What is the Google BERT Update
Google has launched what it describes as its most significant update in five years. The BERT update affects approximately 10% of search queries. But what exactly is BERT, and what implications does it have for SEO?
BERT is a Major Google Update
Google states that this update primarily influences complex search queries that rely heavily on the context of the query.
From Google’s announcement:
“These enhancements focus on better understanding of language, especially in the context of more natural, conversational queries. With BERT, Google Search can now comprehend the subtleties and context of words in search queries more effectively, ensuring that responses align more closely with user intent.
Particularly for queries that are longer, more conversational, or those that hinge on prepositions such as ‘for’ and ‘to,’ which are critical to the query’s meaning, Google can now grasp the context of the words more precisely. This allows users to search in a way that feels most natural to them.”
What is the BERT Algorithm?
Described by search algorithm patent expert Bill Slawski of GoFishDigital:
“BERT, or Bidirectional Encoder Representations from Transformers, is a natural language processing pre-training approach that is applied to a vast corpus of text. It handles complex tasks such as entity recognition, part of speech tagging, and question answering among various other language processing functions. BERT has been pivotal in helping Google enhance its understanding of natural language text from the Web.
Google has made this technology open source, leading to various adaptations of BERT by others in the field.”
The BERT algorithm is a sophisticated deep learning algorithm related to natural language processing, designed to assist machines in understanding the meaning of words in sentences, but with a keen attention to contextual nuances.
Related: BERT Explained: What You Need to Know About Google’s New Algorithm
BERT and On-Page SEO
When queried about the implications for SEO, search algorithm expert Dawn Anderson mentioned:
“The BERT update is not going to favor sites with poor content. Only well-crafted, contextually strong content stands to benefit.”
What is the Google BERT Update
Google has launched what it describes as its most significant update in five years. The BERT update affects approximately 10% of search queries. But what exactly is BERT, and what implications does it have for SEO?
BERT is a Major Google Update
Google states that this update primarily influences complex search queries that rely heavily on the context of the query.
From Google’s announcement:
“These enhancements focus on better understanding of language, especially in the context of more natural, conversational queries. With BERT, Google Search can now comprehend the subtleties and context of words in search queries more effectively, ensuring that responses align more closely with user intent.
Particularly for queries that are longer, more conversational, or those that hinge on prepositions such as ‘for’ and ‘to,’ which are critical to the query’s meaning, Google can now grasp the context of the words more precisely. This allows users to search in a way that feels most natural to them.”
What is the BERT Algorithm?
Described by search algorithm patent expert Bill Slawski of GoFishDigital:
“BERT, or Bidirectional Encoder Representations from Transformers, is a natural language processing pre-training approach that is applied to a vast corpus of text. It handles complex tasks such as entity recognition, part of speech tagging, and question answering among various other language processing functions. BERT has been pivotal in helping Google enhance its understanding of natural language text from the Web.
Google has made this technology open source, leading to various adaptations of BERT by others in the field.”
The BERT algorithm is a sophisticated deep learning algorithm related to natural language processing, designed to assist machines in understanding the meaning of words in sentences, but with a keen attention to contextual nuances.
Related: BERT Explained: What You Need to Know About Google’s New Algorithm
BERT and On-Page SEO
When queried about the implications for SEO, search algorithm expert Dawn Anderson mentioned:
“The BERT update is not going to favor sites with poor content. Only well-crafted, contextually strong content stands to benefit.”
An Example of Context and BERT
Consider the query “how to catch a cow fishing?” In New England, “cow” in the context of fishing refers to a large striped bass, a sought-after game fish along the Atlantic coast.
During my research for a PubCon Vegas presentation, I entered this phrase on October 1, 2019, and initially, Google displayed results pertaining to livestock rather than fishing. Despite including “fishing” to guide the search context, Google’s results were off-target.
By October 25, 2019, the same search yielded accurate results filled with information on striped bass and fishing. The BERT algorithm had adapted, recognizing the relevance of “fishing” in this context and refining the results to focus on related fishing content.
Dawn Anderson clarified this improvement, noting, “Bass has multiple meanings, and it’s the context around words that enriches their interpretation.” She’s correct; this is precisely what BERT achieved with the query “how to catch a cow fishing,” utilizing “fishing” to enhance the search’s focus.
BERT May Be Just the Beginning
Dawn Anderson shared insights into broader applications of BERT, saying, “A colleague has applied BERT to enhance interactions with digital assistants, like Google Assistant, by enabling them to ask clarifying questions, showcasing its versatile applications beyond search.”
When I asked her about the future implications of BERT, she responded, “It’s a significant advancement—a quantum leap in search technology.”
While I would caution against hastily creating countless longtail keyword phrases in hopes of exploiting Google’s refined understanding of context, I echo Dawn’s sentiment. This evolution presents a substantial opportunity to attract more traffic with sharper, better-structured content.
What BERT Does Not Mean
Following BERT’s release, many within the SEO community quickly cautioned against “BERT Optimization” strategies. Their skepticism was well-founded, reflecting a broader understanding that while BERT enhances how Google interprets search queries, it doesn’t necessarily dictate new SEO tactics but rather emphasizes the value of well-crafted content.
