SEO Strategy for Google’s Algorithm BERT

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Learning More about Google’s Algorithm BERT

Who or what is BERT? If you have not heard of Google’s algorithm, you will soon find out that BERT can improve search results for queries made online. BERT has been designed to better understand what people are trying to seek, and therefore is better at matching queries with answers.

BERT’s Purpose

According to the latest news, BERT will impact one in 10 queries in online searches, which is major. This latest development is the largest change Google has made to its search engine since it launched RankBrain about five years ago. BERT, which was rolled out in the latter part of 2019, began by addressing English queries initially. However, the search algorithm will ultimately impact the use of featured snippets in all languages.

How BERT Works

BERT is the latest addition in Google’s neural network of algorithms related to NLP or natural language processing. The acronym stands for Bidirectional Encoder Representations from Transformers. Basically, BERT is being used to assist computers get a better grasp of the human language. 

According to Google, BERT does this by capturing the context and nuances of the words used in searches. In turn, BERT can better match the queries with more relevant and useful results. As indicated, the advanced algorithm is also used for Google’s featured snippets. 

Defining Neural Networks

To better understand BERT’s contributions, you need to define neural networks and natural language processing (NLP). For example, neural networks, which are made up of algorithms, such as BERT, are used to recognize patterns. 

This means the algorithms that are used are designed to classify image content, recognize handwriting, and predict trends in the financial marketplace. All these real-world applications are common components in neural networks. Therefore, algorithms train on data sets to understand certain patterns. When Google open-sourced BERT, the algorithm pre-trained by using texts in Wikipedia.

What Is NLP?

National language processing or NLP defines a division of artificial intelligence (AI) that relates to linguistics. NLP is designed to direct computers to understand the natural ways human beings communicate. Recent advancements made through NLP include chat bots, word suggestions on smartphones, and social listening tools.

How BERT Is Different

While NLP is not a new thing for searching terms, BERT does represent an advancement in the use of NLP. It does this with its bidirectional training feature. Therefore, BERT is a breakthrough innovation, as it can train language models that showcase a complete set of words in a query (bidirectional training). This is different from traditional search algorithms, which pick up sequenced word orders for conducting searches online. 

Therefore, BERT is different, as it understands word contexts through the surrounding words versus a word preceding or following a word. As a result, Google says that BERT is a deeply bidirectional search algorithm. The other algorithms, used in the past, are unidirectional in nature. 

For instance, when using unidirectional algorithms, the word bank may be perceived as a place where you keep your money or as a bank on a river. When used in unidirectional searches, a bank has the same context-free definition. It can either be a building or land. 

However, when BERT is used, it uses a word’s previous context and following context. So, if you said, I accessed the bank, BERT would know if bank referred to a building or strip of land..

How BERT Is Better

Here is another example of how BERT improves search results:

In one query, “science books for adults” surfaced in a prior list of science books as Science Books Grades 6 through 8 in the organic search results. However, with BERT in place, the resulting search showed Science for Grownups at the top of the SERPs.

Therefore, BERT makes it possible for you to find what you are seeking online more easily. By using a bidirectional approach, the algorithm can read the text before and after a word with more precision and provide a better search experience.

There really has not been a lot of buzz about BERT, as the algorithm has not directly affected people who write content for SEO or optimize their images for the search engines. Updating to BERT will not impact changes to rankings on Google. However, people do want to know how they can upgrade their websites since BERT has been unleashed. 

How BERT Impacts SEO

The main upside for anyone writing content and optimizing it for SEO is that they can relax more with BERT in place. Now, any content that is written does not have to be written for machines. You just need to focus on writing great content for people to read. If you write really well, you are already making it possible for BERT to do a better job in the SERPs.

Longer Search Queries

BERT is particularly useful for finding content based on a longer search query. It does well with conversational queries or with searches that include prepositions, such as to and for, where the prepositions do matter in terms of understanding. By adding BERT, Google has made it possible for people to search online in a more natural way. 

BERT makes it possible for searchers to reap more solid information, which will also help writers provide better content and more interesting articles. When you search with BERT, you can communicate more easily online and provide readers with more useful content on your website.

What Are Your Thoughts about BERT?

Do you believe BERT is an improvement? Has this algorithm been helpful to you when producing content for your site? BERT makes it possible for you to provide content that is meant for readers to read rather than for machines to scrutinize. Therefore, your main goal, when producing optimized content, is to create well-written articles and posts. 

Google understandably wants to veer away from encouraging machine-friendly content so it can be replaced with writing that is more natural and human-friendly. Therefore, adding new innovations for searches today requires upgrading to tools that emphasize human thinking patterns. By taking this approach, Google has made it easier to perform searches online and for search engines to understand what is being produced.

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