So, when it comes to Google search, there's some key powerful concepts we're going to need to understand. And if we do, they're really, really going to impact our local SEO in a powerful way. So the first thing we need to think about is the Google algorithm that Google algorithm is a mystery. We need to understand this right from the beginning. It is a complete mystery to anyone outside of Google. And I think it's a complete mystery to many people inside of Google, because there's a lot of machine learning that goes on now.

So the algorithm is actually starting to teach itself. So it's really, really powerful. What we need to understand is that we need to measure it by correlation, not causation. So what do I mean by that? We need to be able to say we did this activity over here and that correlates with this outcome. We can't say we did this and it caused that because the Google algorithm is so complex, that we can't necessarily see which factors are impacting us.

But what we can do is frequent correlation if we do the right types of activities that have correlated with certain success in the past, and we use tools that take that correlation and deepen it, we can get really strong result. But it's really important to understand that we're sort of, we're behind this wall. And we're doing stuff on one side, but we can't see the machine. And then the products coming out the other end. Although people will claim they understand the Google algorithm, you only people actually do a Google, but we can take some very intelligent educated guesses, use them and watch the results and get something back. The other thing we need to understand is semantic search.

Now what semantic search is, essentially, is the type of search that Google uses. Now most search engines are quite basic. They will take if you search for big red car, they will show you a blog with big red cup. Google's algorithm is a little bit different. If you search For big red car, they will show you a blog saying red sports car or Italian sports car, they will try and interpret the sense the meaning of the search the desired outcome of the search. Very, very intelligent search that Google's got.

And that's going to impact us in a big way when it comes to keyword research. Because in the past, people would embed the same keyword multiple times on the pages and rank for that keyword that no longer works. In fact, if Google see that they're going to penalize that we will show you later on in the course how to manage that and how to do that correctly. So you don't get penalized and actually get a strong benefit from semantic search. But the key thing we have to understand in all of this is that Google can sense the meaning of a search query and return a result based on that. So a good example of this might be someone searches, places I can order a pizza from, and what Google will do will Search for pizza delivery, it will understand the context and the meaning of the search and actually match that against the company that is competing for the term pizza company.

As we go through this will become a lot clearer. So don't worry if it doesn't sound too clear right now it's a little bit confusing. But semantic search is all about meaning.