Google released one of the most revolutionary algorithm updates in 2019: BERT (Bidirectional encoder representations from Transformers). The BERT update was designed to help search engines better comprehend the subtleties of human speech. This meant that SEOs had to shift their focus from natural language optimization to long-tail keywords in order to match Google’s contextual understanding.
This guide explores the BERT algorithm, its impact, and strategies for optimizing your content through both natural language processing and long-tail keyword targeting.
What is the Google BERT update?
BERT is short for Transformers Bidirectional Encoders. It’s a machine-learning framework created by Google AI. Google BERT, released in October 2019, was a major step forward for interpreting the intent of search queries. The BERT algorithm is different from previous algorithms that analyzed words independently. It evaluates the words in context with other words within a sentence.
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The BERT Features
- Analysis in Both Directions: Captures context by processing text both left-to-right and right-to-left.
- Prepositions and Modifiers : Understanding how words such as “for,” “to, or “no” alter the meaning of a query.
- Handling Long Tail Queries Excels in deciphering long-tail search phrases.
Before BERT, a query such as “Can I get medication for someone at a pharmacy?” may have given priority to results relating to pharmacy licenses. Google now understands that the intention is to pick up prescriptions on behalf of another individual.
How BERT Changed Google Search
The Paradigm Shift: Before and After BERT
Google algorithms had a hard time handling queries that were ambiguous, or those with context. The use of short-tail keywords, such as “SEO tips,” dominated strategy and often came at the cost of user intent. The 2019 Google Update has changed this by prioritizing.
- Natural Language Understanding: Understanding queries by interpreting them as they are spoken.
- Clarity in Context: Shows how the words contribute to the meaning of a sentence.
- Keyword Long Tail Relevance is valuing phrases such as “best SEO tips in 2024 for small businesses” above generic terms.
The shift in ranking meant that content optimized for keywords or phrases with exact matches lost ground, while content that was comprehensive and conversational gained.
BERT’s Impact on SEO: What You Need to Know
The BERT update forced SEOs to reconsider their traditional practices. This is how the change reshaped SEO:
Uncover the impact of the 2010 Google algorithm update and its influence on search rankings. Learn more in this detailed analysis
1. Natural Language and User Intent are the main focus
BERT gives credit to content that is conversational and answers questions in a direct manner. A blog post with the title “How does BERT impact SEO?” for example should cover subtopics such as understanding human search queries or voice search optimization.
2. Long Tail Keywords: The Rise
These long-tail keywords, e.g., “What is the Google BERT update?” have become crucial as they reflect how people search. They have lower competition and higher conversion potential.
3. The Content Structure of a Website is Important
BERT prefers content that is well organized with bulleted points and semantic variations. Subheadings such as Optimizing for BERT SEO and Google Search Before and After BERT can be used to increase readability.
4. Reduction in Short-Tail Keywords
Short-tail keywords are still important, but they don’t suffice. Include them in broader sections with context.
How to Optimize for BERT: 5 Actionable Strategies
1. Writing for Humans and Not Algorithms
- Talk in a casual tone.
- Answer all questions (e.g., What is Google BERT?).
- Do not repeat the same keyword over and over.
2. Use long-tail keywords strategically
AnswerThePublic and SEMrush are tools that can help you find phrases such as:
- How does BERT affect featured snippets?
- The “BERT Update 2019” explained.
3. Use Semantic Search Engine Optimization
Add related terms and entities, e.g., “BERT algorithm” or “Google BERT.”.
4. Optimize Snippets for the Featured Section
The BERT tool improves Google’s capability to retrieve answers from “position zero.”. Structure your content using concise paragraphs that address common questions.
5. Review Existing Content
Update old posts in line with BERT preferences. Rewrite an article from 2018 titled “SEO Tips” into “Advanced Search Engine Optimization Strategies After the BERT Update.”
FAQs About the Google BERT Update
1. What is Google BERT?
The GoogleBERT update was an algorithmic change that improved Google’s understanding of context when searching for content and search queries. Here’s more information about Google Core updates.
2. Must I rewrite content to be used with BERT?
Not entirely. Concentrate on improving clarity and user intent. See our Panda & Penguin guide for older updates.
3. Does BERT support long-tail keyword searches?
BERT is excellent at parsing conversations, which makes long-tail keywords more valuable. Explore strategies for long-tail keywords.
4. Does BERT affect voice search?
Yes! BERT is a good fit for voice queries, which are usually conversational.
5. Does BERT remain relevant after 2024?
Absolutely. BERT is still the foundation of Google’s NLP advances. Keep up to date with Google’s most recent algorithmic changes.
Conclusion
The Google update emphasizes the importance of creating content that reflects human communication. Optimizing your content for natural languages and keywords with long tails aligns you to Google’s goal of delivering the most relevant results. Staying ahead of the curve as search changes means adapting to these new trends. Your content should be as intuitive and relevant as algorithms.
Explore our guides Hummingbird, RankBrain, and MUM for more information about Google algorithm updates.
If you wish to read more information on how to increase traffic to the website, just check on the Ranksmagzine or contact me here.
