Upcoming GOOGLE BERT algorithm is bringing forward amazing changes that will help brands and individuals to contribute more. It is by far one of biggest GOOGLE updates of year 2019 – that should be affecting more than 10% of all search queries. What is BERT? BERT stands for Bidirectional Encoder Representation from Transformers, in a nutshell, it will help GOOGLE to understand better about NLP (natural language processing). Today, internet is full of information, news, and updates about BERT. But how will it affect SEO’s and Content Strategists?
First, this update really matters, and you should spend more time learning about it. There is a good chance that this algorithm will affect your client’s website in near future. There can be so many examples related to how BERT is optimizing search queries that internet is literally full to it.
Key Change In Content Strategy
Generally, there is three major types of queries people make when performing any research:
For example, how can grow your bank account and make a lot of money. Many people search “how to earn money”. And, once they perform search, they may find a plethora of solutions about ‘money coach’. Then you can perform more transactional queries like ‘books by money coach’.
Now mostly people create super long content because their SEO’ers say so but BERT does not focus on word count. What is its focus? The answer is ‘quality’. GOOGLE BERT focuses on quality. Additionally, focusing on keywords density is become obsolete practice.
So, your opportunity here is creating highly specific content that orbits around a specific topic. It is not necessary to create long content (as discussed earlier) but to go on with intend based content. Please don’t get it wrong, it doesn’t mean that long content will not work. In year 2019 long content worked perfectly for SEO’s. With GOOGLE BERT it is time to take a step forward.
There is lot of primary impact on search queries near top-of-the-funnel and informational queries. BERT is bringing forward spotlight on information queries. Why is that? One reason behind it is that as comparison to navigational queries and transactional queries – informational queries tend to have more ambiguity attached to them. BERT will be playing a big part in deciphering ambiguity so that user has clear and more direct answers.
Currently, there is amazing shift of focus that is underway. Earlier we all had our eyeballs on long-tail keywords and questions. With BERT this direction is becoming clearer and however it is moving away from keywords density, but we in near future we will having more direct answers to information queries.
Moving along BERT – notion that longer content is generally better is thing of past (as discussed earlier). Now we have to create shorter, more concise content that can be easily applied to number of places. It is a good takeaway for reader as they don’t have to go through long read for answers.
Google BERT is quantity or quality. In a nutshell, create high-quality content while keeping your audience in focus. Next, fine-tune your content marketing strategy and align it with BERT updates. Try creating awesome content that is intend-based and answer your target user’s information queries.