Since its launch in 2019, Google BERT has been one of the most significant advancements in the evolution of search algorithms. BERT, which stands for Bidirectional Encoder Representations from Transformers, represents a revolutionary approach to how Google processes natural language. With the growing importance of contextual and semantic understanding of search queries, Google has significantly improved its results, focusing on user intent and content relevance.
In this article, we will explore how BERT has changed SEO, what it means for content creators, and how they can optimize their websites to make the most of this technological advancement.
Google BERT is an artificial intelligence algorithm that uses deep learning to better understand user queries in their full context. Unlike previous algorithms like RankBrain, which primarily focused on keywords, BERT has the ability to analyze the words in a query based on their relationship to each other. This means that Google can now better understand search keywords, even if they are in a complex grammatical structure or do not follow a common pattern.
For example, if a user searches for “how to train my dog not to bite,” Google BERT can now understand that the word “bite” refers to undesirable dog behaviors, rather than a general context about biting. This allows for more accurate results, as BERT helps Google understand user intent beyond just specific keywords.
One of the most significant changes introduced by Google BERT is its ability to identify the intent behind a search query. Over the years, Google has worked to provide more accurate answers based on what users really want to find, not just the exact words they use. This is a crucial shift in SEO, as it places emphasis on content relevance and quality over keyword density.
For example, in a query like “restaurants near me,” the search intent is clear: the user is looking for local dining options. BERT improves results by identifying the intent behind the query and showing the most relevant results without users needing to include specific terms like “best” or “recommended.”
To optimize content for Google BERT, content creators should focus on three key points:
Featured snippets or “position zero” are one of the most coveted positions in search results. These snippets directly show the answer to a user’s query without the need for the user to click on the link. With the implementation of Google BERT, featured snippets have gained greater relevance, as Google can now better identify which snippet is most useful and relevant to answer the query.
To optimize content for these snippets, it is crucial to structure the content in a way that makes it easy to extract a piece of text that answers the question precisely. Numbered lists, clear steps, and concise answers are effective ways to achieve this.
Conversational search has grown in importance due to the integration of BERT in Google’s algorithms. With the rise of virtual assistants like Google Assistant, Alexa, and Siri, users are now making longer, more natural queries. This has made search queries more like everyday conversations, which in turn requires search results to better understand natural language.
Google BERT is essential in improving how search engines handle these types of queries. Instead of just matching exact keywords, BERT seeks to understand the context and meaning behind conversational queries, enhancing the accuracy and relevance of results.
Google BERT also has a significant impact on local SEO. Search queries with local intent, such as “bakeries near me” or “pharmacies open now,” benefit from BERT’s ability to better understand the user’s local needs. Google can now provide more personalized results based on location and the specific context of the query.
To take advantage of this, businesses should ensure that their pages are optimized for local SEO, providing clear information about their location, hours, and services. Including location-related keywords and using tools like Google My Business can help improve visibility in local searches.
Use natural phrases: It’s important for content to flow organically, as if you’re having a conversation with the reader. Avoid using overly technical or artificial language.
Answer questions clearly and directly: Content that directly answers specific user questions has a better chance of ranking well in the SERPs.
Optimize for conversational search: Consider how users make their searches, especially with voice devices. Ensure that content is relevant for these types of queries.
Update and refresh content: Google BERT favors relevant and up-to-date content. Make sure your content remains pertinent and useful as trends and user needs evolve.
Google BERT focuses on improving the understanding of natural language and the intent behind searches. If you already have a site with high-quality content optimized for users, BERT is unlikely to negatively impact your rankings. However, if your site relies on over-optimization of keywords, it may experience drops in rankings.
Yes, Google BERT now works in over 70 languages. This means that users around the world, including those performing searches in Spanish, will benefit from BERT’s ability to better understand queries and provide more relevant results.
Content that focuses on quality, relevance, and clarity is best suited for Google BERT. Avoid over-optimization of keywords and focus on providing helpful and specific answers to users’ queries to improve your rankings in the SERPs.
