Introduction
In October 2019, Google rolled out the BERT (Bidirectional Encoder Representations from Transformers) update, one of the most significant changes to the search engine’s ranking algorithm in recent years. BERT introduced natural language processing (NLP) to Google’s algorithm at a much deeper level, enabling it to better understand the context of words in a search query. Unlike traditional algorithms that only considered individual keywords, BERT allows Google to interpret the full context of a query, including nuances like word order and prepositions.
This update has had a profound impact on SEO, especially for long-tail queries, conversational searches, and voice searches, making it a crucial component of modern SEO strategies.
What Changed with the BERT Update?
- Understanding Context and Intent
- The key breakthrough with BERT is its ability to understand the context of words in a search query. Previously, Google relied on matching keywords and phrases; now, it takes the entire query into account, including how words relate to each other.
- For example, the query “2019 brazil traveler to usa need a visa” would be interpreted differently by BERT, understanding that the user is looking for visa information for a Brazilian traveling to the U.S. rather than just looking for a visa in general.
- Better Understanding of Natural Language
- BERT helps Google better interpret conversational queries, such as those spoken through voice search or typed in a more natural, question-like format.
- It understands the relationships between words, meaning that Google now better grasps the true intent behind user queries, even when they contain complex or ambiguous language.
- Impact on Long-Tail and Conversational Queries
- Long-tail queries, which are more specific and often phrased in natural language (e.g., “how do I make a vegan pizza crust from scratch?”), benefit from BERT’s improved comprehension.
- BERT helps Google connect these kinds of specific queries to the most relevant content, improving search accuracy.
- Better Handling of Prepositions
- The update also helped Google pay attention to small words like “to,” “for,” and “by,” which can dramatically change the meaning of a sentence. For example, “how to make money from home” vs. “how to make money at home” would now be interpreted correctly by Google’s updated algorithm.
Impact on SEO
- Winners:
- Websites that provide highly relevant, informative, and user-focused content.
- Websites with long-form content that answers specific questions and provides in-depth information.
- Pages that use natural language, answering queries in a conversational, helpful manner.
- Losers:
- Websites that rely heavily on keyword-stuffing or unnatural language.
- Pages that do not sufficiently cover the context of a search query or fail to answer the user’s question in detail.
Lessons Learned from the BERT Update
- Content Should Focus on Answering User Questions
- With BERT’s deep focus on natural language, Google now places a premium on content that directly answers user queries, especially those that are more complex or conversational.
- Focus on providing detailed answers and context, particularly for long-tail or question-based keywords.
- Optimize for Conversational Keywords
- With BERT understanding conversational search queries better, it’s essential to optimize for question-based queries and long-tail keywords that reflect how people naturally speak or ask questions.
- Consider using FAQ sections, conversational language, and addressing specific queries in your content.
- Avoid Keyword Stuffing
- BERT rewards content that is written naturally and addresses the user’s needs. Keyword stuffing and forced inclusion of phrases can now harm rankings.
- Focus on writing quality, user-centric content that doesn’t rely on excessive keyword repetition.
- Improve Content Depth and Relevance
- The update encourages the creation of in-depth content that thoroughly answers a user’s query. Simply covering a topic in a superficial way is no longer enough.
- Provide detailed, well-researched content that covers the topic from all angles, anticipating user questions and needs.
How to Adapt to the BERT Update?
- Focus on User Intent
- Understand the intent behind the search query and ensure that your content answers the user’s question comprehensively.
- Move away from optimizing solely for keywords and instead focus on creating content that directly addresses the broader user query.
- Write Naturally and Conversationally
- Use a natural, conversational tone in your content, as if you were answering a question directly. Avoid overly formal, robotic language.
- Write for humans first and search engines second—Google will reward content that is easy for users to understand and engage with.
- Optimize for Featured Snippets and Zero-Click Results
- With BERT’s improved ability to understand context, Google now favors content that answers specific questions in a concise, clear format.
- Optimize for featured snippets by structuring your content in easy-to-scan formats (e.g., lists, tables, step-by-step guides).
- Provide Context and Details
- For ambiguous or complex queries, provide content that covers the topic in-depth. Anticipate additional questions the user may have and include them in your content.
- Structure your content in a way that logically flows from one point to the next, providing a clear answer to the user’s query.
The Legacy of the BERT Update
The BERT Update fundamentally changed how Google evaluates and ranks content, shifting the focus from keyword-based optimization to an emphasis on understanding user intent and the context of queries. This update was particularly significant for businesses targeting conversational or long-tail keywords and those wanting to optimize for voice search.
BERT’s success in interpreting natural language has paved the way for even more sophisticated AI algorithms, which will continue to evolve and shape the future of SEO. With BERT, the SEO landscape has moved toward creating high-quality content that aligns with human language and user needs rather than focusing solely on search engine-friendly techniques.
Conclusion
The BERT Update reinforced the need for businesses to focus on creating relevant, high-quality content that answers user questions and provides real value. By prioritizing user intent and embracing natural language, companies can ensure their content is recognized by Google’s advanced algorithms.
