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Housewives in the style of Tamara de Lempicka


Real Uses of Latent Semantic Indexing

LSI keywords are your secret weapons for article organization.

By Kristen Dahlin

3 min read

LSI keywords don’t catch much spotlight. If SEO content was reality TV, LSI would be billed as the “friend of” main and secondary keywords. You might pepper them in the background or occasionally mention them without thinking too much about it.

However, LSI can bring a lot more to the table. Intentionally using semantic keywords - especially in your H3s, will make your SEO content more readable for crawlers and audiences alike.

Here’s how to use LSI terms in H3s to organize and present information naturally:

Do: Use LSI to organize info about subtopics

Since reality TV is on my brain, I’ll use it as an example. Say I want to write an article about Denise Richards returning to the Real Housewives of Beverly Hills. If you know, you know.

My H1 is:
Denise Richards Returning to Real Housewives of Beverly Hills

My subtopics would be my H2s. One example for this pivotal piece of pop-culture history could be the backstory:

Why did Denise Richards leave RHOBH?

There’s lots of tea to dish here, and an opportunity to organize it all with LSI-rich H3s. Here’s how I streamline my dissertation on Denise Richards’ explosive exit from RHOBH.

Because three main cast members and the season 10 reunion taping all played a role in Denise Richards’ exit from the show, you better believe they’re semantically related to this topic. Each LSI gets its own H3:

  • <H2> Why did Denise Richards leave RHOBH?
    • <H3>Brandi Glanville Rumors
    • <H3>End of Friendship with Lisa Rinna
    • <H3> Standoff with Kyle Richards
    • <H3> Bravo, Bravo
    • <H3> RHOBH Season 10 Reunion

I can’t have a conversation about the exit without mentioning any of the above. So, I can’t write an article without them either.

Don't: Add your main keyword to your H3s

Continuing the example, I don’t need to keyword-stuff my main and secondary keywords alongside my LSI.

  • Why Did Denise Richards Leave RHOBH?
  • Denise Richards Leaves RHOBH Because of Brandi Glanville Rumors
  • End of Lisa Rinna Friendship Causes Denise Richards’ Departure from RHOBH
  • Denise Richards Leaves RHOBH Standoff with Kyle Richards
  • Denise Richards Departs After RHOBH Season 10 Reunion

The over-optimization makes for a terrible reading experience. Double yikes.

The main and secondary keywords in your H2s present more than enough clues about your topic. Using LSI in your H3s to organize information will provide the context that crawlers would expect in a quality article based on what they’ve already seen on the web.


  • Research a list of top LSI keywords relating to your H1
  • Organize your SEO outline with main keyword in H1, secondary keywords in H2s, and LSI in H3s.
Kristen Dahlin

About Kristen Dahlin

Kristen fell into content marketing between Disneyland gigs and Hawaiian weddings. With a few years of SEO-fueled freelance under her belt, she wandered into tech. That winding path eventually landed her as a founding team member of BRIL.LA.