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While writing content on a specific topic, you should use all the variations of the same specific word. Finding and correlating the different variations of a specific word along with the synonymous of the same word is the underlying concept of LSI.
If you have an account in google webmaster tools for your website, you can see the list of words and their variations are mentioned. If you are writing something on a specific topic suppose "Web Designing" the words like "website designing", "web design" and website design will occur naturally in the writing (If you are not strictly stuck with web designing), that is what google want to show. The real and natural results and not something fabricated.
Regards
Amjad Khan
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