Google's Algorithm Update

Get Familiar with BERT to Optimize Better

Google frequently updates its algorithm to improve its user experience. Recently the most discussed topic on the web is about Google’s latest update BERT. It is here to upgrade user experience by refining the search results as it can understand the intent of the user’s search.

As per Google this “most important update in the last five years” will officially impact 10% of the search queries made every single day. So, let’s learn about ways to improve as webmasters and SEO’s to better optimize our websites.

What BERT literally mean?

BERT is the acronym that stands for Bidirectional Encoder Representations from Transformers. It is a neural network-based technique for Natural Language Processing (NLP) that helps a machine to understand the meaning of the words in a sentence, with all the distinctive perspectives.

How BERT is special?

BERT has shown revolutionary results in many tasks like question answering, paraphrase detection and natural language inference. BERT understands how words work together. We know, that a single word can mean totally different at times, depending on what is written along with it. BERT is excellent in determining the actual meanings of homonyms, like the word “bar” that can mean either a piece of wood or metal or a unit to measure the pressure of air and water or place to buy and consume alcoholic and other drinks. As these meanings have nothing to do with each other, BERT can determine the exact meaning of the search by coordinating the word with other words written along with it.

How to Optimize for BERT?

Just like the previous update RankBrain, Google declares that there’s nothing to optimize for BERT too. However, SEOs always have ways of understanding an algorithm update in a unique way and come up with strategies that will help to navigate the website through Google’s ever-changing algorithms.

Here are 3 basic strategies that will help you to keep up with BERT.

Create Simpler and Concise Content

The objective should be to create content that answers the user’s query directly. Regardless of the word count, the simplicity of the content will keep your ranks higher. Some may prefer focusing on keyword density, keyword placement etc.; but missing out on quality and spontaneity will be the first reason to lose out on BERT. Keep these pointers in mind while writing content:

  • Avoid extravagant, snobbish, and unnecessary words
  • Be forthright and direct to the query
  • Include resourceful information

Be Topic Specific not Keyword Specific

BERT will be looking for topic-specific visibility than ranking for a particular keyword. Usage of topic cluster creates signals to Google as an influential website that incorporates long-tail keywords. This helps in generating organic traffic.

Be Specific with the Queries You Target

BERT is all about a better understanding of what the user is looking for. SEOs should be more specific with queries while creating content. Forgetting about long-tail keywords and search terms with stop words in between will not help much with BERT.