Google BERT: What Is It and Should It Change Your Approach to SEO

Search engine optimization (SEO) is a constantly evolving field, and it can be tough to keep up with the latest changes and updates. One of the latest developments to shake up the SEO world is Google BERT. But what exactly is Google BERT, and should it change your approach to SEO?

What is Google BERT?

BERT stands for "Bidirectional Encoder Representations from Transformers," and it's a new algorithm that Google introduced in October 2019 to better understand natural language and intent in search queries. Prior to BERT, Google's algorithm mainly relied on matching keywords in a query to the keywords on a webpage. BERT, however, takes into account the context and intent behind the query, which allows Google to better understand the searcher's intent and provide more relevant results.

How Does Google BERT Work?

BERT works by analyzing the words in a query in relation to each other, rather than just looking at individual keywords. This allows the algorithm to understand the context and intent behind a query, which in turn helps Google provide more relevant results.

For example, the query "do estheticians need to be licensed?" can have a different meaning than "Where can I find licensed estheticians?" BERT is designed to understand that the words "licensed" & "estheticians" are more relevant in the second query than the first one and so on.

From Keyword Matching to Keyword Intent Matching

BERT's ability to understand the context and intent behind a query means that keyword matching is no longer the primary focus of SEO. Instead, it's all about keyword intent matching. This means that rather than simply including keywords on your webpage, you need to focus on providing the information that the searcher is looking for in their query.

So, What's The Difference Between BERT and RankBrain?

BERT is a more advanced version of RankBrain, which was introduced in 2015. Like BERT, RankBrain also focuses on understanding the intent behind a query, but BERT takes it a step further. BERT is able to understand more complex queries and more nuances in natural language, which allows it to provide even more relevant results.

Should You Change Your Approach to SEO?

If you want to stay ahead of the curve with SEO, it's important to understand the impact of BERT and adjust your strategy accordingly. This means focusing on keyword intent matching rather than keyword matching and producing high-quality, informative content that addresses the needs of your target audience.

Corindians can help you stay up-to-date with the latest SEO trends and changes, and create a strategy that will help you achieve your goals. Whether you need help with keyword research, content creation, or technical optimization, we're here to help.

Conclusion

Google BERT is a game-changing update to the search algorithm and it is important for businesses to stay updated with the changing algorithm and trends in order to keep their website and content visible in the search results. Corindians can help you navigate this ever-changing digital landscape and ensure that your website is optimized for BERT and other search algorithms.

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