Google released its BERT algorithm update in 2019, shaking up the SEO world with its groundbreaking advancement in natural language processing (NLP). With its ability to better understand the context of search queries, BERT has changed how businesses approach keyword research, content creation, and website optimisation.
(Its full name is the Bidirectional Encoder Representations from Transformers, which is why we stick to BERT.)
Traditional language models read text in a unidirectional manner, analysing words individually in the order that they appear. BERT changes the game by employing a bidirectional approach. It also considers the surrounding words on both sides of a target word, allowing it to grasp the nuances of language better.
BERT’s strength lies in its ability to understand the relationships between words and the way we order them, using this knowledge to interpret the context in which they appear. This contextual understanding is particularly valuable for tasks like search queries, where the meaning can change dramatically based on a single word’s context.
BERT helps Google to cut out those annoying instances when you search for one thing and get something entirely different. Search engines aim to provide more accurate and relevant results to user queries. With BERT, the search engine can comprehend the intent behind search queries more effectively, hopefully leading to less miscommunication.
The algorithm has revolutionised how businesses undertake keyword research. Rather than fixating solely on particular keywords, businesses must now concentrate on comprehending user intent. BERT gives precedence to natural language queries, so we need to generate content that aligns with the language patterns of the intended audience. That means high-quality content that matches users’ search intent.
That means content that is informative but also engaging and easy to read. Try using clear headings, short paragraphs, and relevant images.
BERT analyses user engagement metrics, such as click-through rates (CTR), bounce rates, and time spent on the page. The key to their approval is creating engaging content, optimising the user experience, and providing valuable information to users.
Top tips for improving your SEO with the BERT algorithm
- Incorporate long-tail keywords into your content to match user queries that BERT now comprehends better.
- Create in-depth articles that thoroughly cover topics, demonstrating your expertise and authority.
- Align your content with various user intents (informational, navigational, transactional) to capture a broader audience.
- Implement structured data markup to help search engines understand the context and relationships between elements on your page.
- Instead of overusing keywords, focus on writing naturally. BERT penalises keyword stuffing, so prioritise readability.
- Build internal links that provide additional context and guide users to related content.
- Focus on featured snippets, as BERT aids in choosing accurate snippets for user queries. Craft content that succinctly answers common questions.
- Engage with your audience on social media platforms. High engagement and sharing indicate valuable content, aligning with BERT’s goals.
- Optimise for local searches by including location-specific keywords and addressing local queries.
- Continuously update and refresh content to stay relevant and maintain accuracy, as BERT understands content changes.
- Backlinks from reputable sources enhance your content’s credibility, aligning with BERT’s preference for authoritative information.
The BERT algorithm represents a significant leap in NLP technology by enabling computers to understand language more like we do—by considering the broader context and nuances of words within sentences. It’s a little bit spooky, but the impact on search engine algorithms and various NLP applications has been profound, enhancing the quality of information retrieval and interpretation for all internet users.