Say Hi to – Google BERT Update
Now it’s open to the world that Google has changed its Search algorithm, so let us all welcome BERT with open arms!
What is BERT?
BERT stands for Bidirectional Encoder Representations from Transformers. It is a neural network-based technique for NLP (natural language processing) pre-training. In casual words, it is a method that can be used to help Google discern the context of words in search queries more aptly.
Let’s Understand by an Instance
Let’s say there are two phrases – “nine to five” and “quarte to six”. Both of these have different meanings. One is determining a nine to five job schedule. Other is stating a particular time of the day. Coming to this conclusion is easily understandable by the human mind, but the “to” here has the same meaning to the earlier search engine algorithm. Now, BERT can check the context of these sentences and hence say that these are two different phrases. Thus, it presents different search results.
That said, Google’s BERT update will help the company understand better what people are trying to search or think. BERT will impact 10% of searches, meaning it’s likely to have some impact on your brand’s organic visibility and traffic. With the Google BERT Update, Google aims to improve the interpretation of complex long-tail search queries and subsequently display apposite search results. By using Natural Language Processing, Google has dramatically improved its ability to understand the semantic context of the search term.
How Does BERT help the readers?
The BERT algorithm helps a machine understand what words in a sentence mean, but with all the context. So, BERT frames the relation of words in a phrase and therefore understands the context. Meaning, BERT can figure out the full meaning of a word by looking at the words that come before and after it. This bi-directional part of NLP makes BERT unique.
BERT is currently being applied to the part of the rich snippet, as Google believes rich snippets leads to ultimate page clicks in any market.
The most important takeaway from this BERT update is that Google is yet again becoming closer to understanding the language on the human level. For rankings, it means that it will present results that are a better fit for any search query, and that can only be a good thing for all readers.
All in all, what Google is trying to convey by this BERT update is-
Push only appropriate content on your site, making the knowledge pool score high as always.
In case you’re overwhelmed by the Google BERT update, always remember that the Hypr team is here for you. You can ping us anytime to get a free consultation on how to optimize your website as per BERT.