Parallel SEO occurs when content is created bi-laterally with LSI correlated terms, resulting in the ability to rank for 2 keywords with 1 keyword.
Let’s take a look at the definition.
The quote above looks a bit complicated at first glance, so let’s break it down. “Parallel SEO occurs when content is created bi-laterally with LSI correlated terms.” Parallel SEO occurs? So you can’t do Parallel SEO? Well, Parallel SEO is the result of “creating content bi-laterally, with LSI correlated terms,” that means that Parallel SEO is a result of that action.
But what does “bi-lateral content”, and “LSI correlated terms” mean? In the image above, bi-lateral content is represented. Bi-lateral content involves creating content of similar significance to two similar niches on a domain. For example a site that focuses on Business, and Economics but equally. On bi-lateral domains, the niches are held in equal regard and generally an equal amount of traffic is generated from each.
Latent Semantic Indexing (LSI).
“LSI Correlated terms,” is a Machine Learning thing. Since RankBrain‘s addition to the SEO world, Latent Semantic Indexing (LSI) has come to life. LSI is a way of machines from learning human language, from pseudonyms, to double entendres, to understanding that we mean food when we say “let’s go for Chinese.”
LSI is used by Google’s Results Algorithm to correlate terms, that’s how we get search suggestions like “Did you mean: ___”, because Google thinks you’ve made an accidental error. However its also used in the display of results. So when you say “Best SEO Agency,” Google will understand that “Good SEO Agency,” “Great SEO Agency,” and “Excellent SEO Agency,” are also applicable LSI keywords. Therefore any content ranking for “great,” can also rank under “best” queries.
So how does that concept apply to a domain?
Well, it’s possible to double the keywords you rank for, by carefully picking LSI based keywords. Do them right, and you’ll wind up doing Parallel SEO, where you rank for exactly two keywords per keyword.
Business and Economics, in the very general sense are LSI related. Google will sometimes interchange results for these broad areas of interest when the search queries are quite short-tail.
The more niche a search becomes, the less LSI relevance there is and the more difficulty you’ll have in successfully pulling off Parallel SEO. Let’s work an example: A user google’s “dog shelters Madrid.” You have a domain about Dogs & Puppies in which you equally distribute your traffic. In an article about “puppy shelters in Madrid” you mention dogs a few time as a peripheral keyword due to the competitiveness, but you’re really working on “puppy shelter,” and “Madrid.”
Google recognises the relationship between “Dogs” & “Puppies” and will begin testing it by swapping some results for LSI keywords. Now, the user has just Googled “Dog,” “shelters,” “Madrid.” You have 2/3 of those keywords, but you’re missing dog. It’s a super tough keyword to enter so there’s no way you can brute force your way in, right?
Because Google is testing with the LSI relationships, it will often include your “puppy” results in a “dogs” search in order to see if people are interested in it. If people still click on your link, and stay on your site, you become a valid response for that query. Voila, Google recognises that your particular article is capable of ranking for “Dog shelters in Madrid,” and you will continue to rank for it, as well as ranking for content based on “puppy shelters in Madrid.” Perfectly executed Parallel SEO.
This is a form of Technical SEO, so don’t feel bad if you don’t get it on your first shot. It becomes easier over time as you begin to recognise trends and can write in a more effective way for your particular niche. That of course, takes time and practice in regard to something as specific as Parallel SEO.
How do you do it? – in Steps.
1. Identify your targeted keyword.
Figure out what you’re trying to nail. Whether it be peripheral keywords in order to get to a larger, more competitive one, or aggressively pushing for the competitive keyword, make sure you have a strategy in place. Once you know in which direction you’re headed, do a bit of research on associated, or similar keywords to your targeted keyword. We’ll be making sure to include that in the article.
2. Research LSI keywords.
Google’s assumption of LSI relationships are different from every single AI algorithm out there. The reason for this is Machine Learning takes a different path for each machine, as it’s exposed to different types of content and different volumes. Therefore no online registry will give you the exact relationship between words, but between logic, and the tools that do exist, you can make some pretty educated guesses.
Head on over to LSI Keywords and plugin your short list of keywords (maximum 10), and hit “Generate.” What you’ll receive is a list of keywords that have a “strength” in regard to your keywords.
Here’s a quick screenshot of some of our important keywords!
3. Pick LSI keywords that compliment your targeted keywords.
So now you’ve got two lists, your standard targeted keywords, and your alternative LSI keywords. The best way to go about making sure you mix them well enough to accomplish Parallel SEO, is using one solely in the Title, and one solely in the text and <h1> tags. The URL slug can also be optimised for the keyword with greater search volume.
For example, SEOSPIDRE have picked Copywriting as a general targeted keyword. Highly competitive, and difficult to enter, so we’re going to pick some of the peripheral LSI keywords to help us with that. To go with it, we’ll also be targeting “jobs,” “course,” and “examples.” That way in the event that Google substitutes a few LSI phrases into normal “copywriting” searches, we might stand a higher chance of being swapped in.
4. Your article structure
Make sure you include your main keyword in your <title>. Include your LSI keywords in the first 100 words of on-page text. This is called the 2×100 rule, which you can read more about here.
Additionally you can include the LSI keywords in the URL slug. So your title might be: “10 Popular Dog Houses In Madrid,” your URL slug might be: “https://seospidre.com/blog/best-shelters-for-puppies-in-madrid” and the first 2×100 might include, “puppies,” “dogs,” “houses,” “shelters,” “protection,” “popular,” “safe.”
That way you’re at least a competitor, if not a strong competitor for the main keyword you’re trying to approach, by being a perfect substitute in the Google algorithm. This also applies to Image SEO (ISEO), which can make your visual blog or images stand out in the results page.