BERT Algorithm: A Beginner's Guide

Search Engine Optimization (SEO) is an ever-evolving discipline, with Google regularly updating its algorithm to provide better (see penguin, panda, mobilegeddon, and hummingbird updates), more relevant search results. One of the most groundbreaking updates to Google’s algorithm is the introduction of BERT in 2019. This change has reshaped the landscape of how content is ranked and what factors matter the most when trying to achieve optimal visibility in search engine results.

In this comprehensive guide, we’ll explore what BERT is, how it has affected SEO, and how you can leverage it for your website.

What is the BERT Algorithm?

BERT, short for Bidirectional Encoder Representations from Transformers, is a deep learning algorithm related to natural language processing (NLP). The primary goal of BERT is to help Google better understand the context of words in a search query, rather than treating them as individual tokens.

For instance, prior to BERT, if someone searched for “2019 Brazil traveler to USA needs a visa,” Google might focus too heavily on specific keywords like "Brazil," "traveler," and "visa" without understanding the relationship between the words. However, with BERT, Google better understands the nuanced meaning of "traveler to USA," which is crucial for providing the right answer. BERT reads the sentence in both directions (from left to right and right to left), allowing it to grasp the full context, not just isolated words.

Essentially, BERT allows Google to understand queries more like how humans would, giving more weight to natural language semantics than just keyword matching.

The Effects of BERT on SEO

Now that we understand the basic principles behind BERT, the critical question is how does it impact SEO and content creation? Here's a breakdown of the most significant changes:

Improved Understanding of Long-Tail Queries

BERT has enhanced Google’s ability to interpret more complex, conversational queries, especially those that use natural language. This is crucial because voice search has been growing, and these queries are often more conversational. Previously, many long-tail search queries were not fully understood by search engines, which led to irrelevant results.

From an SEO perspective, this means you need to optimize for more natural language phrases rather than stuffing content with awkward keywords. Creating content that directly answers questions in a natural and human-friendly way will improve your chances of ranking.

Contextual Relevance Over Keyword Matching

Traditional SEO often focused on matching exact keywords. However, BERT’s introduction means that context matters more than ever. Google can now distinguish between different meanings of a word based on how it's used in a sentence.

For example, the word "bat" could mean a flying mammal or a sports instrument, depending on context. With BERT, Google is more likely to understand which "bat" a user is referring to by considering the surrounding words.

Therefore, semantic SEO has become more important. Content should be crafted to match the intent behind search queries, with a focus on relevance and clarity.

Decreased Importance of Keyword-Based Optimization

While keywords still matter, the days of relying on rigid keyword optimization strategies are waning. You should no longer focus solely on single keywords but consider topic clusters that allow you to cover a broad subject area comprehensively. This allows your content to be relevant for a wider range of search queries without focusing excessively on the exact phrasing.

Better Performance for Question-Based Queries

BERT is highly effective at understanding the nuances of question-based search queries. These often involve complex relationships between words, such as "can I buy antibiotics without a prescription?" or "best ways to lower blood pressure without medication." The ability to capture the specific meaning behind these queries helps Google deliver more accurate results.

Optimizing for question-based content with detailed answers and structured data can help improve your visibility for these searches.

Best Practices for Optimizing Your Content for BERT

Given the implications of BERT, here are several SEO strategies to help you optimize your content for this new era:

Focus on High-Quality, In-Depth Content

BERT rewards content that thoroughly addresses the topic and provides value to users. Thin content or content that doesn’t fully answer the user’s question is less likely to rank well. Google’s understanding of natural language means it can better evaluate whether a page is genuinely helpful. Focus on comprehensive and informative content, ensuring it’s the best answer for a given query.

Optimize for User Intent, Not Just Keywords

Understand the search intent behind keywords. Are users looking for information, making a purchase, or navigating to a website? Create content that satisfies this intent, not just content that is stuffed with keywords. You should aim to solve the user's query as clearly and succinctly as possible.

Use Conversational Language in Your Content

Natural language is the key to winning in a post-BERT world. Instead of forcing in awkward keywords, use conversational phrases that users might actually speak or type into the search bar. This makes your content easier for both Google and your audience to understand.

Leverage FAQs and Structured Data

BERT has made it easier for Google to match question-based queries to the right answers. By using FAQs and answering common questions in your content, you can better target users who use these types of searches. Additionally, using structured data like FAQ Schema can help search engines understand your content even better, improving your chances of ranking in rich results.

Improve Content Readability

Since BERT focuses on understanding the natural flow of language, your content should be easy to read and follow. Break up long paragraphs, use bullet points, and ensure that your content flows logically. Use headings and subheadings to guide the reader through your article.

How BERT Impacts Voice Search and Mobile SEO

Voice search is growing rapidly, and BERT plays a significant role in helping Google interpret these voice-based queries. Since voice searches tend to be more conversational, optimizing for BERT helps you target these types of queries better.

Similarly, mobile SEO is more critical than ever, especially with the increasing use of voice search on mobile devices. BERT helps ensure that mobile search results are more relevant to the user’s intent, which is crucial given the limited screen space on mobile devices.

By focusing on the readability of your content, ensuring it is mobile-friendly, and answering natural language queries, you can optimize for both voice search and mobile SEO in one fell swoop.

FAQs About BERT Algorithm and SEO

Does BERT replace traditional SEO techniques?

No, BERT doesn’t replace traditional SEO but adds another layer to it. You still need to focus on foundational elements like site speed, mobile optimization, and backlinks, but BERT shifts the focus towards understanding natural language and search intent.

How does BERT affect local SEO?

BERT can improve local SEO by better understanding long-tail, conversational queries that are often used for local searches (e.g., “best Italian restaurant near me open now”). Ensuring your local content is natural and relevant can help.

Can I optimize my site specifically for BERT?

You don’t optimize directly for BERT in the same way you would for, say, mobile SEO. Instead, optimizing for BERT involves producing high-quality content that addresses user intent in natural language.

Does BERT make keywords irrelevant?

No, keywords are still relevant, but the focus has shifted from exact keyword matching to understanding the context behind the search query. Keywords now need to be used within content that addresses the user’s intent, not just the literal word.

What types of content benefit the most from BERT?

Content that answers complex, question-based, or conversational queries tends to benefit the most from BERT. Long-tail queries that might have been misunderstood by search engines before are now better understood thanks to BERT.

Hike SEO: Simplifying SEO for Everyone

At Hike SEO, we understand that SEO can be complex, especially with constant updates like BERT. Our platform is designed to simplify SEO for small businesses, giving you the tools and insights you need to succeed without the confusion. With step-by-step guidance, keyword suggestions, and regular updates to match Google’s latest algorithm changes, Hike SEO helps you rank higher with ease.

Start optimizing your website today with Hike SEO. Try it now and see how we can help your business grow online.