Latent semantic indexing (LSI) and its impact on copywriting

Abstract

Latent semantic indexing (LSI) is becoming more and more popular in copywriting, gradually replacing texts written on the principles of SEO. LSI was called in the 2010s, when popular search engines switched to a qualitatively new way of ranking materials and sites. The difference between SEO and LSI ways of creation lies in the fact that search engines rank SEO materials by keywords, while LSI are ranked how fully the topic is covered and how useful the article will be to the reader. Consequently, in addition to keywords and phrases, the associative core is involved here. Materials written for people have replaced the texts created for the search engine. The article describes the algorithm for creation of the associative and thematic core, the ways in which this can be done. The basic steps helping to create an LSI text are also shown.The author underlines that due to the specificity of the presentation of a significant amount of information and the maximum expertise in the disclosure of the topic, text writers accustomed to working on the principles of SEO have to learn to write within a new paradigm. The owners of the websites that host articles created by LSI principles have discovered the advantages of this way of presenting information, since their resources have become better indexed and take the leading positions in search results. Such algorithms as “Baden-Baden”, “Korolev” and “Panda” have positively influenced the Internet environment as a whole, since re-optimized texts, which were filled with keys and were of little use to the reader, now have turned out to be on the last positions of issue. The new method of ranking according to the LSI method allows specialists to create the texts that are not only useful and expert but also differ in lexical richness, using expressive and figurative means of the language, which could not be assumed in SEO materials.It is highlighted in the article the use of neural networks should bring the way of presenting information to the consumer’s needs even more, inventing techniques that will allow leading materials created in an ordinary language to lead the positions without the need to incorporate key phrases into the text. We believe that the LSI-method, which has perfectly manifested itself in copywriting, is capable of unlocking the potential of the media texts, which are now being written on the principles of SEO.