Google recently implemented its new neural network training technique called BERT (Bidirectional Encoder Representations from Transformers) to Search. BERT promises to make pretraining natural language processing (NLP) networks much easier for Google. It will allow them to better process natural language search queries.
Well, that’s a lot of tech jargon that may or may not make any sense to you. To make understanding BERT a little easier, let’s talk about what BERT means for regular Google searches.
What Does BERT Do?
With BERT, Google can use machine learning to understand search requests that use natural language. Most of the time, people use what SEOs jokingly call “Googleese,” or shortened language people think search engines understand better, rather than conversational language. For example, most people would type something like “car accident lawyer San Francisco” into the search bar. With BERT, Google can understand much more natural-sounding language, and a search query may look more like “what is the best car accident lawyer in San Francisco.”
Furthermore, with the ability to process natural-sounding language, BERT also allows Google to tailor results to those more specific queries more accurately. All in all, BERT shows real promise to improve Google’s ability to process searcher intent.
How Does BERT Impact SEO?
What does BERT have to do with SEO and your website’s search presence? Well, as we referred to above, BERT makes it feasible for Google to understand search requests that use natural-sounding language. That capability to understand more conventional language makes it possible to optimize for more natural-sounding keywords. Optimizing for more natural-sounding keywords and phrases will potentially increase your Google rank. Gone are the days of optimizing for key phrases that don’t fit in ordinary English.
For example, many SEOs optimize for keywords like “lawyer San Francisco” when no one would ever write or talk like that. Why did they do that? Because human beings use what we call “Googleese” to make search requests. They make requests to Google in a way they assume Google will understand them instead of in a way that makes sense for human beings.
Moreover, with BERT, SEOs can use keyphrases that make sense in herbal language. No extra will we have to strive to stuff unnatural sounding keyphrases at some stage in your content to cover your search bases. That means your web site content will be extra engaging, understandable, and beneficial for your users. In other words, BERT makes it possible to write well-performing internet reproduction that anyone would definitely choose to read. Furthermore, the higher your content material reads and suits consumer needs, the higher Google will rank your site. Google ranks informative and beneficial content over keyword-stuffed filler pages. Remember, Search exists to assist the user, not the content material creator.
Conclusions on BERT and SEO
If you’re worried about the impact BERT will inevitably have on your overall search presence on Google, then don’t fret. You can always count on the SEO professionals here at Goldstein Brossard for help optimizing your site for BERT and natural-language keyword usage. Contact us for help today!