🅱️ for BERT
No, I’m not making this one up, BERT is Google’s latest initiative to understand more complex search queries more efficiently.
BERT stands for Bidirectional Encoder Representations from Transformers – sounds complicated right? Well, it is…and there’s some very in-depth studies out there into all this stuff around NLP (natural language processing).
What does this all mean then? Well, in short, Google is now better at understanding search queries like (from their example) “2019 brazil traveler to usa need a visa” – we know this is someone from Brazil looking to travel to the USA. Before BERT, as they say “Previously, our algorithms wouldn’t understand the importance of this connection, and we returned results about U.S. citizens traveling to Brazil.”
There’s MUCH more to it than that, the key thing to takeaway is that Google can serve more intelligent answers to more complex search queries. You, as a site owner, need to keep writing great, unique & informative content about your services – & they will take care of the rest. You can’t directly optimise for BERT, so beware of anyone offering this as a new ‘seo service’.
That’s about it – think longer queries, not brand/main search terms and things will be ok.