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If your intention is to market a business on the internet, it is imperative that you make a genuine effort in learning the basics of search engine optimization. In the past, if your website was lacking in the SEO, or search engine optimization department, you could turn to an expensive SEO or Search Engine Marketing (SEM) firm to do the job for you, however these days the search engines are outsmarting many SEO and SEM firms when it comes to working to get a high ranking. A search engine optimization firm may charge between $500 and $2000 dollars, however much of their technology is quickly becoming outdated, and it would be much easier for you to optimize your business website on your own.

There really is a hidden science to the art of Search Engine Optimization, because it is actually based on pure speculation, because nobody knows what Google, Yahoo! or Ask.com are truly looking for when it comes to ranking your business website in their search results. The world of search engine optimization is constantly changing as industry experts decode potential factors contributing to the page rank of websites within these search engine results. Three years ago, for example, the most we knew about search engine optimization was that important keywords should appear in the title, first header and in every paragraph of text on the website in order to improve the page rank for that individual keyword.

Most search engines currently seem to favor websites which use their keywords effectively in the text, and many business websites which were previously stuffed with keyword strings are being wiped away from search engines to make room for websites with effective content usage. What has sprung from this need to create effective website content is a strategy called LSI, or Latent Semantic Indexing. This strategy is also commonly known as Latent Semantic Analysis and involves processing website content in order to determine what the website is actually about. Latent Semantic Indexing or LSI eliminates the usefulness of keyword stuffing on websites where no useful content is actually present. By analyzing the website content for keywords and synonyms for keywords, search engines are able to weed out the websites which have nothing to do with the keywords that they utilize.

Latent Semantic Indexing is not new technology, but it is quickly becoming a stronger and more popular form of technology for search engines that are looking to wipe away junk websites. Keyword stuffing will no longer help websites improve their page rank, and the only way to work with LSI is to fill your business web site with relevant content in order to give your site a chance to soar in the search engines, gaining rank in relevant search results as irrelevant websites are wiped from the pages.

Using Google as an example, if you want the spiders and robots that visit your website to believe that your website is an authority on a specific subject, then you absolutely must utilize all of the keywords that Google believes to be necessary for an authority website. If Google does not believe that your site is an expert on whatever subject the keywords reflect, then your website will not be deemed relevant for that search, and you can very quickly lose your ranking this way. Google retains a specific set of keywords for a subject, and must be able to locate these keywords on your website in order to view it as an authority on whatever subject.

The only way to get the most out of search engines and page ranking now that Latent Semantic Indexing is becoming a popular trend in the world of search engine optimization is to provide your website with quality web content and articles which relate directly to the theme of your website in as many ways as possible. You cannot simply choose a small handful of keywords to optimize because Google and other search engines are looking for specific keywords that you absolutely must deliver in order to be considered relevant for search engine ranking.

Search engine optimization is constantly growing and changing as an industry, because search engines never settle on the same algorithms for long. If you want to stay in the game and succeed at obtaining a high page ranking for your website’s niche, utilizing the ideals behind latent semantic indexing is absolutely necessary.

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Mary Murtha

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