LSI 101 – A Short Trip To Fantastic Content
Even today, some people tend to overdo it with keywords. They stuff their articles with a particular word or phrase hoping that Google will pick this up and boost their rankings.
Do not be fooled; your main keyword will still be the focal point of the article. However, the way we use it is much different than before.
With its sophisticated algorithms, Google no longer focuses on a phrase or two. Instead, the search engine is able to dissect your entire article and establish what it’s all about.
All of this is based on LSI keywords and their proper use. Let’s check them out!
Brief history of Google search engine
Google has gone through many changes since it was first introduced.
Most of these changes were connected to content. This isn’t surprising. Over time, SEO experts found numerous ways to use (or better yet abuse) content as a way of optimizing websites. Due to this fact, we encountered various illogical things such as over optimized meta tags, content stuffed with keywords, numerous ads etc.
Today, the search engine works on a pretty high level and it is able to provide users with top notch articles. However, this wasn’t done overnight.
One of the first semantic tools Google used was Knowledge Graph. With it, Google would provide additional info on the topic completely independent from any outside source. This way, they made sure end users would receive flawless information on certain important topics.
Next step was made with Hummingbird. For the first time, Google started transitioning into machine learning. Hummingbird algorithm was quite advanced and it was able to adjust search results based on user intent. Use of a specific keyword was no longer the most important factor.
And now, we come to RankBrain. Have in mind that this machine learning system is still in development. For now, it is used only for a small percentage of total results but in future, it may become the dominant system.
What is so important about RankBrain?
RankBrain is great because it is able to detect connections between words on a completely new level. It is not necessarily focused on a phrase which is entered into the search bar. Instead, it sees query as a question to which it needs to provide an answer.
Let’s explain this.
By typing in “The current president of US” search engine will retrieve results about Donald Trump. Previously, search engine would try to find articles that have all these words within it (current, president, US). RankBrain understands that the user is looking for an answer to a question. So, it provides results based on user’s intent, not on the keywords itself.
However, this is only the tip of the iceberg.
We are still not sure how good RankBrain may become. It is primarily used for ambiguous queries, unnatural questions and slang; all the things search engine would previously had trouble with.
When a person enters such a query, RankBrain is providing a set of results and then assesses user’s behavior. If the creates a negative feedback, (in terms of links, likes, time on site etc.) RankBrain decides that the articles were not satisfying.
But, this is only one part of the story. RankBrain continuously learn from its mistakes and refines the queries as it goes. So, as the time goes by, it can provide better and better results not only to old queries but also to brand new ones.
There was a lot of hype surrounding RankBrain. Truth of the matter is that our knowledge is still limited. Google ensures us that the system is still in its developmental stage and it remains to be seen how the company will use it in the future.
If you are blogger, there is no need to be concerned. For now, RankBrain will not bring an enormous SEO change. Due its limited reach, you probably shouldn’t even think about it at this point.
So, you can relax and keep on blogging as usual!
About the author: Nikolay Stoyanov is the CEO of NikSto.com – an SEO company that offers SEO outsourcing, consulting and white hat link building services to clients all over the world. Nikolay is a huge Brian Dean fan and a proud graduate of his SEO That Works course. He’s a contributor to many of the most reputable websites about SEO.