Any company with an online blog understands the importance of keywords for SEO. However, the main keywords that you choose to optimize your content with are not the only words that Google keeps track of.
Google has made it their mission to better understand search queries as well as user intent in order to create a more sophisticated and useful search engine. It has done this through various updates to its algorithm. This is why they are focusing on semantic search and why you should be using Latent Semantic Indexing (LSI) keywords to support your main keywords in your content.
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