Latent Semantic Indexing (LSI), is the basis of the Hummingbird algorithm. Google has moved away from displaying results based on keywords alone, and is actually looking at the bigger picture when trying to understand the actual query.
As far as our sites are concerned, Google looks at the bigger picture of the site as a whole and what the site is about. It sees who we link out to, what our internal content is about and what the overall keyword theme of our site is. So it is very important that we build our site around our keyword to form a strong based keyword theme, leaving no doubt in Google’s eyes exactly what our site is about.
The Hummingbird algorithm is designed because Google is pushing to understand more complex types of queries such as asking the search engine the full question. To get a more precise answer from Google, you need to give it a much better query by asking the full question rather than simply typing in 2 or 3 word queries.
For example, if you want to find out what is the height of the Eiffel tower, instead of simply typing in Eiffel tower height, you would enter the full question “what is the height of the Eiffel tower”, and Google will give you a better answer because it understands the full query. On the other hand, Eiffel tower height might bring in more ambiguous answers because Google is not as sure about what you’re asking. This means the way we perform keyword research has to change completely.
What is Latent Semantic Indexing?
Latent means hidden. Semantic means related to meaning in language. LSI allows search engines to find highly relevant content for any search term. A page that talks about Bing, Excel and Hotmail can rank for Microsoft even though it doesn’t have Microsoft in it. It is ranking based on those grouped words that belong to Microsoft. It’s reading between the lines and understanding the whole concept.
Google is ranking websites based on the hidden meaning that is not obviously apparent. If done properly, LSI gives proper structure to our content and site, and the hidden meaning would be found from the surrounded content and the site theme. As long as you’re using LSI keywords on our site, it will give a very meaningful structure to your website, and it will mean that Google will have a better understanding of our website. This is why it is so important to structure our content around LSI keywords based on keyword themes instead of just basing the site around your primary keyword. This is the way to make the website future-proof.
We need to build our site based on keyword themes. If we’re targeting a particular keyword, the entire site needs to be built around that keyword, not just a few pages but the entire site. This will give Google no doubt about what the site is about. If our primary keyword is seo services, the entire site and its content has to be built around that keyword theme with LSI in mind.
How to LSI:
- Start with research. This needs to be done before building the site. Our content and site needs to have LSI in mind, which requires research.
Primary keyword is: Web hosting (Home page)
The quickest way to search for LSI keywords is through Google’s related search. Simply type the target keywords into Google and then scroll down to the bottom of the search results page.
You can also use LSI Graph which is an online research tool to search for LSI keywords.
We are going to use the following LSI keywords for the primary keyword as category pages: Shared hosting, VPS hosting, Reseller hosting, Web hosting, and Dedicated hosting. They are highly relevant to the main target keyword and are going to be supporting the overall theme of the site to show exactly what the theme of the site is about.
We need to also use LSI keywords in our content to make Google understand our website theme by establishing correctly structured websites built around LSI. We need to establish relevance to the keyword theme by structuring our website around LSI including categories, posts and articles all built around our primary keyword.
Questions and How-To
Searching for questions and how-tos in our niche give us 2 advantages:
They give us a solid understanding of the topics and questions being asked in our niche by real users, and they give us topics to cover for our supporting articles.
By covering these topics, they give us the opportunity to show more relevancy for our keyword theme and have the opportunity to benefit from longer and more complex queries such as questions which the hummingbird algorithm targets: conversational queries and terms.
There will be a special way to interlink all of this to keep the authority flowing and everything related.
Consider Reseller Hosting as one page. To give that proper theme and proper LSI structure to Google, the supporting keywords for reseller hosting will be:
- Linux reseller hosting
- Windows reseller hosting
- Affordable reseller hosting
- Cheap reseller hosting
- Premium reseller hosting
All of these keywords are supporting keywords to support the primary keyword and its important the way we interlink everything together. We don’t want to talk about cheap reseller hosting in the Shared hosting category.
- Linux shared hosting
- Windows shared hosting
- Affordable shared hosting
- Cheap shared hosting
- Premium shared hosting