How to use data science for search engine optimization?

What is BERT?

BERT was introduced by Google. BERT is Google’s neural network-based technique for Natural Language Processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers. BERT is the biggest change in search since Google released RankBrain. Simply put, BERT helps computers understand language closer to how humans do. According to Google, BERT helps the system get a better understanding the nuances and contexts of words in searches and then be better able to match these queries with their corresponding results which would be more relevant to the search query. It is also being used for featured snippets across all languages.

One very important thing that SEO professionals need to understand that a website cannot be optimized for BERT or even RankBrain, since they are fundamentally designed for better understanding the search queries and delivering ever more relevant results for these queries. The algorithms behind these processes do not impact how websites get evaluated or even how they get matched to their search queries.

How can data science help SEO professionals? 

Data science helps SEO professionals by letting them:

1. Visualizing which combinations would have the potential to create the biggest impact
2. Understanding the needs of the target audience and build their campaigns accordingly
3. Understanding the consumer preferences and the challenges they face
4. Identifying the referral sources of converting traffic
5. Verifying the various parameters like the loading time, indexing, bounce rate, response errors, and redirects
6. Verifying which URLs are the most crawled and which are the least crawled
7. Identifying the pages that don’t need to be indexed by the crawlers
8. Picking up the sources of unusual traffic