Google Algorithm Update BERT explained in a way that doesn’t make heads bang against desks.

Google, as usual, has been a busy bee. It’s made 11 confirmed updates to its search algorithms this year, the latest one being BERT. BERT stands for Bidirectional Encoder Representations from Transformers. Sounds Complex, but for a digital marketer, is it really..?

What is BERT?

I could go on & on about how BERT uses AI & ML, but I shall not. Simply put, BERT can help google computers understand language more like us humans.

This means, when you as an avid google searcher, ask or type in to search, something in natural language, Google will match your queries with more relevant results.

BERT in action

This example explains how Google BERT works. Before the update, a search like "2019 brazil traveler to usa need a visa'' would return results about U.S. citizens travelling to Brazil.

But now Google understands the intent behind the search, which is Brazilians looking for information about the US Travel VISA.

You can refer to Google’s Blog post on BERT for more examples.

Should you really care?

The BERT update impacts 10% of all search queries. So YES, you should care!

How can you optimize for BERT?

Okay, so we get that BERT is a Major Update. The question on how to optimize for it can be summed up this tweet from Danny Sullivan, Google’s Public Liaison for Search.

"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."

In conclusion, Google’s said that BERT will just be the start of many of the future AI-related updates. As SEOs, we just need to ensure we’re creating relevant & useful content that matches the intent of the searcher.

If you’d like to learn to do SEO the right way, take the next step by registering for our Advanced Digital Marketing Course.

Sources:

https://www.blog.google/products/search/search-language-understanding-bert/

https://searchengineland.com/welcome-bert-google-artificial-intelligence-for-understanding-search-queries-323976

https://www.searchenginejournal.com/google-bert-update/332161/#close

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