If you want to rank for a certain keyword, you write your content to rank for that keyword. If you know anything about writing content for a website or ranking that content for a website, then you know that the main or target keyword is an important piece of the puzzle. However, You might not know that Google spends a lot of time looking at the other words on your page. These words are often called LSI Keywords or Semantically Related Words which Google calls Latent Semantic Indexing Keywords.