Since March 1998, when google invented PageRank. Google began to constantly work on updates and new algorithms. Their goal to assure to make ranking factors based on transparency, search intent and quality. With the launch of the Google Toolbar PageRank in 2000, the concept of SEO began to develop actively. Since then, new algorithms “delight” site owners and optimizers almost every month.
Hiltop, Boston, Kassandra, Esmeralda, all versions of Panda, Penguin, Hummingbird, Dove, and other algorithms set new standards. Also, new challenges and tasks for SEO specialists. Since October of last year, when doing SEO for websites you will have to take into account another brand-new algorithm – Google BERT.
The questions are: What is it and how does it affect the SEO efforts for my page? How to take it into consideration when doing SEO and optimizing your page for the success of organic but also for PPC? Let’s get to know this newbie closer and find out what to expect from it.
Neural Network and Natural Language Processing explained
Lt’s ease the understanding and further discussion and the features of the algorithm. You need to determine the essence of the concepts of “neural network” and “natural language processing”.
A neural network is the basis of an image recognizing algorithm. Neural networks help categorize images and recognize handwriting. They can even predict changes in financial markets. Neural networks tested on data sets before deployment to improve pattern recognition.
By the way, when Google opened the BERT code for free use. They reported that the algorithm was pre-tested on the Wikipedia text body.
Natural Language Processing (NLP) is one of the main tasks of artificial intelligence. The purpose of this is to teach the computer to understand the natural communication of people. You can notice the results of its development in the work of chatbots. The auto help of words when typing on a smartphone. Also the tracking of the use of certain words, phrases, and queries on social networks.
What is BERT and how does it work?
According to an official statement from Google, the BERT algorithm is a significant and major search update for the company. The launch of this algorithm will help to better understand the purpose of user searches. This means that the system will produce more accurate and correct results. The company presented BERT as “One of the biggest breakthroughs in the search history.”
The goal of a search engine is always to show its users as accurate of a search result as it can. To save time, searching and provide exactly what the searcher wanted to find. An algorithm, which can identify the intent of a search query exact is the ultimate tool.
Now let’s look at the facts to make it clearer what the BERT algorithm is.
Goggle announced BERT in the fall of 2018, in November of the same year, Google made the algorithm code open. This means that any web studio can use it to train its language analysis system. And in October 2019, the company launched an algorithm in the search network.
What does BERT stand for?
It is an abbreviation for the term Bidirectional Encoder Representations from Transformers. In fact, this is a new method of processing natural language based on a neural network. It affects the ranking of some pages in search results and the formation of snippets.
How does BERT affect Google and Google’s capacity for capturing search intents?
BERT’s enhanced Google’s capacity to better understand the context of keywords in queries. For example, the phrases “nine to five” and “a quarter to five” contain a particle “to”. So, two versions have different contextual meanings.
What about the impacts? To the average person, the difference is understandable, but the search engine has difficulties. Google BERT is a new search algorithm to distinguish between these nuances to get more relevant results.
How does BERT differ from RankBrain?
Research and look more closely at the topic. You’ll discover that you can use these algorithms for a better search experience.
Perficient Digital General Manager Eric Eneg described RankBrain as follows. “The first thing you need to understand about RankBrain is that it works along with the usual search ranking algorithms. This is to correct the results obtained from these algorithms.” RankBrain looks at the current query, finds similar queries in the past, and then adjusts the results.
RankBrain also helps the search engine interprets the user’s query in such a way to display the correct results. Even if there were no keywords in the query. So, after searching for “landmark height in Paris”, Google returned information about the Eiffel Tower. Despite the fact that it was not mentioned in the request itself.
BERT works on a different principle. BERT is a bidirectional algorithm, and this is precisely its main difference.
It analyzes the entire contents of the query before the word. And after that to better understand the context, determine the correct meaning and relevance of the word. And the very “breakthrough” that Google’s representatives are talking about is that BERT is able to learn language models. Taking into account all the words in the query or sentence (bi-directional training).
The traditional method based on a systematic sequence from right to left or vice versa. So, BERT has become a critical improvement in the development of natural language processing systems.
The new BERT algorithm is not designed to replace RankBrain at all. Both of these algorithms used to process requests and analyze content on web pages. To make information search easier and provide the user with relevant and relevant results. To understand the request, Google can use several methods at once. They work together to provide accuracy.
How does BERT affect SEO, Organic visibility and traffic for my website?
If after reading a short mention of the new algorithm you fall into a panic about how to optimize sites for it – stop! Google says the new Google BERT algorithm will affect only 10% of search queries. This will have some effect on organic visibility and traffic. But these will be very minor changes. Knowledge of how to optimize for BERT can definitely be a strategic advantage. And can help with SEO and organic website success. Understanding what it means and the effects enable you to adjust the structure of your page, content, and keywords.
Besides, google deployed the algorithms in 2019 at first for queries in English. Although it plans to work with all languages provided in the search engine. It does not yet have a timeline set. This means English-speaking users will notice positive changes in the accuracy of search results. Domestic sites at the moment do not notice any special changes.
As for the recommendations, you need to optimize your SEO efforts with the new algorithm in the following way:
- Post content as per the information architecture and cover the needs for the intent.
- Expand pages with content, add relevant queries from search visibility to texts.
- Use low-frequency queries from Google search suggestions.
But remember, Google still stands for good, high-quality written content, which is useful to the user. Using keyword stuffing or other black hat SEO practices won’t work on the new algorithm.
So we have known about BERT. Also, how the launch of the new algorithm will affect SEO and the success of your website. To summarize everything described above, we can divide the consequences into two groups:
1. Those that relate to optimizers – before creating Title and H1, it was necessary to choose between creating a Title for CTR and a Title for SEO. The implementation of the algorithm will allow you to adapt the meta tag to the requirements of CTR. Without risks for search engine optimization. However, this innovation requires testing.
2. For users, the new algorithm significantly improves the relevance of search results. In addition, the issuance of information by voice requests will significantly improve. And this is especially true, given the fact that most users use smartphones and voice search to surf the Internet.
We can safely say that BERT is a breakthrough in solving the problem in the field of natural language processing. This is having a big impact on organic searches and which will have an even greater impact on the future of SEO.
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