How Does Google’s BERT Algorithm Impact SEO?

Bidirectional Encoder Representations from Transformers, or BERT is a recent algorithmic update that Google adopted to improve machine learning and natural language processing. With these changes, search engines are better able to understand the context of the terms written in search queries across the United States. 

By the term ‘context’, the BERT update intends to understand the meaning of the same term when used in different scenarios. For example, if the search query contains the word “crane,” the search engine would be able to gather context clues from the rest of the keywords listed to determine whether the person searching is interested in the aviary sort of crane or the mechanical sort. 

 

How does BERT work?

In order to understand how the BERT update works, it’s crucial to first understand how traditional search engines interpret queries. 

 

Originally, search queries were interpreted by reading words in an ordered sequence, from left to right or combining left-to-right with right-to-left reading. With Google’s updated BERT algorithm, the search engine can consider the context of keywords used by checking surrounding words for clues. This means that BERT does not necessarily have to consider the words immediately to the right or left of the word in question in order to determine the intended meaning.

 

With this update, Google can provide information that the person searching is interested in, with a higher degree of accuracy. Instead of pulling keywords from a query and assuming that there is only one meaning the searcher could have in mind, the new update makes it to where search engine users do not have to ‘hold the engine’s hand’ in order to find the information they’re looking for.

BERT’s Impact on Search Engine Ranking

As of now, the BERT update is only being utilized for search engine queries rather than website content. Despite this, BERT may still significantly impact the way that websites rank when it comes to certain keywords. Because the algorithm intends to better understand double meanings, the top search engine results will be more closely related to the search engine user’s intent. 

Because of this, websites that contain the same keywords that are being searched, but do not match in context, are unlikely to rank very high on the search engine results. Despite the fact that the query keywords match the content’s keywords, they may not be a match when it comes to the user’s intention. Search engine results will now focus more on how relevant the information is, rather than how many of the words searched show up within the content that the search engine pulls from the internet.

How to Improve Your Rankings

There are positives and negatives when it comes to improving a website’s search engine results with the BERT algorithm in place. Google states that there really is no way to optimize SEO ranking for BERT, however, there is no way to manipulate the search engine results to fit a single company’s needs. 

 

Yet, companies can attempt to improve the content hosted on their web pages so that it is more detailed and might be more relevant when it comes to what’s being searched. Rather than posting vague content, it’s a good idea to make sure that users know exactly what they’re getting into when they see search engine results.

Additionally, businesses can improve their search engine rankings in the following ways:

• Improve site speed: Google aims to connect people with content that fits their needs, and the search engine prefers doing so with websites that perform well. Speeding up a website can improve ranking because users are able to find what they’re looking for fast and simple. Consider utilizing an AMP, static site generator, and/or a content delivery network.
• Keep content relevant: It’s important to provide information that is clear when it comes to intent. Users do not want their time wasted browsing information that does not fit their needs. Stick to the topics you’re planning to cover and keep your information detailed and your keywords related to the content on the page.
• Publish honestly: Do not attempt to trick search engine algorithms. Keyword stuffing is not a smart practice and while it may earn a page more visits, it will also cause users to navigate away as soon as they discover that the content has nothing to do with what they want. Dishonesty does not improve SEO ranking long-term.

Though BERT is new and somewhat confusing, a company’s willingness to adapt to it is going to be the most important factor when it comes to continually ranking high in search engine results.