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Understanding Latent Semantic Indexing (LSI) for Improved SEO Copywriting

Semantics are big deal to search engine crawlers. LSI, or Latent Semantic Indexing, is a method search engine use for information retrieval. In simple terms, LSI enables search engines to reference content (or certain words) that has similar meaning and context, although not exactly the same.

LSI (Latent Semantic Indexing) Defined

In article about LSI by Arron Wall at SEO Book, he says that "Latent semantic indexing allows a search engine to determine what a page is about outside of specifically matching search query text."

To give you an example, after a search engine users queries "drunk driving lawyer," Google might reference indexed pages that are optimized for "DUI attorney". In essence, the queries are quite similar; however the semantics is slightly different.

SEO Copywriting with LSI in Mind

There are two way in which SEO copywriters can improve their content using the concepts of Latent Semantic Indexing: in the copy and in the anchor text

In-copy Keyword Variation

Keyword redundancy is typically a good thing when it comes to optimized web copy - to an extent. Sometimes repeating keywords too often can have a negative impact. Search engines are quick to spot spammy, keyword stuffed content, and often times they are quick to penalize sites with such horrendous copy.

Not only is overly keyword dense content risky for your rankings, but spammy copy is difficult and not very delightful to read. Choppy copy rarely converts visitors because visitors often bounce after struggling though the first couple sentences.

With Latent Semantic Indexing, SEO copywriters can still capture keyword relevancy without having to use the exact same words constantly throughout the copy. Rather, SEO copywriters can use synonyms and related keyword variations to mix things up a bit. For example, instead of using only the phrase "DUI attorney" throughout the copy, try using variations like:

  • DUI lawyer
  • DUI legal services
  • DUI law firm
  • drunk driving attorney

Most of these variations are common keyword queries used by the same audience searching for a "DUI attorney". So not only will mixing up your keywords help the readability of the copy, but also the rank-ability of the webpage. This is because the use of keyword variations (with respect to LSI) will help to make your pages more relevant on slightly similar, yet different search queries.

Anchor Text Variation

Similar to using keyword variations in the copy, SEO copywriters should employ the same tactics in the anchor text of their links. This includes both internal links as well as external links (backlinks).

Furthermore, SEO copywriters should keep the concepts of LSI in mind when using partial linking strategies (linking with only part of the whole keyword phrase.) This also helps to make a webpage more relevant on those close keyword variations.

Well there you have it - your SEO copywriter’s guide to improving content with respect to LSI.

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Tips for Creating an Internal Linking Strategy

Among the many aspects of organic SEO that often gets overlooked is the practice of internal linking. When executed correctly, internal linking can enhance the search rankings of a website as well as its usability.

In external linking to other sites, search engines like Google pass value, or keyword relevancy based on the words used in the links anchor text. Most organic SEO efforts are in this external form, where SEO's acquire backlinks from other websites that include keyword-specific anchor text for which the site has been optimized for.

Although external linking is a dominant factor in search engine rankings, contextual internal links can also contribute to improving a website's search rankings for targeted keyword phrases.

Logic and Context are Key

The content of your webpages offers a wealth of opportunities to pass along link weight to other pages of your site. The first step to establishing your internal linking strategy involves going through the various pages of your website to see where it is logical to build a few links to other relevant pages. It is important take this approach from the standpoint of a user, and not just a search engine spider.

When creating internal links, it is not only important to choose the right pages, but also where on the page you add the link. The most effective links are called contextual links, or links embedded in the copy of the content. Contextual links, both for internal and external link building strategies, are ideal because they are surrounded by related text - a concept that search engine spiders take into consideration.

Keyword-Focused Anchor Text

The anchor text you use when building internal links is also significant. Be sure to use targeted keywords in which you would like the destination page to rank for. You don't always have to use exact phrase matching of your primary keyword target of the destination page. In some cases, a partial linking strategy (where only some keywords are used in the anchor text) may be the best option.

As you are going through the internal linking process, make sure that the destination page includes the targeted keywords of the link (anchor text), both on-page and off-page. By this we mean it is important to have the targeted keywords in page title and meta tags (off-page), as well as in body copy of the page (on-page).

In essence, links are more effective if the words and phrases used in the link's anchor text also show up in the various areas of destination page. And to reinforce the importance of contextual links, the surrounding text of the internal link plays a role too. In some instances, you may want to edit the copy around your internal links to improve the search engine value.

The benefits of internal linking can be advantageous for user interaction as well. They can help funnel users to find the content that they are truly looking seeking on your website. For this reason, logical links that have relevant destinations and keyword-focused anchor text is thesis to a solid internal linking strategy.

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4 Recent Facebook Changes that Impact Brands

Social media marketing has introduced many opportunities in the way companies conduct business, with Facebook being one the biggest players in the social media arena. 

You can easily reach out to your potential customers and advertise your products to existing customers through your Facebook page. Lately, Facebook has introduced new changes that have made it easier for business owners and brand marketers to obtain maximum benefits from the Facebook platform. Below we highlight 4 recent Facebook changes that can heavily impact businesses and their social brand presence.

Expanded Profile Eye Candy

Facebook has allowed brands to change the appearance of their profile image, similar to the new Facebook Timeline format. Profile images for businesses are now much more prominent and clearly visible by those who visit a brand's page. 

For business storefronts, the cover image can display the building where it is located, which may help in directing customers to a store. This can be highly advantageous for small business in bustling metropolitan areas.

Alternatively, some businesses use this large banner space on their Facebook page for copy, such as a company's slogan or message to visitors. This can help to engrave those catchy phrases and jingles into the minds of the target market.

Some creative companies use this space to showcase products and services to entice visitors, or give newbie’s an idea of what the brand is all about. The trick is to get creative and use this vast profile image space to really highlight what the brand stands for.

Highlighted Posts

Facebook has changed the way business posts appear on individual user timelines. If a business uploads a video or link, followers will be able to view it without clicking into a new page.

Now, brands can highlight posts that are of the utmost importance for easy viewing access for visitors who land on the page. In essence, highlighted posts help businesses communicate their focal messages both faster and more efficiently.

Brand Milestones

Brands can now share company "milestones" with their Facebook followers. Facebook milestones are simply events or points in time that are significant to the brand or business, and now Facebook has made it easier for companies to update and thus notify followers of such events.

Once the marketer of business selects the milestone option from the brand's Facebook page, Facebook takes that individual through the entire process smoothly and without complications. From there, he or she can fill in the template that appears on the page, and upload any relevant photos to share with fans.

Facebook Offers

Businesses can now share special offers through their branded Facebook page. Facebook has introduced an option for "offers" where companies can send messages about new or currently available discounts, promotions, or seasonal sales. 

In essence, social media marketing has never been simpler. Savvy marketers make use of the newsfeed and inform followers on these available offers. This could quite possibly be the most cost-effective form for advertising and promotion for a small business.

Businesses and brands of all types need to take advantage of the new Facebook changes. Spend time on your business's Facebook page and ensure that your existing customers as well as potential customers learn about your brand and all it stands for. Get creative and exploit the benefits of these recent Facebook changes.

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How Personalized Search Engine Results Affect SEO

Google is becoming more intelligent in how it caters to SEOs into today’s more personalized search engine. Gone are the days of developing webpages with keyword-infused content, building a few inbound links, and calling it good.

Now, in addition to having a well optimized website, the content itself must be liked and appreciated to win the SEO game. Quality content that is socially shared via the Google +1 button will have great authority and seach engine prowess. Personalized search engine results are chaning the way of SEOs

In essence, the future of Google's search engine algorithm will weigh social authority more than link authority.

Rather than building a keyword optimized website and building links to that site, SEO's are more involved in building online brands. And "well-optimized brands" will funnel solid, market-relevant content through a number of channels, such as social media, email, articles and blog posts.

Creating top-notch content and strategically delivering that content will facilitate greater interest amongst the masses. It is already evident through "Search Plus Your World" that Google's results will display content that reflects the user's historical searching trends as well as content that is socially endorsed by friends and peers.

For instance, if you have read an article about the health benefits of red wine (and furthermore +1'ed that article,) Google will remember that you have interest in health as well as red wine. This will later influence your search results, as well as those of your friends when they go to search for something of similar nature.

Some SEO experts believe that the techniques of traditional search engine optimization are long gone. Although changes are taking place, is not particularly true.

Moving forward, SEO professionals should still be focusing on the indexing of a website as well as its organization and ability to be crawled by search engine spiders. The new challenge for SEOs it start thinking creatively and outside-the-box in how a brand can generate greater attention.

In short, SEOs will need to direct their attention toward returning visitors with respect to an individual's history with Google, rather than solely on new web traffic.

Content Relevancy & Freshness Wins

The content of your website needs to offer more than simply keyword relevancy. Your content must speak relevantly and personally to the target audience. Doing so requires creativity and dedication to end users, and focusing how your brand interacts.

Start thinking in terms of dominating your keyword category and begin building your overall online brand around that category. Content is still the main authority of SEO and will contribute to how well the site performs, however presentation is key.

Imagine the internal webpages of your site as the bolster of the category or keyword theme. Still optimized each page in a similar fashion as you would using traditional SEO techniques, but create content from the users perpective and what elements of the content would induce a +1 or further social sharing.

In addition to being relevant, keeping content fresh and updated is also a winning factor to the new face of SEO. This will contribute to content being crawled and indexed more frequently, which can correlate to greater search engine performance.

Fresh content can be achieved by contiuous updates and new posts (such as on a blog,) or integrating customer reviews on product pages for ecommerce. Once again, creativity must be exploited for each brand can take a unique approach to sustaining freshness and relevancy.

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