Google’s algorithm updates have always had a significant impact on how marketers handle their SEO efforts, but their latest update – BERT – has been heralded as the most important update in five years, and is set to impact 10% of search queries. But what exactly is BERT, and what impact will it have on organic search as we know it?
The Future of Search is Conversational
In recent years, we’ve all heard that marketing is conversational, but BERT shows that Google has firmly subscribed to this. With voice search becoming increasingly popular thanks to the rise of smart speakers, Google’s latest update is designed to help Search better understand natural language and more conversational queries.
BERT stands for Bidirectional Encoder Representations from Transformers, and is a “deep learning algorithm”. The algorithm seeks to give context to Google Search queries so that Google can understand a user’s more natural searches. Sometimes, the context of a search is crucial to getting the right results – for example, there are many different uses of the word “type”. When considered on their own, you might receive results that are entirely irrelevant to these kinds of words. It’s the context around the rest of the query that demonstrates specifically what a user wants.
Given that there has been a trend towards longtail search terms, particularly as people talk rather than type their queries, this update provides the opportunity for content creators to go back and retest content that might not have been as successful previously. As Google begins to understand search terms with the context of their intent, you may find engagement rising where previously it had remained low.
Success after BERT
To ensure your organic search success after the rollout of BERT, you’ll want to ensure that your content is well written, and uses words precisely. If your content or pages are unclear, it makes it more difficult for Google to understand the overall context. When developing content, be sure to keep the user front of mind; having a clear focus on the point your page is trying to make. By writing for users, Google is better able to understand the context and relationship between words and hence make sure you’re appearing for the most relevant searches.
The full impact of BERT is still unclear, but what we can already see is the continuing optimisation towards conversational voice searches. Context will be incredibly important, ensuring that you continue to appear on the most relevant searches. Focus on precision, and you’ll likely see the benefit for your organic search.