BERT is the new Google algorithm update. Do you know what that means for searches? These latest changes are good news for SEO experts and for all content creators.
Now the Mountain View giant takes a step further and has decided to focus on the language that users use to conduct searches on the Internet. That is, BERT is a new model of natural language processing (NLP). Its goal is to help Google better understand the language to deliver more relevant results.
Google understands very well that the creativity of users when searching the web is vast. Billions of users search for content on the Internet daily. And, therefore, you need to look for new ways to offer more refined results to these queries and show the most useful content for them.
In fact, Google says its recommendations for web positioning do not change. Creating the best content designed to attract your target audience and work your website's SEO best is the only way to optimize your site for the new Google algorithm.
If you want to better understand what Google is and how it will affect from now on how the results are displayed, here you will find everything you need to know about this update.
What Is Google BERT?
The acronym BERT refers to Bidirectional Encoder Representations from Transformers. It is an open-source algorithm that works through Google's neural networks and seeks to improve natural language processing.
That is, this algorithm does not consist in analyzing the content or the keywords used in the web pages, but in better analyzing the language that users use to search the Internet.
Previously it had already been used in Wikipedia as an essay. Finally, they have decided to extend it to the entire network so that the search results are more relevant to users. Although it is currently in test mode.
Thanks to the technology of Machine learning, Google can better understand queries and content. In fact, the algorithm uses context and matches all search words instead of analysing one by one. And this feature is what gives the adjective bidirectional. It is about discovering the context by looking at the words that come before and behind the most important terms.
In this way, Google is able to better understand the queries. It seeks to process language more humanely and not as a robot as it has been usual. And this will be very advantageous in terms of SEO on the net.
How The New Algorithm Affects Searches
The latest update of the Google BERT algorithm will completely change the way in which the search engine returns results. It is one of the most significant changes in recent years. Now, more context-based and, therefore, much more accurate answers can be offered to meet the needs of users.
In addition, there is another issue that is very beneficial for websites. And it is that thanks to this new way of analysing searches, eliminates the concern of being penalised by the algorithm. Now you can work the SEO of your content and your website using a more natural language, instead of adapting your content to SEO that results in an artificial language too often.
1. Understanding The Context Makes The Machine More Human
Context is one of the most critical elements of human language. It is crucial in everything a person does or says since the meaning of the message will change based entirely on it. It is precisely the context that sums up the central axis of this Google algorithm update.
The technology used by BERT allows Google to better understand all queries since it uses context to understand phrases as a whole and not as a series of single words.
The AI of Google often interprets the words one by one. This added to the fact that in the natural language, the phrases are usually longer, it makes it challenging to offer results that really fit what the user is looking for. With BERT, Google aims to better understand how words are related to each other.
2. Writing More Naturally Will Be A Reality
When users do a search on the Internet, they often don't know what terms to use. Most of the time, they build long sentences about the information they need. However, the results are not able to show a completely satisfactory response.
This update means offering a better user experience to people. What it is about is to better understand the language used by people regardless of how the words are spelt or combined to find out what exactly the user is looking for.
In fact, on many occasions, queries are written with strings of unconnected words to each other because it is believed that the algorithm will understand them better. But of course, these are not real phrases that people would use to ask something.
For example, difficult queries on a subject that also does not have enough data: " title of the book in which the protagonist travels to space with his dog", will be easier to interpret by BERT to offer an answer that fits the context.
3. BERT Allows To Better Understand The Prepositions
One of the main problems is that currently, the algorithm is not able to interpret prepositions as " for " and " for". Usually, prepositions alter the whole meaning of the sentences. Therefore, BERT constitutes an attempt by Google to better understand the search intentions of users.
For digital marketing specialists, this also brings advantages. They can create content and use a more human language to position it. The searches from now on will be more comfortable and more natural.
4. 1 In 10 Searches Are Already Processed By BERT
There is still some time for the new algorithm to be fully implemented. In fact, 90% of searches always return results without BERT technology. However, the remaining 10% is already using it as a test.
If everything goes as planned, the changes in non-English speaking countries will begin to be seen in the not too distant future. What is clear is that all this will be a massive improvement in how people access information and Internet content.
5. Analyze Featured Fragments Even In Other Languages
The highlighted pieces are the answer boxes or the direct answers from Google that appear on the results page immediately after making a query. Although BERT is currently only working for US English, it is available in other languages for this functionality.
Natural language processing aims to better understand users and the longer queries made by them. In this way, Google will be able to offer a result that responds precisely to the query made by analysing the context.
6. The End Of Searches Focused Exclusively On Keywords
In one of its publications on BERT, Google refers to the term “ keyword-ese”. This refers to the decontextualised language that users use when they try to get Google to understand what they are looking for. However, Google intends precisely that users write more naturally, thinking of the reader and not Google.
One of the issues that harm the authority of a page or penalise its positioning is, in fact, appear in results for keywords that are not even within the content. Offering results that are not relevant to users is one of the things they want to eliminate with BERT.
The keywords, of course, will continue to be essential for SEO. But it will allow the results to be more useful for the context of the searches. And, in addition, writers may worry less about forcing keywords or building awkward phrases to better fit Google’s criteria.
You Can Optimize A Website For Google BERT
You cannot know for sure what will happen in the future. Although most likely, there is no way to optimize the website specifically for BERT. As has been clear, the algorithm no longer analyzes the content, but the language of user searches.
Although it is clear that it is essential not to neglect the way you create your content. Keep being creative, original and exciting for your target. The only difference is that now you can focus more on them and with a more natural language.
In addition, for those who are dedicated to SEO, this type of updates are often fraught with concern. However, BERT represents a significant step forward in terms of understanding the needs of users. In any case, what you get is to make the SEO work of the content and the web more accessible.