When it comes to ranking on Google, it is no secret that appearing in search results comes down to content.
In recent years, the value of content and the surrounding context has been a great approach for both content marketing specialists and SEO strategists. However, as Heraclitus once said: "The only constant in life is change."
So while Google’s latest update continues to focus on the relevance of the content itself, it also focuses on the importance of context.
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The BERT update means "Transformer bidirectional encoder representations", which is quite biting. In summary, the BERT update is Google's first big step in applying contextual algorithms to a search query, in addition to the keywords and key phrases used in the search query.
If you consider the contextual words we use, such as “for,” “with,” or “for,” any of these words could change the context surrounding what we might be looking for in a search.
Another example would be a word like "style."
Depending on the central theme in your search (i.e. clothing, graphic design or even athletes), your results can vary greatly. Therefore, Google’s BERT update aims to make the context surrounding your search your primary focus. This change affects both the search engine and the content structure of your website.
When it comes to leveraging AI to provide more relevant search results, one of the underlying drivers could be the increase in voice search.
Beyond the use of digital assistants for the home, the use of voice to search our mobile devices is increasingly adopted. However, we search differently using voice search technology (usually) than when we type our search.
Therefore, AI is being used to better understand the context of search queries.
When writing a search, you can type something like "cycling in Los Angeles", but with voice search you can ask: "Where are the best places to ride a bike in Los Angeles?"
As a search engine, you may want to say the same with these two searches, but the Google BERT update not only analyzes keywords, such as "Los Angeles" and "bicycle," but also contextual keywords before and after the main keywords. to give you more accurate results.
“These improvements are aimed at improving language comprehension, particularly for more natural language / conversation queries, since BERT can help Search better understand the nuance and context of words in searches and better match those queries with Useful results
Particularly for longer and more conversational queries, or searches in which prepositions such as "for" and "for" are very important for the meaning, the search may understand the context of the words in your query. You can search in a way that seems natural to you. "
At this point, Google has reported that, in its current form, the BERT update will affect approximately 1 in 10 Google searches.
Therefore, your best course of action is to monitor your site's traffic in the coming weeks to see if you notice any fluctuations. If you see a gradual increase in traffic (not attributed to any marketing campaign), then BERT may be working in your favor.
If the reverse is true (lower site traffic), then BERT may be affecting your ranking. There have been no reports of wild fluctuations (in general), but we will keep our eyes glued as this update matures.
This latest update may make you wonder: "How do I optimize my content for BERT?"
However, according to Google, this is not the approach you should consider when it comes to your SEO on the site. In other words, there are no strict rules that make your content "optimized BERT."
Instead, the general approach is to make sure that you are optimizing your content for people instead of the algorithm. The more natural and conversational language will have a greater impact than an updated set of alt tags.
Search algorithm expert Dawn Anderson said the following about the update:
“BERT and his family improve the state of the art in 11 natural language processing tasks. Even surpassing human understanding since linguists will argue for hours about the part of speech that is a single word.
But what if the focus of a page is very weak? Even humans are sometimes like "what's your point?" When we hear something.
And pronouns have been very problematic historically, but BERT helps a lot with this. The context improves due to the bidirectional nature of BERT.
There will still be a lot of work to do, since we must emphasize the importance, use clear structures, help convert unstructured data into semi-structured data, use signals on light content pages (eg, e-commerce pages with a lot of image content but not text) using things like internal links. "
At the end of the day, this update may be the beginning of bigger and shocking updates to come.
Therefore, do not intervene and start renewing your content with long-tail conversation keywords yet. Just know that the main focus of this update is to provide more valuable search results, so a context-rich content conversational approach is a safe bet with or without BERT.
As the ways in which we seek information continue to evolve, the main tool we use to search (Google) will also evolve.
Since Google’s goal of providing valuable search results is the number one approach, businesses of all sizes should take note and ensure that the information they provide continues to provide experience, authority and reliability in projects.
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