How Google’s new algorithm humanizes our search results and affects SEO strategies

BluCactus - Google BERT: SEO's friend or foe? - title

We dare to say that you may have heard what Google BERT is, but do you know what it is and how to use this update?


Google BERT is an update brought out by the famous search engine to improve the semantic capacity of its algorithm. Google Algorithmics experience constant updates and most of them go unnoticed.


However, a few of them have incredible importance and represent significant changes, such as the case of Google BERT. 


This recent and already known Google Update directly affects SEO work within Inbound Marketing and Digital Marketing strategies. This is why we think appropriate to explain what it’s about. Which upgrades it brings, and what makes it different from other Algorithmic subsystems.


What are we talking about? Specifically, of RankBrain.


Are you understanding so far?


Take it easy! We will continue with the step-by-step explanation for you.


What’s Google BERT?


BERT means Bidirectional Encoder Representations from Transformers. It’s an Artificial Intelligence (AI) based system to help Google Search algorithms. This makes it easier to understand the language that users use when performing a search using sentences.


For this reason, the recent update in Google’s algorithms is as innovative as the one made in 2015 with RankBrain. SERPs results get analyzed and classified by an AI mechanism for the first time ever.


BluCactus - Google BERT: SEO's friend or foe? - person searching for this toolThese systems, especially BERT, contextualize each query more naturally thanks to an analysis method. To achieve this, BERT has a characteristic called “bidirectionality”, which consists of analyzing a sentence in two directions. Therefore, it’s taken into consideration the words to the left and right of a keyword.


That said, this allows it to deeply understand the context and theme of every phrase the user enters for Google search. Thus, Google’s algorithms put to action their 200 ranking factors after fully understanding what the specific query is about.


These factors then choose the content that best responds to that search. And so they influence theresults of SERPs, which become increasingly relevant to users.


Although BERT is not properly a ranking factor, it directly relates to several of them. Since this system will be in charge of telling the algorithms what exactly users need to find.


What improvements does Google BERT bring to SEO?


As you can read, the birth of Google BERT translates into a better ranking of SERPs results.  But this recent update has a lot more implications in the optimization of search mechanisms, which. We will explain in depth below.


Some specific improvements it brings to SEO are:


Identification of correct meanings


We know what we can understand as a meaning, but in Marketing, can we interpret it in the same way?


The term “meaning” in this area refers to the sense and connotation of a word or expression. In English, and many other languages, some words can have multiple meanings, such as “right”, “station” and “bank”. Therefore, to determine its real meaning, it’s important to inquire and infer the context in which it’s mentioned for its later interpretation.


Precisely, this is what Google BERT does, specifically, its “transformers” propriety. Likewise, it refers to assigning certain scores, to determine the most correct meaning of a word within a search phrase.


While it can be confusing to read. It’s important to understand and practice. There are also many specialists in these areas that you can go to with no problem.


Analysis of prepositions


BluCactus - computer with important informationWhat does it sound like when you read preposition analysis? Do you know what prepositions are?


We’ll help you refresh your memory a little.


Prepositions are those invariable words that serve to link two words or sentences and express the relationship between them. Then, to understand the user’s intention, this recent Google update doesn’t miss a single detail. It analyses the prepositions within a query phrase to project the results focused on the actual needs of the user.


Next, we will show you some examples so you can understand:


Examples of BERT’s differences


Before BERT, the algorithm ignored the “to” preposition in the phrase “2019 Brazil travelers to the USA need a visa”. Because of this, the first result of SERPs responded to a search intention of “American citizens can travel to Brazil without a Visa”.


In opposition, we have that, after implementing BERT, the algorithm took into account the “to” preposition. Thus, BERT gives it enough value as a determining element to understand the true search intention. Thanks to it, it adapts the new result in the SERP to “Brazilian travelers who want to travel to the US and want to get Visa information”.


Know the BERT algorithm


Knowing this key information, and even if BERT is not a ranking factor. We can apply certain changes in the way of writing our content to position ourselves better on Google. This feature is unprecedented in a Google algorithm and in any of its updates.


Google BERT is an open-source neuronal network programmed to process natural language. This means that it can improve and train itself to offer more precise answers and solve doubts and questions.


Although, it’s not a ranking factor by itself. Google BERT implementation of such upgrades shows that it’s necessary to examine the new principles and methods to follow. That way we can establish ourselves at the top of the search engine results list.


How are the dynamics of Google Bert?


In general, BERT’s proposed dynamics make it much more important to develop conversational content. And to not focus only on filling the texts with highly elaborated keywords. Since if we leave out prepositions and other linguistics elements this can cause spontaneity to get lost.


The principal aim is to focus on contextualizing every topic very well and expressing it. Both in the SEO title and content and not focus on the textual aspect. Without a doubt, we must integrate all this into the usual practices for the development of content. It must mainly reflect the understanding of the buyer and their stage in the sales funnel.


How can we conclude?


We explained BERT’s definition, which, in summary, is an update where its main objective is to understand, as precisely as possible, what humans mean when we search for something on Google or when we do a voice search.


Likewise, we understood the workings of a few algorithms like Google BERT and their importance in this heavily digital transformation influenced age. Where the internet and its platforms are essential tools to connect with the public.


BluCactus - computer with important informationIn addition, it’s important to appreciate that, although it seems like a great challenge, BERT isn’t a problem for SEO. On the contrary. It’s an opportunity to achieve optimal and reasonable organic positioning. This wonderful update from Google gives us information about the importance of developing truly human content, messages, and interaction flow.


Many times, we expect the contextualization system to be positively valued since it focuses on the Artificial Intelligence system, which can identify the user’s intention.


Natural language processing, known as NLP, challenges us to consider our communication strategies on the Internet. As if we did it face to face, with the closeness and human sense that this entails.


Can you understand what Google Bert is about? It’s too easy! If you have any doubt or questions, you can leave it in the comments. We read you! To learn more, subscribe to our daily newsletter and let yourself get surprised by the news from Digital Marketing.


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