Brad Post: Welcome back to this edition of Create the Movement podcast. Josh Rich joins us. Josh Rich: Hello everyone. BP: How are you? JR: Doing good Brad. How are you? BP: Good. Josh is our Online Marketing Specialist, and has been on several podcasts with us. JR: Talking about when to trust Google, and when to not trust Google. It’s a pretty interesting topic in the SEO-world, whenever Google puts out a public statement – what to with that? BP: Got it JR: These public statements come in lots of different forms. Sometimes it will be like a ‘Help’ document. They put one out a couple of weeks ago to just clarify on like what a bounce rate is. Or, what an impression is. Or, just different things like that. And so, obviously it’s very handy to have this official definition according to Google, so that way, you know what you’re doing. But other times, it’ll come, you know, like in some sort of like an interview, or like an SEO-roundtable discussion with other people. And it will, just kind of like, not necessarily be this planned thing, but something where they’re like, I don’t want to say it slips out by accident. But they’ll just kind of, like allude to something and everyone freaks out, “Oh, my gosh! They finally said this, or that!”  Obliviously, other times, it’ll be like in that vein. When it’s like this really big long process, and they like, know what they’re doing. And it’s very organized, sometimes it is at least. So, but either way, whatever form it comes in there’s always a lot of discussion whether it’s valid or not. For example, something that recently happened is that they basically said, and I forget who said it or how they said it, but someone from Google said that whatever kind of 3.0-blank re-direct you do, whether it’s 3.01, 3.02, 3.07 or whatever, it all passes page rank. So, we were like, “Oh, that’s kind of cool.” But the funny thing is, anytime Google says something like that, people immediately start doing experiments. And so people start testing that. And they basically found that 3.01s pass page rank way, way better than anything else. So, it’s kind of this little bit of confusion. Like, when you say it passes page rank, do you mean it passes page rank equally, or is there some sort of scale of how well it passes it? Or, are there other ranking factors we don’t know about? So, there’s always this kind of weird confusion in a lot of the discussion that spawns after Google puts out these statements. So, what we do, is we have 4-step system here whenever something like that happens to kind of check them and see if they’re really telling the truth. Or, if they’re lying, or if they don’t know what they’re talking about, or what happened. Look At the Data It’s like I said, anytime that Google puts out a public statement, that is half-way controversial or revolutionary, someone, somewhere will do an experiment to test to see if it’s true. And so, BP: Usually multiple places. JR: Multiple places. Yeah. People like MOZ does a lot. SEMrush. And then like everyone, all the big boys will do something, typically, to test how well that’s working. Like I said, in the case of 3.01 redirect, that was proven false. That’s happened multiple times. So, like I said, the first step: look at the data, look around, see if someone does an experiment, and then base your plan of action off that data. Remember Google Is A Massive Company With A Massive Algorithm. Second thing to remember is that Google is a massive company with a massive algorithm. And so, a lot of times, especially if it is someone that’s just doing an interview, or like a podcast, or like a roundtable discussion, they might get asked a question that they’re not necessarily qualified to answer. And so, they’ll just kind of say something, “Oh yeah, this is what it is.” It might be someone in like search quality department is answering a question about AdWords, or something like that. So, they don’t really know what they’re talking about, but they jus...