How can you optimize your content for Google's BERT update?

1 Focus on user intent

One of the main goals of BERT is to provide the best answers to users' questions, not just keywords. Therefore, you need to focus on the intent behind your target audience's queries, and create content that satisfies their needs and expectations. You can use tools like AnswerThePublic, Google Trends, or Google Search Console to find out what questions your potential customers are asking, and how they phrase them. Then, you can craft your content around those topics, and provide clear and comprehensive answers.

2 Write naturally and conversationally

BERT can detect and penalize unnatural and spammy content that tries to manipulate the algorithm with keyword stuffing, poor grammar, or irrelevant information. Instead, you should write naturally and conversationally, as if you were talking to a real person. Use simple and clear language, avoid jargon and technical terms, and structure your content with headings, subheadings, paragraphs, and lists. You can also use tools like Hemingway Editor, Grammarly, or Yoast SEO to check and improve your readability and tone.

3 Use long-tail keywords and variations

BERT can understand the meaning and nuances of long-tail keywords, which are more specific and descriptive than short-tail keywords. Long-tail keywords can help you target more qualified and relevant traffic, and rank better for voice search, which is becoming more popular and natural. You can use tools like Ubersuggest, SEMrush, or Ahrefs to find and analyze long-tail keywords related to your niche, and use them in your content. You should also use synonyms, variations, and related terms to enrich your vocabulary and avoid repetition.

4 Optimize for featured snippets

Featured snippets are the boxes that appear at the top of the search results, and provide a quick and direct answer to a user's query. BERT can help Google select the best content for featured snippets, based on the context and intent of the query. To optimize your content for featured snippets, you should identify the questions that your audience is asking, and provide concise and accurate answers in your content. You should also use headings, bullet points, tables, images, or videos to format your content and make it easier for Google to extract and display it.

5 Update and audit your content regularly

BERT is not a one-time update, but a continuous process that Google will use to improve its search engine. This means that you need to update and audit your content regularly, to make sure that it is still relevant, accurate, and helpful for your audience. You can use tools like Google Analytics, Google Search Console, or Screaming Frog to monitor your traffic, rankings, and performance, and identify any issues or opportunities. Then, you can revise, refresh, or remove your content accordingly, and keep it aligned with the latest trends and best practices.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?