{"id":1132,"date":"2020-03-19T13:06:05","date_gmt":"2020-03-19T13:06:05","guid":{"rendered":"https:\/\/www.rankmovers.com\/?p=1132"},"modified":"2024-02-23T09:26:58","modified_gmt":"2024-02-23T09:26:58","slug":"google-bert-and-seo","status":"publish","type":"post","link":"https:\/\/www.rankmovers.com\/google-bert-and-seo\/","title":{"rendered":"What is BERT? \u2013 Google BERT Explained"},"content":{"rendered":"

\"GoogleIf you\u2019ve been wondering \u201cwhat does BERT mean?\u201d, well it stands for Bidirectional Encoder Representations from Transformers<\/em>. It is Google\u2019s biggest and most important update in five years after RankBrain.<\/p>\n

In definition, the Google BERT update is a deep learning algorithm on Natural Language Processing (NLP), hence sometimes it is referred to as BERT NLP.<\/p>\n

What the BERT algorithm does is understand what the words in a sentence mean by taking the context into account. In essence, it is a way for Google to better understand what is important in search queries.<\/p>\n

However, the algorithm only analyses search queries and not web pages. More so, it impacts only 10% of search queries.<\/p>\n

How the BERT Update Works<\/h2>\n

The main objective for the BERT update is to help the user find more relevant information on their search query. The algorithm is particularly meant for understanding longer, more conversational search queries, according to Google. Searches with prepositions such as \u201cfor\u201d and \u201cto\u201d are also found to matter a lot when it comes to helping the search engine better understand the context of a phrase or query. However, users can still search in a way that feels natural to them.<\/p>\n

In terms of ranking results, the BERT algorithm update will help Search understand one in 10 search queries.<\/p>\n

\"Google<\/p>\n

Google BERT Search Examples<\/h2>\n

Below are just some of the examples that Google showed when they rolled out the BERT update.<\/p>\n

Example 1<\/strong><\/p>\n

\u00a0\"BERT<\/strong><\/p>\n

In this example, the preposition<\/strong> \u201cto<\/strong>\u201d and its connection to the other words is important to help Search understand the meaning of the query. It\u2019s about a Brazilian wanting to travel to the USA and not Vice Versa.<\/p>\n

Example 2<\/strong><\/p>\n

\"Google<\/p>\n

Previously Google would consider matching keywords <\/strong>instead of understanding the overall context. In this instance, Search previously matched the term \u201cstand\u201d in the query with the keyword \u201cstand-alone\u201d in the result, despite the result not matching what the query is about.<\/p>\n

Example 3<\/strong><\/p>\n

\"BERT<\/p>\n

Here Search understands that \u201cfor someone<\/strong>\u201d is an important part of this query. Previously, it would miss the overall meaning and have general results on prescriptions. Whereas now it includes results of that \u201csomeone\u201d; either a family member or friend getting medication for a patient.<\/p>\n

Example 4<\/strong><\/p>\n

\"BERT<\/p>\n

Before the BERT model, Search would get confused with overall the meaning of this query. It would place more importance on the term\/keyword \u201ccurb<\/strong>\u201d and ignored the term \u201cno<\/strong>\u201d – not understanding how important \u2018no\u2019 was to properly respond to the query.<\/p>\n

Example 5<\/strong><\/p>\n

\u00a0\"BERT<\/strong><\/p>\n

In this example, Google no longer confuses the \u201cadult\u201d context with young adults, which means younger persons.<\/p>\n

Google BERT and SEO \u2013 How to Optimise your Content<\/h2>\n

Although BERT is not for web pages, there is a pretty good chance that your site will be impacted. If not, it will eventually be affected as the traffic grows. But also, there is no direct way to optimize your pages for BERT. However, webmasters can optimize their content for users.<\/p>\n