The newest Google algorithm is always a cause of concern for most search engine optimization professionals and digital marketers at large. One cannot afford to look past the latest update as it usually has a significant effect on rankings, visibility and conversions. The Google BERT update in digital marketing is the most recent algorithm update and one that certainly affects the online ambitions of most businesses. It was announced in October 2019 and rolled out globally on December 9th.

The BERT update follows its predecessor, the Broad Core algorithm update. It is focused mainly on optimizing how organic search works by relying on user search query intent. Since this update is quite new, many are still not familiar with how it exactly affects their search rankings. Yet, companies providing Indian SEO services have felt the impact of this algorithm change to some extent. This is why it is important to understand what it is and how it will impact search results going forward.

Take a look at the information given below to gain a more thorough understanding of how this Google algorithm update works. Doing so can help you tweak your SEO processes for obtaining better results.

How the BERT Google Algorithm Update Works

BERT stands from Bidirectional Encoder Representations from Transformers. It is fundamentally a language-based technology developed by Google to facilitate a broader understanding of keywords. This technology helps Google figure out how different words within a search query are related to each other. It is assumed to facilitate the search engine to provide improved results that match the actual intent of a searcher.

The key change with the Google BERT update in digital marketing is that it modifies how the Google algorithm prioritises the processing of words within any given search query.

Conventionally, scanning and processing have been done in a left to right manner i.e. the order of words typed in by the user. But with BERT, the processing occurs both in the conventional manner and also from right to left. The objective of this methodology is to figure out how the words correlate to each other and arrive at a meaning. The BERT update has shifted the focus from the usual order of words within a search query entered by the user.

The bidirectional BERT Google algorithm update model is being considered as a landmark development in terms of natural language processing (NLP). It is a solution for improving the quality standards for search query processing. The BERT model is quite different from conventional NLP algorithms that use the same left to right processing technique to derive context and meaning. The bidirectional nature of BERT processing aids Google to consider the composition of a search query to understand user intent better. As a result, it produces more accurate and in-context search results.

The BERT model relies on a transformer featuring a series of encoders, with each of the encoders performing input vector processing for creating encoding. Under this model, words are encoded through the bidirectional transformer. The Google BERT update in digital marketing is being seen as a major development. It enables the interpretation of a word’s context by scanning and processing the words before and after it within a search query. This is a refined approach that enables a clearer understanding of search intent.

Impact Of BERT Update On Search Marketing Results

According to Google, the BERT update is set to have a measurable impact on about 10 per cent of search queries put in by users. At this point, the impact will be felt across featured snippets as well as web search. Currently, the BERT update does not have any effect on paid search, image search, news search and searches performed in languages other than English. It is important to note that the BERT algorithm update does not replace Rankbrain and other language-centric search algorithm components.

Search engine optimization professionals can witness the effect of this Google algorithm update mostly on long-tail search queries. It can prove advantageous to one’s efforts as it can bring in more targeted traffic to web pages. Modifying your search strategy to focus on search intent can be a sensible course of action to achieve better rankings since the BERT algorithm is now in play. Since BERT is centred around user intent, marketers should also take a user-centric approach for optimization processes.

The BERT update deals with comprehending long and conversational user queries. But, it is still not completely clear how one can measure the impact of adhering to this algorithm. Google has said that there is no clear path of action now to deal with the impact of the BERT update on rankings and visibility.

SEO professionals and digital marketers can take several key steps. This includes –

* Optimizing or creating SEO-friendly content that is also user-friendly to boost your chances of reaching them

* Creating a strategy that focuses on interacting with the intent of a searcher and matching their intent

* Focusing on creating better experiences for your target audience

* Avoiding any unethical or unnatural keyword usage within content

Overall, the impact of Google BERT update in digital marketing is not too significant yet for brands trying to obtain the best SEO results. Yet, it is a major indicator regarding how Google is now connecting users to the content they’re looking for. The BERT update enables getting into the depths of how humans communicate to increase accessibility for relevant results. More importantly, it produces more accurate results for people instead of directing them towards related content.

This makes sense from a practical standpoint for both businesses and the target customers they intend to reach. So, SEO professionals should take note of this Google algorithm update an incorporate it into their strategies. It can lead to lower chances of rank fluctuations and can help a business outshine its competitors on Google.

The right SEO strategy can help you combat any issues caused by the latest algorithm updates. Get in touch with a leading search engine optimization company for advanced SEO solutions.