Copywriting for accountants – what is LSI?

Financial copywriter at his desk

When you start to think about getting some copywriting for your accountants practice you may well come across the phrase ‘LSI’ and wonder what on earth it is.

Well wonder no more. This post will tell what it is and how to get it.

Latent Semantic Indexing – LSI

OK so let’s take a walk back in time to the dawn of the internet.

If you wanted to know something about paperclips then you’d probably type into Ask Jeeves and you’d get presented with a series of results based purely on the amount of times the pages mentioned ‘paperclip’ in their text.

The problem with this is that people can game the system and so by simply using the word paperclips a gazillion times on their pages they can rank highly.

This is where things get interesting

Fast forward a few years and Google decides to stop people playing the search engines and start presenting results based, in part, on LSI.

Cut to the chase – what is LSI?

So LSI means all the words that are likely to exist around the word or phrase you are looking for in normal speech.

So for example, let’s imagine you are looking for information about paperclips.

Take two sites, one is a Will making site and one is a Paperclip supplier site.

The Will making site may have a phrase “don’t paperclip things to your original Will because they may go missing”.

Whilst the paperclip site may have a phrase “Paperclips are usually made from mild steel and plastic and are often sold in paper or carboard boxes.”

So the LSI for paperclips would be words like ‘Steel’, Plastic, ‘Cardboard’, ‘Paper’.

You wouldn’t expect these words to turn up on the Will making site.

But if you were looking for Wills then you’d expect things like ‘Testament’, ‘original’,’document’ etc.

So Google knows that one site is about paperclips because it says paperclips and because it has the words around it that make it more likely.

So how do you find your own LSI keywords?

One of the easiest ways to discover what your LSIs are is to do a Google search on your keywords.

Then just scan down the results and make a note of the words that keep appearing in the little snippets of the site.

Assess each word or phrase for whether you would naturally expect it to turn up next to your keywords.


You have a list of LSI keywords.

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Why there’s no shortcut to ranking highly on search engines

Why there's no shortcut to ranking highly on search engines

Anyone who has been in business for any length of time will have seen tons of ads promising an easy way to rank highly on Google.

They promise that you’ll be getting a top three position on all the major search engines and all for the bargain price of £2.50.

Sounds great eh?

The problem is that it’s nonsense because the only way they can produce content for that price is to automate and they do that by scraping, spinning and automating the writing of content.

And that’s fine if you genuinely think that you are the only person doing it. But obviously you aren’t .

And Google can instantly spot when people are doing this and not only does it not increase your ranking it actively hurts it because Google penalises it.

Don’t believe me?

Check out this video from the excellent Neil Patel who owns Ubersuggest.

Ubersuggest is one of the tools I use the most to investigate clients’ keywords and I like the stuff that Patel produces because it’s always pretty real-world.

Anyway enjoy the video and if you want to find out more about Ubersuggest then check it out here

Or alternatively, if you can’t be bothered then call me and I’ll sort out your content for you!

Here’s the vid

Content – why you need to be doing seasonal posts

Seasonal content makes a real difference for SMEs

Seasonal posts are a funny thing, they won’t get you hits for most of the year but at one particular point, they will suddenly become massively popular.

For example, in the UK individuals have to submit a tax return by the 31st January every year. So a series of posts that centre around giving people help and advice about their tax return will be amazingly popular in January but get no hits the rest of the year.

So why should you do a seasonal post if it’s pointless for 11/12ths of the time?

Well, it’s all about establishing your credentials as a subject matter expert with Google.

It takes quite a while to do this and frankly, posting six articles on the 1st of January about tax isn’t going to get you what you need.

What Google looks for is someone who has consistently posted about a subject, over a period of time and has relevant and updated posts about that particular subject.

So my suggestion would be to plan out a set of posts, one a month around your chosen subject leading up to whatever your event might be.

Whilst you won’t get many hits about ‘Great Xmas decoration styles’ in July, don’t worry. Google is storing this away for future use.

So come December Google looks at people who have posted 12 times in the last month and weighs them up against someone who has just posted a bunch of articles about the same thing and then goes for the former because they are consistent.

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Don’t forget to update

This process might work for year one and maybe the year after but Google also looks for recent content.

If we take my earlier example of the accountant posting about tax, the information becomes less relevant as time goes on because tax rates and rules change.

So my suggestion is that you revisit your best performing posts relatively regularly to keep them fresh and up to date.

Google loves this and it will make sure that your posts keep their position.

How I can help

Now look Iknow it’s difficult planning, posting and updating because there is always something more pressing to do and something that will actually bring in cash now.

But we both know that these are investments against future business and the smartest operators know that investing in marketing is of paramount importance when you are busy because when you are quiet it is too late.

So how can I help?

Well, I can help you to plan your content.

I can write your content

And I can programme in a series of updates that will keep your posts fresh and relevant

All of this whilst you are busy doing the real work of looking after your customers.

You’d be mad not to give me a shout!

The secret to getting people to read your SME content

Yellow tomato - original copywriting for your small business

What’s the point of writing a great blog post if nobody reads it?

None right?

So you need to get people along to read your content otherwise your website is just so much dead air but how do you get people to click through?

What would you say if I told you I had the secret?

You’d want to know it right?

Of course you would because we love secrets.

If you don’t believe me then why not check out this excellent TED talk series on The Secrets to Understanding Life

Of course we all want to know the secret to understanding life but would we be more or less likely to click on that link if it was titled as ‘a series of talks on personal management’?

Probably not.

As a bit of a test I challenge you to simply type the words ‘ the secret to’ into google and get past page 2 without finding something really interesting to read.

So the secret to getting clicks on your content is…

Have a banging title.

Face it, nowadays most people don’t read past the title and many search engines and agregators only show you the title anyway.

So having a Secret in your title is a great way to intrigue people and hook them into your subject.

The ‘how to write a great secret title’ bit

It’ not enough to just use the ‘secret’ word in your title though. you need to lead people to what the secret is about.

So you need to have a teaser to the content in the title.

‘check out this little known secret to great margaritas’

Or combine it with a listicle (you do know about listicles right?)

”6 secrets to having great hair’

or if you want to get all clickbaity ‘ 21 secret illnesses celebrities have (you won’t believe number 9)’

Still don’t believe that a secret can get more posts to your SEO blog content?

Well you clicked on this article didn’t you?

This post is part of a series of ways to increase clicks on your blogs so check out some of the other posts for more info.

And if writing all this stuff up seems like a bit of a distraction from our day job then whynot contact me and let’s see if I can help you