What is Google BERT
BERT stands for “Bidirectional Encoder Representations from Transformers” and is a neural network-based technique for pre-training in natural language processing or “NLP.” It is about machine learning and artificial intelligence. This new update is essentially aimed at better interpreting the “intent of search queries.” It is basically a better interpretation of the natural language used by Internet users when formulating their searches. This is a fundamental trend announced by Google and associated, in particular, to the rise in power of voice searches performed in our smartphones or personal assistants such as Google Home. Here are some pointers on what Google BERT is and how to consider it in your SEO campaign.
How it works
Bert is a Transformers model. A transformer is a model that works by performing a small constant number of steps. At each step, it applies an attention mechanism to understand the relationships between the words in the sentence, regardless of their respective positions.
BERT and SEO
There are no specific optimization options for this update. The main concern with BERT is Google’s understanding of human language. Search queries need to be better understood in terms of complexity. This only confirms the importance of relevant and complete content. It is still important that the texts correspond to the search intent of the users and must be formulated accordingly.
It’s up to you
BERT is designed to give the user what they are looking for, so it is up to you to find the right answer to their request. Therefore, today, more than ever, it is very relevant to focus on the quality of its content and its fluidity. The content must be structured, offer unique and informative content, be understandable and respect the rules of spelling and grammar. The algorithm will no longer be satisfied with learning a result just if the keywords are relevant. BERT will analyze the keywords, but also the way they are integrated into the content. It will analyze the meaning of the sentence in which the keyword is found to determine if this page meets the user’s request.
When learning about what Google BERT is remember: all the latest updates from Google tend to favor content that brings great added value to Internet users. Therefore, it is more important than ever to focus exclusively on creating high-quality content.