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In the fast-paced world of SEO, some buzzwords last longer than they should. One such term is "LSI keywords." For years, advice has circulated that Latent Semantic Indexing (LSI) is vital for better search rankings.
The truth is, Google doesn’t use LSI in its algorithms. Chasing this myth wastes time and leads to poor content.
Instead, the focus should be on semantic SEO. This means creating content that fully covers topics, understands user intent, and shows real expertise.
I've been in IT and SEO for over 25 years, working with hundreds of Australian businesses, and I've witnessed firsthand how moving to semantic strategies turns mediocre content into market leaders.
Here, we're going to break down the LSI myth, describe why semantic relevance truly matters, and demonstrate how you can leverage tools such as Wordtracker to create actionable, highly ranking strategies in the new AI-based SEO world.
What are LSI keywords (and why the term is misleading)
Latent Semantic Indexing (LSI) emerged in the 1980s to study the relationships between words in texts, identifying patterns like how "apple" would be connected to "fruit" or "computer."
But as Google's John Mueller pointed out in 2019:
"There's no such thing as LSI keywords — anyone who's telling you otherwise is mistaken, sorry."
Yet some software continues to promote "LSI keyword generators." The catch? They tend to lead to keyword stuffing rather than authentic topical depth. That can haunt them under Google's Helpful Content Update, where thin or unnatural content gets demoted.
The solution? Forget pursuing old-school jargon. Begin creating semantic depth that readers and search engines can rely on.
Why related terms still matter for SEO
Although LSI itself is a myth, related terms are more critical than ever.
Google's newer algorithms employ the Knowledge Graph and sophisticated NLP (natural language processing) to comprehend relationships between ideas. A "coffee beans" page that speaks to "roasting profiles," "grind sizes," and "sustainable sourcing" creates a richer, more authoritative image.
Studies by Backlinko indicate top-ranked pages tend to touch on a broad spectrum of semantically related ideas, rather than exact-match phrases.
This is precisely in line with Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness). Writing about related subtopics is depth, it ranks you for long-tail searches, and establishes trust with users.
What SEOs really mean by "LSI keywords"
SEO conversation about "LSI keywords" typically refers to semantically related phrases, not actual LSI.
For instance, for "coffee beans", good related terms might be:
- caffeine content
- fair trade certification
- espresso blends
These are not synonyms, but they add breadth to your content's relevance. The risk is over-optimising by forcing them unnaturally. The overall approach is integration, not stuffing.
How to identify semantic keywords: actionable tactics
Here's a step-by-step guide for finding semantic keywords that count:
1. Leverage Google autocomplete & related searches
Begin with Google. Enter your seed keyword and check the dropdown suggestions and "Related searches".
2. Explore People Also Ask (PAA)
Open up the boxes to reveal clusters of user intent.
3. Examine SERP highlights
Consider bolded words in snippets, Google is actually displaying what it believes is relevant.
4. Utilise keyword research tools
Tools such as Wordtracker and Google Keyword Planner expose connected phrases with parameters such as search volume, competition, trend data and more.
For instance, typing "coffee beans" in Wordtracker brings up clusters like "best coffee beans", and "chocolate covered coffee beans".
5. Competitor analysis
Use Wordtracker's domain search to uncover which keywords are driving clicks to your competitors’ websites. You can then attract more visitors who are genuinely interested in your products or services with the keywords your competitors have in common. As well as giving you keyword ideas, the domain search can highlight semantic gaps you may be able to fill.
Pro tip: Test and validate terms for search volume and intent first before incorporating them.
How to incorporate semantic keywords naturally
Discovering semantically related terms is half the battle; the true art is incorporating them into your content so that they add meaning without breaking flow. Here are some practical methods to accomplish the same:
1. Write for humans first
Always draft with your audience in mind, as if you’re explaining the topic to a colleague or client. When your content flows naturally, related terms will appear organically in your explanations. This builds trust and avoids the robotic tone that comes from keyword stuffing.
2. Layer strategically across your content
Semantic keywords are more effective when used within structural blocks such as headings, subheadings, bulleted points, FAQs, and even alt tags for images. This allows readers and search engines to grasp topical depth instantly while making content easily scannable.
3. Opt for depth rather than density
Rather than repeating the exact phrase, use subtopics extensively. Long, in-depth pieces of content (1,500–2,000+ words) perform better because they indicate expertise and meet varied search intent.
4. Make it real-world relevant
Don't list related terms only; support them with examples, mini case studies, or anecdotes. For example, rather than merely mentioning "espresso blends," you could discuss how varying blends affect flavour profiles. Contextualise keywords into value.
5. Refine and track performance
Edit your writing using tools like Hemingway App or Grammarly to make it simple and easy to use. Once launched, observe Google Search Console to notice which queries your page starts ranking for. If some semantic terms are generating impressions, elaborate on them more to create even more topical authority.
Measuring success with semantic SEO
Publishing is merely the beginning; the real payoffs come from monitoring how your semantic strategy is performing and refining it based on insights. Some of the most important signals to track are:
- Traffic increase in organic: Use Google Analytics to identify increases not just in total traffic but precisely in related search queries and long-tail. These are a sign that your semantic coverage is capturing a wider degree of intent.
- Engagement metrics: Don't just look at clicks. Greater average time on page, increased scroll depth, and lower bounces indicate that readers value and find your content in-depth. This is an excellent sign that semantic integration is working with your audience.
- Ranking improvements for variations: In Google Search Console, track how your page begins ranking for a wider set of semantic queries and entity-based searches, not just your primary keyword. Growth in impressions and positions across these related terms confirms you’re hitting topical depth.
- Conversion impact (optional but powerful): If relevant, connect your SEO efforts to business goals by measuring leads, sign-ups, or sales attributed to semantic-rich pages. This ensures you’re tying visibility gains to tangible outcomes.
Real-world example: semantic coverage in action
Topic: Pet-friendly travel
Before (keyword-stuffed):
“Pet-friendly travel includes dog-friendly hotels, cat-friendly accommodations, and pet airlines.”
After (semantic-rich):
Planning a pet getaway? Whether it's walking along dog-friendly beaches in California, staying in cat-approved hotels in London, or dealing with Europe's pet passport requirements, traveling with pets has never been simpler. From pet-friendly airlines to in-the-know locals offering pet-friendly restaurant recommendations, your travels can be worry-free and tail-waggingly enjoyable.
Notice the difference: The second version is natural-sounding, deals with several entities, and addresses intent straight out.
Conclusion
The “LSI keywords” label may be outdated, but the principle behind it, semantic richness, is a core SEO strategy for 2025 and beyond. By debunking myths, embracing semantic keyword research, and leveraging tools for actionable data, you’ll create content that ranks, engages, and converts.
Whether you’re optimizing a small business website or scaling enterprise content, start with semantic SEO today: audit an existing piece, layer in context, and watch both your rankings and audience trust grow.
