Considered the most significant advance of Google in the last five years in the field of research understanding
and search intent, Google BERT is at the heart of the concerns, worries, hopes,
and insomnia of SEO professionals. . According to the American search engine,
around 10% of queries will ultimately be affected by this algorithm update. So,
a real turn for SEO or umpteenth revolution with no real impact ?1st
Position, SEO
services in Lahore, helps you understand and evaluate BERT's impact on the
SEO of your site and how to optimize your site.
WHAT IS BERT?
BERT is a language model created
by Google, whose objective is to improve the understanding of Internet users'
search intentions on the Google search engine. This novelty is based on a
neural network for natural language processing, known as NPL for Natural
Language Processing. Artificial intelligence enriches the search experience.
Bert stands for Bidirectional Encoder Representations from
BERT, CONTEXTUALIZED AND MORE CONVERSATIONAL
RESEARCH
The deep learning associated with
the NPL facilitates understanding the research intention and introduces a new
way of seeking information. With BERT, Google wants to treat an expression as a
coherent set of words in a particular context rather than a series of words
dissociated from one another. For example, the linking words can indicate the the direction of the Search, the search intent of the Internet user.
By processing the entire query
taking into account the word order, the BERT algorithmic update and its natural
language analysis models make it possible to consider the context of the Search
as a whole. Once the context is mastered, the search engine can provide more
precise and relevant results, thus improving the search experience.
But why do the Google Search
teams floor on the subject when all Internet users are now accustomed to
entering understandable requests for robots? Quite simply because the engines
adapt to new uses and the new habits of its users! And among the new uses in
terms of Search... voice search (obviously). Smartphones, tablets, connected
speakers, and televisions generate more and more oral searches daily: Amazon,
Apple, and especially Google must be able to understand these searches. Oral
searches are often longer, more complex, and structured in a more natural way
(question, a full sentence, etc.). In short, these are requests that are
directly impacted by BERT!
"Research is about
understanding language. It's our job to figure out what people are looking for
and bring up useful information on the web, no matter how you spell or combine
the words in your query. Although we have continued to improve our language
comprehension skills over the years, we still fail to get it right, especially
with complex or conversational queries. This is one reason people often use a
search engine, typing in strings of words that they think we will understand,
but it's not really how they would naturally ask a question. Question.
With our research team's latest
advancements in the science of language comprehension - made possible by
machine learning - we're dramatically improving how we understand queries,
which is the biggest leap forward in the past five years, and one of the
biggest steps forward in the history of Research. "
In his post, he reminds us that
Search is a vast area where improvements are always possible. New versions will
undoubtedly accompany BERT to make it easier to understand the research intent
so dear to SEOs. Moreover, understanding the search intent is one of our good
resolutions to be visible on Google in 2020.
WHAT IS THE IMPACT OF BERT ON SEO?
Does a new Google update
necessarily imply a change in an SEO strategy? Not really in the case of the
deployment of Google BERT! Despite the very innovative nature of the Google
teams, BERT will not upset the daily lives of traffic acquisition managers.
Indeed, if you already apply Google's guidelines, there is no reason to change
your habits and completely modify your website.
If Google announces that one in
10 searches will be affected by BERT, that does not mean a total change of 10%
of your positions. Only slight variations (hardly perceptible in the short
term) are expected, mainly on long and conversational requests! You will see
that you must continue to focus on content.
HOW TO OPTIMIZE A SITE FOR BERT?
As a reminder, BERT is especially
suitable for complex searches related to natural language
·
Long requests
·
The questions
·
Voice searches
Google BERT aims to improve each
query's understanding to uncover the search intent behind it and tailor
responses. As usual, according to the search engine, there is nothing to do to
optimize your site for BERT, the same story as for the deployment of RankBrain
and the other filters.
"There is nothing to
optimize with BERT, nor to rethink. The fundamentals of our Research, rewarding
excellent content, remain unchanged," says Danny Sullivan, public
relations officer at Google Search.
However, I can only advise you to
follow a few avenues to optimize your site for BERT (if you haven't already!):
WRITE CONTENT IN NATURAL LANGUAGE
However, John Muller (another
voice that matters at Google) offers advice for success in the age of deep
learning in the field of Search. According to him, webmasters must write as
naturally as possible and produce quality content to optimize their website for
Google Bert. Indeed, if you still write to please only robots with exhaustive
lists of keywords without any logic, it is possible that your site loses invisibility
and that your traffic decreases.
WRITE FOR SEARCH ENGINES
Pleasing search engines is not a
sufficient reason to write content on a website. Gaining visibility and
acquiring traffic is only a consequence of content creation. The latter must be
motivated by the need to respond to Internet users' requests, inform them, or
entertain them. Stop keyword stuffing in favor of more natural phrases!
GET TO THE POINT
One of the biggest challenges for
SEO in the BERT age is not how Google understands the content on sites, but
aims to better understand what a user is looking for. This means that for SEOs,
the key here is to be more specific about the queries or questions your content
needs to answer. The best content - put forward by Google - is that which meets
and satisfies the needs of users.
The point is that the content is
often devoid of all the linking words or pronouns of the targeted keywords,
thinking that is what people are looking for. Long-tail keywords, and link
words, contained in these searches should not be forgotten, but that is exactly
what BERT is trying to accomplish. Rather than focusing only on keyword
research tools, use other tools to target the right queries :
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