In the ever-changing landscape of search engine optimization (SEO), staying updated with the latest trends has become a prerequisite for success. One trend that’s currently reshaping the world of SEO is Google’s BERT algorithm.
BERT, which stands for Bidirectional Encoder Representations from Transformers, is a deep learning algorithm related to natural language processing. First introduced in October 2019 by Google, it’s designed to comprehend the nuances and context of words in searches, thereby delivering more relevant results.
For instance, before BERT, a search query like “2019 brazil traveler to USA need a visa” would have confused Google.
It might have focused on the general keywords like ‘traveler’, ‘USA’, and ‘visa’, providing a broad range of information about US visas. However, with BERT, Google now understands that the searcher is a Brazilian traveler planning to visit the USA in 2019 and needs specific visa information.
Now, what does this mean for SEO strategists and copywriters? In essence, BERT emphasizes the importance of creating high-quality, user-focused content. Instead of stuffing content with keywords, it’s more crucial to write in a natural and engaging manner that answers users’ queries effectively.
In terms of keyword strategy, BERT encourages less emphasis on exact-match keywords and more focus on context and relevance. Long-tail keywords, which are more specific and closer to natural language, can work effectively with the BERT algorithm.
Moreover, BERT underscores the importance of structuring your content logically. Breaking down content into easily understandable chunks using headers and sub-headers, bullet points, and tables helps Google understand the context better.
In conclusion, the advent of Google’s BERT algorithm urges SEO specialists and copywriters to prioritize creating quality, user-centered content over traditional keyword-centric approaches. By understanding and leveraging BERT, businesses can unlock new potential in their SEO strategies and better reach their target audiences.
