LSI and Google RankBrain: Understanding the Difference

The earlier article incorrectly described RankBrain as using latent semantic indexing, or LSI. They are not interchangeable terms. Google describes RankBrain as a system that helps relate words to concepts; its documentation does not prescribe a list of “LSI keywords” for publishers.

Write for the subject

Use the words that explain your product or service accurately. Related concepts, examples and customer questions belong on a page when they help the reader. Adding a list of loosely related terms just to influence a ranking system can make the page harder to use.

Match the question behind the query

A person searching for a website designer may want project examples, an explanation of the process and a way to request a quote. A person researching brochure websites may want a definition and comparisons. Those needs should guide the content structure.

Make relationships clear

Headings and descriptive internal links help readers navigate between related topics. Give each page a clear purpose and connect it to useful supporting information. Avoid creating several nearly identical pages to cover minor wording variations.

Measure useful outcomes

Review search queries, relevant visits and enquiries. Improving clarity and answering the right questions is more useful than chasing an invented keyword formula. Google’s ranking systems evolve, so consult its documentation rather than treating older terminology as a specification.

For help applying these ideas, explore SEO and search visibility and the scope relevant to your project.

For a related perspective, read Underscore Technique in Google Search Box: What to Use Instead.