Google recently rolled out a significant algorithm update called BERT, which stands for Bidirectional Encoder Representations from Transformers. This update is considered to be one of the most impactful updates to search results in the last 5 years and is expected to impact around 10% of searches. The main goal of this update is to help Google better understand the intent behind the queries that users input.
According to a press release from Google on October 24, 2019, the company stated that this update represents a significant improvement in how they understand queries, thanks to advancements in machine learning. While this update is a big leap forward for Google, it may not necessarily change much from an SEO optimization standpoint. Google’s advice remains the same: “Write good content.”
So, what exactly is the Google BERT update? In simple terms, it is a shift in how Google processes natural language or NLP to better connect questions with answers. Google aims to find webpages that can answer the questions of Who, What, When, Where, Why, and How. This update is essentially a neural network and natural language processing technique designed to enhance the existing word2vec model for understanding word relationships.
While you cannot directly optimize for BERT, you can optimize your website’s content for users, which essentially achieves the same goal. Moving forward, SEOs should focus on Entity SEO, which emphasizes establishing relationships between different entities. The content on your website should be seen as relevant, and you need to work on connecting various search intents with your site to build authority and relevance.
Entity SEO is crucial, especially in light of Google’s recent core algorithm updates like RankBrain, Medic, and BERT, which all favor this concept. Search Engine Optimizers need to improve their understanding of Entity and its relationship with SEO to stay ahead. The ultimate goal is to create a strong association between queries and webpages, earning Google’s trust as an authority.
To better understand Entity relationships, you can use Google’s own search engine results page (SERP). By examining sections like “people also ask,” “autosuggest,” “image results,” and “people also search for,” you can gauge the strength of entity relationships in Google’s understanding. Leveraging this knowledge can help you connect entities creatively and effectively in your content.
In order to succeed post-BERT, you need to focus on linking entities together creatively, not just through traditional backlinks. Elements like link diversity, brand prominence, content relevance, and technical aspects of your site all play a role in ranking. Building authority through a robust web footprint that connects your brand to relevant keywords is essential for SEO success in the evolving landscape.
In conclusion, staying informed about Google’s updates and adapting your SEO strategies accordingly is vital for success in the digital landscape. By understanding the nuances of Entity SEO and optimizing your content for users, you can navigate the changes brought about by the BERT update effectively. Good luck with your SEO endeavors!