What marketers should know about Google’s algorithm update

BERT explained + checklist: is your content BERT-proof?

If you are working in the digital field, you have surely heard of Google’s biggest update in five years: BERT. Google has a reputation for changing their algorithm around the clock, so keeping up seems virtually impossible. However, getting to know the likes of BERT is important, as this update affects 10% of search queries. Given that Google receives over 63,000 searches every second, you can imagine 10% equals a staggering amount of searches.

• BERT explained in understandable language
• The effect of BERT
• Can you gain an advantage?
• The way forward
• Checklist: Is your content BERT-proof

BERT is all about the natural language and nuance
Google mentions that the BERT-update improves language understanding, particularly for more natural language and conversational queries. In other words: BERT is able to understand the context of a search and matches a query with helpful results. The new Google algorithm — a form of AI — is related to natural language processing and is helping a search engine to understand what the words in a sentence are actually saying. Basically, Google is able to “hear” the nuance in a search query.

“As the update affects 10% of search queries out of the 63,000 Google receives per second, getting to know BERT is important.”

What does BERT do?
The question begs — how does the update affect your SEO and SEA? First off — BERT will not change short-tail search items like “digital agency Amsterdam”, as it is not aimed at changing results for these types of queries. It will, however, optimize the returns to a query like “what is the most creative digital agency in the Netherlands?”. If your website is stacked with information aimed at human readers (and not search engines) you will benefit from the BERT update. You will gain more organic impressions and click-throughs to your content. Obviously, that strengthens your overall search profile and ultimately, your local rankings.

BERT will not change short-tail search items like “digital agency Amsterdam”, as it is not aimed at changing results for these types of queries. It will, however, optimize the returns to a query like “what is the most creative digital agency in the Netherlands?”

What should you do?
As multiple other specialists have already mentioned: keep close track of your search traffic in the upcoming weeks. If you notice an impact, take a magnifying glass and find out which landing pages are impacted and for which queries. Chances are, that if some pages didn’t convert, the traffic sent to those pages wasn’t useful.

All in all — it’s close to impossible to perfect your content for the kinds of queries that BERT aims to return optimal search results for. So, what should you do?

1. Create content for humans, not search engines

Given that Google’s new algorithm is all about reading nuances and natural language, do what you should have been (and probably are) doing all along: create great, interesting, and valuable content for human readers. Use clear language and focus on the value-added for your readers.

2. Create content from the perspective of your target audience

As BERT evaluates text at phrase-level, creating content around long-tail terms will be more effective. In-depth content can provide valuable information that answers the questions of your target audience. Think about the search queries your target audience may ask Google.

3. Don’t sweat it

Yes, it is named the biggest algorithm update in five years' time, but no, there is no need to worry. Google has announced that you cannot optimize content for BERT. Besides, BERT is here to help your amazing content stand out. Creating authority in Google just means caring a little less about your carefully SEO-optimized language and caring a little more about creating the kind of content that you yourself would love to come across.

Checklist: Is your content BERT-proof?

• Is your content answering the search queries of your target audience?
• Is your writing aimed at people rather than optimized for search engines?
• Is your content profound around one topic?
• Does your content answer questions or resolve problems?

If the answer to all questions is “yes”, then good job! You have created valuable content that is more likely to show up in Google. If no, feel free to reach out so we can help you do so.