{"id":14272,"date":"2020-07-17T08:49:27","date_gmt":"2020-07-17T08:49:27","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=14272"},"modified":"2022-05-12T10:19:00","modified_gmt":"2022-05-12T14:19:00","slug":"google-bert-update","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/seo\/google-bert-update\/","title":{"rendered":"Here\u2019s What You Need to Know About the Google BERT Algorithm Update"},"content":{"rendered":"\n<p>For most companies, it takes a long time to earn a coveted spot in one of the top search results on Google. So it\u2019s nerve-wracking for everyone when the company makes a major update like they did toward the end of 2019.<\/p>\n\n\n\n<p>In October, Google announced it would begin using an artificial intelligence system called BERT. Google updates its algorithm hundreds of times each year, but BERT was the most significant change the company had made in over five years.<\/p>\n\n\n\n<p>BERT provides more relevant search results and is a notable shift away from keyword-specific searches. This article will review what the BERT update is, and what it could mean for your business and <a href=\"https:\/\/www.sanctuarymg.com\/seo\/\">SEO<\/a> strategy going forward.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does BERT stand for?<\/h2>\n\n\n\n<p>BERT stands for Bidirectional Encoder Representations from Transformers. The algorithm is designed to understand the intent behind a user\u2019s search, not just the keywords used.<\/p>\n\n\n\n<p>Thanks to the BERT update, Google now focuses more on search intent rather than just the keyword itself. It helps Google understand the context behind a search, so that it can deliver more accurate results.<\/p>\n\n\n\n<p>In an <a href=\"https:\/\/blog.google\/products\/search\/search-language-understanding-bert\" target=\"_blank\" rel=\"noopener noreferrer\">October blog post<\/a>, Google Vice President Pandu Nayak used the following analogy to explain how the algorithm works&#8230;<\/p>\n\n\n\n<p>Let\u2019s say someone searches for the phrase, \u201cdo estheticians stand a lot at work.\u201d Previously, Google would have pulled up search results based on the keywords used in that phrase, like \u201cstand.\u201d But the term \u201cstand\u201d is actually referring to the physical demands of working as an esthetician.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Keyword Intent Matching<\/h2>\n\n\n\n<p>Thanks to BERT, Google can better understand the context of the phrase and deliver more targeted search results. The update also allows Google to find results for more complex search queries. This idea of using context to figure out the intent of a search is called \u201ckeyword intent matching\u201d, which is different from what was happening before, known as \u201ckeyword matching\u201d. Google uses artificial intelligence to determine whether or not a user is satisfied with the results of their search, essentially measuring the relevance of the results in relation to the context and intent of the search.<\/p>\n\n\n\n<p>Below is a screenshot that does a great job of showing the difference in how Google understands the words within a search.<a href=\"https:\/\/digitalmarketinginstitute.com\/en-us\/blog\/google-bert-what-is-it-and-should-it-change-your-approach-to-seo\" target=\"_blank\" rel=\"noopener noreferrer\" itemprop=\"url\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2020\/07\/Google-Visual.png\" alt=\"Google Visual\" itemprop=\"image\" height=\"625\" width=\"1000\" title=\"Google Visual\" onerror=\"this.style.display='none'\">\n\t\t\t\t<\/a><\/p>\n\n\n\n<p><em>Source: Digital Marketing Institute<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does the BERT update mean for your business?<\/h2>\n\n\n\n<p>Google says the update impacts 10% of all search queries, and it will also impact organic rankings and featured snippets. So there\u2019s a good chance your website traffic could take a hit, assuming it hasn\u2019t already.<\/p>\n\n\n\n<p>But more importantly, it\u2019s going to change the way users search Google. Instead of using unnatural keywords to search for information online, most people will begin using more conversational search queries.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Optimize for the user, not for Google.<\/h2>\n\n\n\n<p>The biggest takeaway from the BERT algorithm change is that business owners and marketers need to change the way they think about SEO. Instead of trying to optimize your content for SEO, focus on optimizing for your reader. In doing that, you\u2019ll in turn be giving Google what it wants and getting better results in Search.<\/p>\n\n\n\n<p>The BERT algorithm favors websites that readers find valuable. Focusing on creating quality content that provides a specific value to your audience will go a long way toward improving your Google search ranking.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Get SEO help from Sanctuary!<\/h2>\n\n\n\n<p>If you\u2019re getting poor organic search results or feel that your website content needs updating to appeal more to your ideal customers, <a href=\"https:\/\/www.sanctuarymg.com\/contact-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">reach out to the Sanctuary team today<\/a>! Our extensive SEO experience and knowledge of Google\u2019s latest updates will help transform your current content and hopefully get you better results as part of a complete <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital marketing<\/a> plan.<\/p>\n\n\n\n<p><em>Sources: <a href=\"https:\/\/digitalmarketinginstitute.com\/en-us\/blog\/google-bert-what-is-it-and-should-it-change-your-approach-to-seo\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Marketing Institute<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For most companies, it takes a long time to earn a coveted spot in one of the top search results on Google. So it\u2019s nerve-wracking for everyone when the company makes a major update like they did toward the end of 2019. In October, Google announced it would begin using an artificial intelligence system called [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":14274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[282],"tags":[],"type-category":[288],"class_list":["post-14272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What You Need to Know About the Google BERT Update<\/title>\n<meta name=\"description\" content=\"Google announced it would begin using an artificial intelligence system called BERT, which is the most significant algorithm update in five years. Learn more!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/seo\/google-bert-update\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What You Need to Know About the Google BERT Update\" \/>\n<meta property=\"og:description\" content=\"Google announced it would begin using an artificial intelligence system called BERT, which is the most significant algorithm update in five years. Learn more!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sanctuarymg.com\/academy\/seo\/google-bert-update\/\" \/>\n<meta property=\"og:site_name\" content=\"The Academy\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-17T08:49:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-12T14:19:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2020\/07\/Woman-on-internet.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Morgan Staples\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/\"},\"author\":{\"name\":\"Morgan Staples\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#\\\/schema\\\/person\\\/43f3c02297fb303f9d13ed53bfa6c596\"},\"headline\":\"Here\u2019s What You Need to Know About the Google BERT Algorithm Update\",\"datePublished\":\"2020-07-17T08:49:27+00:00\",\"dateModified\":\"2022-05-12T14:19:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/\"},\"wordCount\":636,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/Woman-on-internet.jpg\",\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/\",\"url\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/\",\"name\":\"What You Need to Know About the Google BERT Update\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/seo\\\/google-bert-update\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/Woman-on-internet.jpg\",\"datePublished\":\"2020-07-17T08:49:27+00:00\",\"dateModified\":\"2022-05-12T14:19:00+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.sanctuarymg.com\\\/academy\\\/#\\\/schema\\\/person\\\/43f3c02297fb303f9d13ed53bfa6c596\"},\"description\":\"Google announced it would begin using an artificial intelligence system called BERT, which is the most significant algorithm update in five years. 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