Google’s most recent update is its biggest alteration to its search algorithm in the last 5 years. The giant says that the BERT update means its search algorithm will have an easier time comprehending conversational nuances in a user’s query. To make it clearer the best instance the company can sort are the statements where prepositional words such as ‘to’ and ‘for’ inform the intent of the query.
BERT, here, stands for Bidirectional Encoder Representations from Transformers. It is a language processing technique based on neural networking principles. Google has made an estimation that their recent update will impact about 10% of United States-based queries. It has also revealed that BERT can already be seen in action on featured snippets around the world.
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The Google BERT update is not designed to penalize websites but to improve the way the search engine understands and interprets search queries so the SEO practitioners can breathe a collective sigh of relief. But the point to mention is as the the search algorithm is better at understanding nuances in language so the websites with higher-quality written content are going to be more discoverable. The websites with a lot of detailed ‘how-to’ guides and other in-depth content designed to benefit users are going to get the most from this update. Businesses who are not implementing a thorough content strategy will face the brunt.
Google says that the BERT update is basically the company following its long-running trend of trying to improve the ability of its search algorithm to accurately serve conversational search queries. The result of the trend is that the user can perform detailed search queries with the Google voice assistant as if speaking to a real person.