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Google BERT Update: The Basics - In: Search Engine Optimization

In : Search Engine Optimization Comments : 0 Author : Sam Barraza Date : 04 Dec 2019
Search Results From Search Engine Query, Searching The Internet

It is impossible to tell the history of Google without mentioning the numerous algorithm updates it has introduced over the years. Google started introducing more updates as they continue to enhance how their platform processes search results. Web marketers and search engine optimization (SEO) specialists follow and monitor all updates such as Panda, Hummingbird, Penguin, and RankBrain. This is because changes implemented by Google can greatly affect a website’s ranking and performance.

Just recently, Google rolled out another change, the BERT update. With claims that the new update will affect 10 percent of all search queries, taking time to understand it should be part of crafting an online marketing strategy. The following briefly explains what this new change is about:

What you need to know about the Google Bert Update

Google is not the most popular search engine in the world for nothing. The giant company keeps on finding ways to further improve its systems and technology. Last October 2019, Google announced the BERT update, which is the acronym for Bidirectional Encoder Representations from Transformers. The term may appear intimidating. However, it simply represents a technology that will allow the machines to better understand the search intent of users when they type in search queries.

Through its natural language processing (NLP) software, the BERT update aims to help machines respond like a human. In the past, it was not uncommon to type in a keyword and get unconnected results. Due to language complexities, it is very easy for search engines to wrongly interpret a query. Google wants to limit or altogether eliminate these mistakes through the BERT update, which is adept at interpreting the nuances and context of search queries.

How will the Google Bert Update affect SEO?

Since Google did not roll out any major updates in the last five years, reports are saying that the BERT algorithm will bring significant changes to Google’s search function. This prediction makes many digital marketers worry about how it will affect their SEO strategy. People in the online marketing world are likewise eager to learn ways on how to optimize their website for BERT.

However, a statement via Twitter from Google’s public search liaison, Danny Sullivan, sends out an assurance that the BERT update will not require any new or drastic changes to a website’s current on-page SEO tactic. This is true for a website that is already making an effort to provide quality content for its visitors. In a tweet, Sullivan said, “There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.” Thus, if there is any effect, the BERT update will further highlight the importance of great content. The search algorithm will focus on search intent. Therefore, inserting exact keywords in content will no longer be as important as before. Now, the goal is to make the content sound more natural by writing with the users in mind and not for the search engines.

With the rapidly evolving technology, keeping up with the changes is one of the many roles of a digital marketer. Make sure that your firm is always updated with the latest news about how online marketing works by partnering up with a reliable digital marketing agency, the Birch River Design Group based in Scottsdale, Arizona. Get in touch with us through a phone call or email.

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