Search engines rely on LSI to determine the true meaning of words that have more than one meaning. Absence or presence of LSI words is used to determine the quality of content posted on a website. The new Google algorithm is able to detect and interpret the meanings of different synonyms of each keyword. For example “audi” may mean “car” which means “vehicle” which means “transport”. So there is no need to keep repeating the same keywords over and over again which may run the risk of penalties – says Singapore’s leading SEO company: MediaOne.