What is BERT?
What the heck is a BERT and why do I care as a business owner? This guy does not go with an Ernie, but it does play nicely with Google.
BERT (Bidirectional Encoder Representations from Transformers) is a new algorithm update to Google. BERT is a tool is designed to optimize the natural language pattern by using A.I. It is seen by many to deliver better contextual results in the organic search. It can be your best friend in terms of creating better search results for many of us, but you have to know how to use it correctly. We wanted to breakdown what this change means, and why creating content it the best way to cash in on this update.
How BERT changes Google’s search results:
In the past the AI in the search algorithm would focus location based search results on the individual words used in search queries. Nouns and Verbs were where the focus landed for the artificial intelligence. So if you searched “Best Chocolate made in America” Google would have focused on “Chocolate,” “made,” and “America.” Google would search results containing those words, but not necessarily give you a context.
The filler words like “in” would help create a contextual element that will now shift the results that Google’s AI discovers. Not only will it help with location based searches like “Chocolate made in Medina” or “Buy Chocolate in Medina.” The “in” is an important element and I truly believe that it will help generate more accurate search results in Google.
HINT: If you are not focusing on your Google My Business Page, please look closely at the results below in this example…. It is the first thing people see other than ads. READ OUR ARTICLE ABOUT THIS HERE
How to take advantage of BERT:
Google is trying to make adjustments to improve their results by including the filler words that add context to our queries. To take advantage of this change make sure that your blogs contain phrases people are searching for. Use free tools like Google Trends to help you compare different search ideas and see what people are searching for in real time.
Basically, search Google Trends for things you THINK people are searching for, and compare a few different variations. See which search has the most people searching and name your articles accordingly.
The BERT update is an effort by Google to take advantage of our natural language patterns. When we use our smart phones to search for something often it is a voice search. We use sentences and our average search is about 6 words. If you want to read more about organic searches you can read our article on this topic HERE.
I searched three terms in Google Trends. First I searched for “Chocolate Shops near me” Then I compared those results to “American Made Chocolate” and “Chocolate made in the USA” The results were obvious. If I were to write an article about chocolate and I wanted it to be found, I would title it “SHOP NAME the best chocolate shop near me.”
Need more help with developing great content or to develop a marketing strategy? Contact us HERE