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5 Key Takeaways About Google’s BERT Update

What Google WANTS from you

The recent update is claimed to be “one of the biggest leaps forward in the history of search.”

Sounds scary, right? Not really. The latest update, known as BERT favors SEO writers & content creators like never before. To understand how, here’s the list of key takeaways for Google’s BERT Update.

1. BERT Stands For

BERT stands for Bidirectional Encoder Representations from Transformers. It’s a new technology developed by Google’s AI team. You may realize why they call it BERT. In a nutshell, Google uses this technology to better understand various natural language processing or NLP methodologies.

In simple words, the BERT update helps Google to understand language and phrase it more like a human. BERT employs to teach Google’s search function to interpret the context of search queries. And this is a very, very, very good thing for SEO writers.

BERT allows Google to understand the language more like a human and less like a robot.

2. BERT is Context Focused

One word summarizes the core of this update: context. And context is critically important in everything we do and say in our daily lives. BERT’s technology focuses on understanding search queries better as a whole rather than just a string of words.

As users often write long strings of words on Google when searching for something, BERT is a major relief. Before BERT, Google’s AI used to normally interpreted each of these words individually and then display results. But now, Google does a better job by understanding the context of words as they relate to each other.

Here’s an example,

3. Stick to What You Used To Do

Yes, there is absolutely nothing to worry about BERT. And if you create natural copy, everything’s still under your favor.

Previously, Google’s algorithm updates would put chaos to many digital marketer’s life as Google was notoriously mysterious about some of its updates, which were causing sites to lose traffic count at an alarming rate.

This isn’t happening this time.

The update focuses on one thing and one thing only: Make it easier for users to search Google’s database more naturally and receive more relevant results based on those searches.

So, you simply place your energy to produce more natural content. If you’re already doing it, then you have a big reason to celebrate.

4. Better Prepositions Understand

Prior to BERT, Google better understands prepositions like “to” and “for” — arguably the most confusing parts of the English language. Their impact may sound small, but prepositions can easily alter the meaning of a sentence.

Here’s an example,

5. BERT Works on Featured Snippets, Including non-English Languages

Details are limited about this. However, BERT seems to be working over featured snippets as well. A noteworthy example of this,

Google hasn’t yet disclosed how BERT is used to improve featured snippets. Besides, it’s safe to assume that BERT is serving more relevant results based on the context of a search query.


BERT is another step to make the search experience more human. If there’s one thing that you can take away from the BERT update as an SEO writer, it’s this:

Google WANTS you to write natural, user-friendly content. It wants you to write for the reader, not Google.

Do keywords still matter? Yes, keywords still matter. But thanks to BERT, writers can now worry a lot less about forcing awkward keywords and phrases in their content just to rank better. And that’s a great step taken by Google.



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