On October 25, 2019, Barry Schwartz, a well-known blogger who writes about search engines and search marketing, published information about the launch of a new Google algorithm called Bert. According to Barry: this is the most significant event since 5 years ago Google released the self-learning artificial intelligence RankBrain.
In the first week, BERT is set to work on English-language resources, but already covers other languages. The algorithm will also take on Featured Snippets (Blocks with quick answers, see photo 1).
Literally, BERT translates as Bidirectional Encoder Representations from Transformers (approximate translation of "Bidirectional Neural Network for Search Engines").
Why bidirectional? Because the algorithm takes into account all the words before the key request and after it, including prepositions, which in many cases are archival and completely change the context.
Bert also helps the search engine adapt to the demands of voice search, which is gaining momentum. As you know, voice search queries are more conversational and humanoid.
It was designed to better understand user searches, but not within the keyword, but in the entire sentence. The second definition of BERT is called the Natural Language Processing Model (NLP). That is, BERT will train Google’s search bots to understand slang and the spoken language of users.
In simpler words, BERT will train search bots to show the most relevant answers to user questions, taking into account human behavior and all the words from the search query. BERT will affect 10% of all search engine queries.
The output of the new algorithm caused excitement among CEOs. Opinions differ and there is a lot of debate about how it is now necessary to prepare content and intent. Some say that BERD was designed mainly for snippets, because it is they who most accurately answer user questions. Others are of the opinion that now you need to change all the content on the site. We will give some tips that will help you not to panic and not to tear down everything that was so painstakingly and diligently written by your copywriters.
That the site will be worse ranked or fall in search, BUT with one caveat: if before that you created high-quality content. If you regularly write interesting and useful articles, then BERT will bring you additional traffic, better ranking blog pages or sections.
At the moment, the algorithm is enabled only on English-language resources. First of all, developers are trying to train artificial intelligence to work with requests in English. Therefore, we still have time.
The release of the Bert algorithm was a shock to everyone, for bloggers and SEOs who follow the news of Google. That was the calculation, company employees say. We tried not to make a lot of noise until the real algorithm came out, so that global SEO forums did not make a fuss, and e-commerce businessmen did not panic. Everything remains in place, just search robots have become even more intuitive.
Here are some tips on how to adapt the site to the new algorithm:
1. Write expert articles that fully cover the user's question.
2. Use the words in an LSI article
3. Expand the semantic core of the article using low-frequency, long queries
4. Use prompts Google, Yandex, Bing
5. Use the Serpstat service to write articles and search for user questions in your topic
6. In the Title, Description, and H1 meta tags, you can use more human-like queries rather than queries that meet SEO requirements (finally, your copywriter will not puzzle how to create a title with the search term “buy a lion car”)
7. Periodically analyzing which pages Google ranks better and which ones it ignores. This will most accurately allow you to understand what the search engine likes.
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