SEO and LSI copywriting: features, differences and instructions for creating TOR for an LSI article

The term SEO copywriting, as well as the concept itself, as well as the need for writing such texts, is becoming a thing of the past. Instead, LSI copywriting is increasingly in demand.

SEO copywriting or writing is writing informational texts for websites that would be interesting to readers and meet the requirements of search engines.

LSI copywriting (latent semantic indexing) is a text writing technique that combines user expectations with search engine expectations. When creating them, they are widely used:

The difference between LSI copywriting and SEO copywriting

In SEO copywriting, keywords come first, which can be selected using special services or received as one of the items in the TOR from an SEO specialist. Unlike SEO copywriting, LSI copywriting aims to satisfy the highest expectations of the reader. There is more relevant semantic variation. What does it mean? For example, a potential buyer enters the query “buy red boots”, so in the search results he should receive a text that describes red boots, and the possibility of buying this product is also necessarily provided.

As for the density of keywords, search engine promotion specialists are now trying not to use this term even when drawing up technical specifications for a copywriter. Instead, the concept of relevance to the context comes to the fore, that is, the presence in the finished text of the necessary additional set of words on the subject, which are also used by users when searching for information on the Internet.

The placement of keywords has also changed. Previously, the presence of keywords in the main heading, in the first subheading, at the beginning of the text, and so on, was of great importance. In LSI copywriting, there is no such concentration on a clear location of keys. First of all, the reliability of the information offered to the potential user, its uniqueness and completeness are important.

To determine the added value of the text at the stage of its creation, it is necessary to study the TOP 10 similar articles on competing sites offered by the Google or Yandex search engine on the topic of interest before starting work on the content. Based on them, it will be easier to draw up a rough plan. You will need to work on the topic so that your article is the most complete, meeting all user requests. Particular attention should be paid to the heading, subheadings, as well as additional information: tables, graphs, pictures, lists, infographics, etc.

Types of occurrences are also taken into account when writing quality content. But search engines are already using algorithms to track the overuse of exact and dilute keyword occurrences. This led to the fact that those sites that are excessively saturated with keywords fell under the filters or dropped out of the search. That is why in LSI copywriting preference is given to the use of synonyms.

As for the points of failure, this indicator is monitored by an SEO specialist through the webmaster’s panels or analytics systems. What does this concept imply? If a user of the Yandex search engine is on the site for less than 15 seconds (for Google, viewing only one page), the system regards this as the irrelevance of the text to the request or its uselessness. If the bounce rate is too high, the content is considered not to meet the user’s expectations and the page is lowered in the search results. In this case, it is necessary to work out the entire page, including the content component and usability.

Types of LSI keys

There are three main types of keys for LSI articles:

Signs of quality text for search engines

Now voluminous texts are just as popular as short ones. The length of the article for displaying the page on the top lines of the PS is determined as follows: we calculate the arithmetic mean based on the texts that make up the TOP-10 in the search engine results on the topic of interest.

Other important features of good text, according to search engines, are:

Meta tags for pages on the site

While SEO texts are slowly becoming a thing of the past, having them on your site can help improve your search rankings. At the same time, it is important not only to write the text itself well, but also to work out the meta tags correctly. The following rules apply to them:

All these points can be prescribed by both an SEO specialist and the author of the article, if he is familiar with the basics of website promotion. This should be done based on the study of the pages of competitors. There is no need to highlight keywords in any way. This is even harmful, as it can lead to falling under the filters of search engines. At the same time, the use of means for highlighting in the text is not prohibited. It’s just better to italicize or bold some terms or important thoughts, rather than individual keywords and phrases.

Approximate instructions for creating a TOR for writing an LSI text for a website

Using an example, let’s consider what the “ideal” terms of reference should be for writing an LSI text for a website. Its purpose is to ensure that the author, starting to write the text, does not spend additional time working with services to search for keywords and thematic words, as well as determining the framework that will help bring the page to the TOP of search engines. The determination of important parameters is usually done by an SEO specialist responsible for website promotion. To do this, he does:

Based on the information worked out, a TOR for the author is compiled. Some SEO-specialists do not specify any frames and keywords, preferring to receive expert material, which is subsequently “sharpened” for the requirements of search engines. Others, on the contrary, prefer to immediately voice all the requirements for the text in order to minimize the number of improvements.

Checking the text before delivery to the customer or placement on the site

A feature of LSI copywriting can also be called the fact that the process of creating texts according to this principle is almost continuous. 2-3 months after the publication of content on the site, it is necessary to analyze the issuance of the site for queries that bring users to the page. This will provide additional keywords and ideas for improving the article. Such upgrades are recommended to be done every six months or more often.