After around years of launching “Rank brain Algorithm”, Google has launched another major update named “BERT” in the end of the October 2019. BERT is the abbreviation of “Bidirectional Encoder Representations from Transformers Update” is considering as the largest change to Google’s search system after a period of 5 years.
When did BERT roll out in Google Search?
BERT initiated rolling out in search system of Google in last week of October (after the week of October 21, 2019) for English queries, including featured snippets.
The search algorithm will expand to all other languages that are included by Google for Search, but they have not there is no set timeline, yet, said Google’s Danny Sullivan.
What is BERT?
BERT Update is a deep learning algorithm developed by Google that is related to natural language processing to better understand the search queries.
“Bert is a natural language processing pre-training approach that can be used on a large body of text. It handles tasks such as entity recognition, part of speech tagging, and question-answering among other natural language processes. Bert helps Google understand natural language text from the Web.
Google has open sourced this technology, and others have created variations of BERT.” – Defined by Search algorithm patent expert Bill Slawski (@bill_slawski of @GoFishDigital) as per the article published on Search Engine Journal
Purpose of BERT
The purpose of this BERT update to improve the user search experience by better understanding the user search query means BERT is or search query not for web pages but yes the webpages that have thin and low quality content may get affected with their search results.
As Search Engine Journal published– Dawn said, on page SEO becomes more important in terms of using words in precise ways. Sloppy content may not be helped by the Google BERT update.
Dawn Anderson observed:
“It’s knocking human understanding out of the water in loads of natural language understanding tasks. BERT is like a WordPress plugin which is a starting point and then they customise it and improve it.
The word “rose” means several things but it’s exactly the same word. The context must accompany the word otherwise the word means nothing.”
How it affect Online Marketing Efforts
As per the industry experts Bert will affect 1 in 10 search queries. Beaside the search query Google has also made changes to featured snippets. As per the site https://neilpatel.com/
“if you searched for “parking on a hill with no curb”, Google used to place too much emphasis on the word “curb” and not enough emphasis on the word “no”.
That’s a big difference… and you can see that in the results.
The new changes this algorithm update brings makes it much more relevant for searchers and it creates a better experience for you and me and everyone else who uses Google.
So you need to change your SEO strategy with keeping in mind that what kind of queries generally people make to search engine either information or navigational or transactional cause if you want to not only maintain your rankings then a simple solution is to get very precise with your content. You can read the article to understand the –
How It Is Affecting the Digital Marketing Strategy
Here are the few Examples from www.searchenginejournal.com to show how it is affecting featured snippets
Here’s a search for “2019 brazil traveler to usa need a visa”. You can see how BERT helped Google understand that the query is about a Brazilian traveling to USA, not the other way around.
Here’s another example using the query “do estheticians stand a lot at work”. Previously, Google would interpret the words “stand” and “stand-alone” as meaning the same thing, which lead to irrelevant search results.
Using BERT, Google can better interpret how the word “stand” is being used and understand that the query is related to the physical demands of being an esthetician.
Hope the Article will help to better understand the BERT update. So lets start with the revised marketing strategy to get desired results in SERP.