When Google introduced BERT, it wasn’t just another tweak to their search algorithm. It was a significant leap forward in how the search engine understands language. BERT, which stands for Bidirectional Encoder Representations from Transformers, is a type of AI that helps Google interpret search queries more like a human. But what does this mean for SEO, and how can you make sure your content aligns with this update? Let’s break it down.
We'll look at what BERT does, why it matters, and how it can influence your website’s rankings. By the end, you'll have a better grasp of how to shape your content strategy to meet the needs of this AI-driven update and ensure your content is understood by Google as intended.
What Exactly is BERT?
BERT is a neural network-based technique for natural language processing. Essentially, it's a way for computers to understand the nuances and context of words in a sentence, rather than looking at them in isolation. Before BERT, search engines often struggled with understanding the subtleties of human language. This meant that queries with prepositions like “for” and “to” could easily trip up a search engine’s understanding.
Imagine searching for “book a flight for my mom to New York.” Without BERT, Google might have focused on “book a flight” and “New York,” potentially missing the importance of “for my mom.” Now, with BERT, Google is better at grasping that you’re booking a flight for someone else, which could change the search results significantly.
For those who are tech-savvy, BERT’s innovation lies in its ability to look at words in relation to all the other words in a sentence (bidirectional), rather than one-by-one in order. This allows it to understand context more deeply, making your search results more relevant.
Why BERT Matters for SEO
SEO has always been about aligning your content with what people are searching for. With BERT, the game has changed from just matching keywords to understanding intent. This means that your content needs to be written in a way that reflects natural language and genuine intent rather than keyword stuffing.
What this boils down to is that BERT is looking for content that aligns with the way people naturally write and speak. It's less about hitting the right keywords and more about providing valuable, informative content that answers users’ questions. This shift means you need to focus on writing for humans, not just search engines.
Practically, this means you should focus on creating content that is genuinely useful and answers specific questions. It’s about understanding your audience and crafting content that meets their needs, which aligns with BERT’s ability to understand context and intent.
Crafting Content with BERT in Mind
So, how do you write content that plays nice with BERT? The key is to think about the questions your audience is asking and provide clear, direct answers. Here’s how you can do that:
- Understand your audience: What are their pain points? What questions are they asking? Use tools like Google’s “People also ask” feature to gain insights.
- Focus on clarity: Write in a clear and concise manner. Avoid jargon unless it’s necessary and your audience understands it.
- Use natural language: Aim for a conversational tone in your content. This doesn’t mean dumbing it down, but rather making it more accessible.
- Answer questions directly: If someone is searching for a specific answer, provide it as directly as possible. Use the question in your headings and answer it right away.
By focusing on these elements, you’re more likely to create content that BERT can understand, which in turn can help improve your rankings.
The Role of Long-Tail Keywords
Long-tail keywords have always been a friend to SEO strategists, and with BERT, they’re even more important. Long-tail keywords are essentially longer, more specific phrases people use when searching, often because they’re closer to making a decision or need a specific answer.
BERT excels at understanding the context and intent behind long-tail keywords. This means that targeting these phrases can help your content perform better in search results. For example, instead of targeting a broad keyword like “running shoes,” you might focus on “best running shoes for flat feet.” This approach helps to narrow down the search intent and attract more qualified traffic.
To effectively use long-tail keywords, consider:
- Using tools like Google Keyword Planner or Ubersuggest to find relevant long-tail keywords.
- Incorporating these keywords naturally into your content, especially in headings and subheadings.
- Ensuring that your content genuinely addresses the specific query or problem posed by the long-tail keyword.
By aligning your content with these specific phrases, you’re more likely to meet the needs of your audience and benefit from BERT’s enhanced understanding of search intent.
Improving Content Readability
Readability is more important than ever with BERT’s focus on natural language. If your content is difficult to read or understand, it won’t just frustrate your readers—it might also confuse search engines.
Here are some tips to improve your content’s readability:
- Shorten sentences and paragraphs: Keep your sentences concise and your paragraphs short to make your content more digestible.
- Use headings and bullet points: Break up long blocks of text with headings and bullet points to improve readability.
- Choose simple words: Where possible, use simpler words that are easier to understand without losing the intended meaning.
- Incorporate images and diagrams: Visual aids can help explain complex concepts and keep readers engaged.
By making your content easier to read, you improve the user experience, which can lead to better engagement and higher rankings.
Leveraging Structured Data
Structured data is a way of organizing your content so that search engines can better understand its context. While BERT focuses more on natural language, structured data can complement this by providing Google with additional information about your content.
Think of structured data like adding labels to a filing system. It helps search engines categorize and understand your content, making it more likely to appear in relevant search results. This can be especially useful for enhancing your content’s appearance in search features like rich snippets or knowledge panels.
To get started with structured data:
- Identify relevant schema types: Use schema.org to find structured data types that match your content.
- Implement structured data: Use a plugin or manually add structured data to your HTML.
- Test your structured data: Use Google’s Rich Results Test to ensure your structured data is correctly implemented.
While structured data doesn’t directly impact rankings, it can enhance your visibility in search results, making it a valuable tool in your SEO arsenal.
Monitoring and Adjusting Your Strategy
SEO is not a set-it-and-forget-it process, especially with updates like BERT. It’s crucial to monitor your performance and adjust your strategy accordingly. Keep an eye on metrics like organic traffic, bounce rate, and keyword rankings to understand how your content is performing.
If you notice a drop in performance, it might be time to reevaluate your content strategy. Consider conducting an SEO audit to identify areas for improvement. This could involve refreshing outdated content, optimizing for new keywords, or improving the readability of your pages.
Remember, SEO is an ongoing journey. Regularly updating and optimizing your content will help you stay ahead of the curve and maintain strong performance in search results.
How BERT Impacts Different Industries
BERT’s impact isn’t limited to any one industry. It affects how information is found and used across various sectors. For instance, in healthcare, BERT helps users find specific and accurate medical information. In the ecommerce sphere, it aids in finding products that meet specific needs, like “eco-friendly cleaning products for sensitive skin.”
Understanding how BERT affects your industry can help you tailor your content strategy. Consider how people in your field search for information and adjust your content to meet those needs. This might involve focusing on industry-specific long-tail keywords or creating content that answers common questions within your niche.
By aligning your content with BERT’s capabilities, you can improve your visibility and better serve your audience, regardless of your industry.
Final Thoughts
BERT has reshaped the way search engines understand and process language, emphasizing the importance of context and intent in SEO. By creating content that is clear, direct, and aligned with your audience’s needs, you can better position yourself for success in this new search landscape.
If you’re looking to leverage this understanding of BERT to drive more traffic and convert that traffic into paying customers, consider reaching out to Pattern. We don’t just focus on rankings; we focus on results. Our programmatic landing pages and conversion-focused content can help you reach more people who are ready to buy. We believe in using SEO as part of a bigger growth strategy, ensuring every dollar you invest delivers real ROI. Let us help you turn SEO from a guessing game into a growth channel that drives sales and lowers customer acquisition costs.