Google looks for relevance, intent, and content depth.
Google analyzes your entire content to determine its relevance. Here’s how:
Structured headings signal your content’s depth and organization. For example:
Clear headings give Google strong clues about your content's structure.
Google expects comprehensive coverage of a topic. If you're writing about “running shoes,” cover:
Rather than forcing exact keywords, Google expects related terms. Writing about "best smartphones" would naturally include brands, features, and operating systems like iOS and Android.
You don’t need LSI keywords, but you must use semantically related terms naturally. Here’s how to find them:
1. Google’s People Also Ask (PAA)
When you search a term, PAA shows real user questions. Use these to identify topics your content should cover.
2. Google’s Related Searches
At the bottom of search results, you'll find related searches you can incorporate into your content to expand topic coverage.
3. Bolded Terms in Search Snippets
Pay attention to bolded words in search results — these highlight important phrases that users and Google associate with the topic.
4. Analyze Top-Ranking Pages
Study competitor articles to see what subtopics they cover. This gives insight into the depth Google expects for ranking.
5. Wikipedia
Use Wikipedia to find related terminology and well-structured information you can adapt into your content.
6. Keyword Research Tools
Tools like Google Keyword Planner, SEMrush, Ahrefs, Ubersuggest, and AnswerThePublic can help you uncover related search terms and content gaps.
7. Google Autocomplete
Start typing your target keyword and observe what Google suggests. This reveals common searches you can target.
Don’t stuff keywords. Instead, write naturally, covering all relevant subtopics to fully satisfy user intent.
While LSI keywords are a myth, using semantic and related keywords is critical for modern SEO. Focus on writing content that fully answers search queries, uses related terms naturally, and satisfies user intent. With the right balance of topical depth, structure, and user-focused content, your rankings will improve organically.
