You probably know that the modern Google algorithm will punish you for keyword stuffing, and if you don’t, it shouldn’t come as any surprise. Google has always championed the reader and that’s why we prefer it to lesser search engines.
In fact, the history of search has been for human and machine choices to get ever closer with fewer dirty tricks, or black hat techniques driving things (see blog) .
Nowadays, Google spiders are seeking out contextual meaning and being increasingly clever about testing to see if you’re still on topic. This is why the USP or unique selling proposition is still so important: It keeps you on topic, because even if you don’t think you’re selling anything, (and you probably are), you still need a unique story proposition to keep it focused.
It’s worth understanding how Google tests for on-topicness. Even if you’re not a very geeky person, it will allow you to write longer without being penalised for repetition or not meeting the search queries well.
What is LSI?
The testing unit for on-topicness or coherence in Google’s algorithm is a widget called Latent Semantic Index or LSI. Effectively it’s the way a machine or spider can read between the lines of a bunch of text, and see text more like a human being does.