So let's just start understanding the concept of keywords. What a keyword is, is a single word or a phrase that Google recognizes in relation to a search, because that's a key word. Now semantic search means that Google can recognize the intent of a search. And if they find keywords on your page that match the intent of the search, they will return that. So they won't just return a search result. That is a big red racing car.

So if someone searches Big Red racing car, in the past, it would be let's find websites that have the keyword Big Red racing car in it. Now, it would Big Red racing car, it would bring back results saying red sports car, it would understand the intent of what someone is actually looking For, but we still have to make sure that we understand how to use keywords effectively. So, single keywords are essentially one key words or one word. So, car is one longtail keyword is maybe two, or three, or even four or five, six words in a sentence that some are searching for. And Google look at the intent in that and try and match up to the most relevant result. Now, what we have to remember is that when we're trying to compete on a single keyword basis, that is very, very competitive, it's very difficult to do.

So if we can compete for longtail keywords. We're probably going to compete better so let me give you an example. electrician Peterborough. So electrician is your keyword. Peterborough is the local search definer when you put that into Google search, electrician is gonna be quite competitive. But if you say Emergency Electrician, and that is going to be a little bit different, if you say master electrician, they're going to be less competitive.

So you have much more likeliness that you're actually going to rise up in search for those keywords. Now, when we do international search, we can do really long tail keywords and we could say, emergency master electrician. And if someone searches for that, and we might stop hearing. with local search, you don't get the same amount of people searching so you have to understand that longtail keywords in local search aren't as valuable as they are in an international search. So we want to try and compete for single or jewel keyword combinations. Ideally, when we're trying to figure this out with local keyword strategies.

Now, we're going to use Keyword Planner, when we're doing that, and that's going to help us to Identify the keywords and the keywords that we need to use. And when I say keyword I mean single keywords multiple. When we want to figure out what words are actually going to work, we're going to need to use Keyword Planner. Now, a lot of people will recommend lots of fancy tools, but all these tools essentially tap into keyword planner or Google search. I always think just go straight to the horse's mouth. use Google's tool and that's going to give us the tips we need the hints we need to picking the right keywords.