SEO Today: It’s About Meaning, Not Just Words

For years, SEO was all about exact-match keywords. If you wanted to rank for “best coffee shop,” you had to repeat that exact phrase multiple times in your content. But search engines have evolved, and so has the way we approach optimization. Today, the focus is on semantic SEO—a strategy that goes beyond rigid keyword matching and instead emphasizes context, meaning, and relevance. This is where the idea of LSI (Latent Semantic Indexing) keywords comes in, even though Google doesn’t literally use LSI anymore. The concept still matters because it helps you cover topics more holistically and naturally.

What Are LSI Keywords?

LSI keywords are essentially terms that are closely related to your main keyword. For example, if your primary keyword is “digital marketing,” related terms might include “SEO,” “social media advertising,” or “content strategy.” These aren’t synonyms but are conceptually linked, which helps both users and search engines understand the context of your content. Over time, Google has shifted from exact-match reliance to semantic understanding using advanced natural language processing, machine learning models like BERT, and its Knowledge Graph. That’s why optimizing only for one keyword is no longer enough—you need to show depth, intent, and topical relevance.

Why Semantic SEO Matters

The benefit of using semantic keywords is that your content feels comprehensive and natural rather than repetitive. It prevents keyword stuffing, improves readability, and allows you to capture different variations of user intent. For instance, someone searching for “how to brew coffee” might also be interested in “best coffee machines,” “pour-over techniques,” or “coffee grind sizes.” By weaving these related concepts into your content, you align better with how people actually search online.

How to Find Semantic Keywords

Finding semantic keywords doesn’t require complicated tools. You can start with Google’s autocomplete, the “People Also Ask” section, and related searches at the bottom of search results. Studying high-ranking competitor content also reveals recurring phrases and subtopics worth including. Tools like Uber suggest, SEMrush, or LSI Graph can also help generate lists of semantically related terms. But beyond tools, it’s about thinking in terms of entities—people, places, processes, and concepts that are tied to your main topic. For example, if you are writing about “coffee brewing,” it makes sense to include mentions of espresso, French press, roasting levels, and grinders.

Best Practices for Using Semantic Keywords

Once you’ve identified these terms, the key is to use them naturally. Don’t overstuff your content—integrate them into your headings, meta descriptions, image alt texts, and body content in a way that feels conversational. Structuring your content with topic clusters or FAQs can also reinforce relevance. Additionally, adding schema markup helps search engines interpret your content better and increases the chance of rich results. Updating old posts with fresh semantic terms is another effective way to maintain rankings and adapt to changing search behaviours.

Building Topic Authority with Semantic SEO

Ultimately, modern SEO isn’t about chasing exact keywords—it’s about building topic authority. This means creating in-depth content that fully addresses a subject from multiple angles. When your site demonstrates comprehensive knowledge, Google and other search engines are more likely to see you as a trusted source. With the rise of AI-driven search and conversational queries, covering a topic semantically ensures that your content remains visible and valuable to readers.

Conclusion

In conclusion, while the term “LSI keywords” may be outdated, the principle behind it—covering related concepts to provide context—remains crucial. By embracing semantic SEO, focusing on entities, and writing content that satisfies different user intents, you can move beyond rigid keyword optimization and position yourself as a true authority in your niche.