How Google’s BERT Affect Businesses and their SEO Efforts
Google’s recent update of BERT impacts search queries and according to the search engine giant, this will increase over more locales and languages over time. This makes it more important to have quality content than ever. With Google BERT, companies must adjust its search engine optimisation (SEO) strategies again to stay competitive with the help of a reputable SEO agency.
What is Google BERT?
BERT or Bidirectional Encoder Representations from Transformers leverages machine learning and natural language processing (NLP) for a better understanding of a search query’s context. With this new update, the AI algorithms of Google can read sentences and queries with a higher level of human contextual understanding and common sense than before.
Many SEO experts believe that BERT will improve results for voice searchers and those who use talk-to-text search. It will challenge the notion that more content is better.
Will BERT Improve Search Return Quality?
BERT is about the way words work together. Also, it can help Google determine the forms of synonyms and closely-related words that are being used like bass the fish and bass the instrument. These two search results have nothing to do with one another and with BERT. They will certainly not confuse returns.
Impact of BERT On SEO
BERT will greatly affect companies that have been targeting unrelated keywords, having a multilingual web presence, publishing big amounts of irrelevant content, leveraging voice-enabled devices. Its main impact on SEO is in both well-written and poorly-written content. It will bring a negative impact on poorly-written content. Since a lot of on-page SEO blogs and posts are written with keywords as the focus instead of content, the NLP that makes BERT unique will hinder the ability of the algorithm to pick up on this kind of content. This is good for consumers because this means an increase in search query quality and display of better content. But, this could be bad news for businesses that do not prioritise content quality.
To avoid the bad effects of BERT, businesses must produce solid and quality content. Although keywords are still important, they should not be the only priority. It can help to work with a company to generate top-quality content tailored to the SEO needs of the industry and help revamp the copy to avoid the undesirable effects of BERT.
Moreover, companies will need to make a shift towards tactics that optimise SEO for voice devices. With BERT, SEO experts may need to steer away from targeting the broad-term keywords. Instead, they must implement a more strategic long-tail keyword strategy that considers natural language. The reason is that people tend to phrase questions or search queries more differently when speaking.
Businesses need to check to see the changes in their search traffic and see how much their websites were affected by this change. Those affected should drill deeper into the affected landing pages and for which queries. These pages may have failed to convert leaving the search traffic sent to these pages not being useful. Overall, the update means making on-page SEO optimisation while continuing to make changes that make content more readable to people.