Avoiding “Unhappy Keywords” to Score SEO Wins

Today’s Google doesn’t care about how many keywords you can cram into your page.

If your titles, descriptions, headlines and so forth match the keyword you’re gunning after, yet you still can’t score any meaningful SERP movements, using this “out-of-the-box” approach will dramatically enhance your understanding of how Google indexes today’s Web and yield the ranking wins your after.


It starts with latent semantic indexing. It’s a fancy way of defining the relationship between words and synonyms, and how synonyms for a given word are “closely related”.

For our purposes — and that of Google’s — it means latent semantic indexing allows search engines to make sense of what a page is about.

RE: They help Google understand what your page is all about.

For example, let’s say we run a search for “nirvana”.

How can Google know whether you’re searching for:

  • The American rock band formed by Kurt Cobain (band);
  • The definition of imperturbable stillness of mind (religious concept);
  • The USS Nirvana, a United States Navy patrol vessel in commission in 1917 and from 1918 to 1919 (ship);
  • The 1997 Italian science fiction movie (movie);
  • etc.

The answer? Latent semantic indexing keywords. But I much prefer to call them “Happy Keywords” since they literally make Google happy.

When Google sees a page like this:

…it knows the page is about the rock band.

But when Google sees a page like this:

…they know the page is about the Buddhist definition of an imperturbable stillness of mind.

See the pattern?

The best part is that Google purpose is to archive the Web this way. And you stand to gain tremendously by aligning your SEO strategy with Google’s purpose.

So how can you add more “happy keywords” to your content?

Believe it or not, the answer is right there in front of you.

Let’s say I needed to gain traction for the keyword “laptop repair”:

Notice how Google highlights related (read: happy) keywords?

Google bolds those words because it considers them directly related to the original query. It’s latently semantic.

All you want to do is scatter these related keywords into your content so as to appropriately position yourself, but also take advantage of higher search engine page results.

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