Google Bert: An ally to boost SEO

Based on Artificial Intelligence, Google BERT will be able to better understand human language and thus provide accurate results depending on the search words. Let’s see what the new algorithm brings and how we will have to apply it to our SEO strategy.

Changing the way we make content

And, by the way, what is  Google BERT and why is it so revolutionary?

BERT responds to Bidirectional Encoder Representations from Transformers and is an open source system based on Natural Language Processing (NLP) that will optimize the results launched by Google Search.

The use of AI will allow you to process search queries as a whole, i.e. taking into consideration the context of the keywords.

How do you do it?

By analyzing the words that come before and after the keywords, such as prepositions. In this way, BERT will be able to refine the results based on the subject matter and the search intention.

How does it work?

According to Pandu Nayak, Google’s VP, the algorithm “trains its own system to improve and increase the ability to answer questions on Google based on everyday language. Let’s take a look at how it works:

Two-way:

this is the analysis of the sentences in a comprehensive way, contextualizing the search from the words “to the right” and “to the left” of the keywords. This allows the search engine to give the exact meaning to our question.

Encoder:

It refers to the layers of encoders that will be in charge of grouping the inputs to be processed as a whole.

Each block of encoders will assign a mathematical value to each word in order to decipher the context.

Representation:

BERT’s Artificial Neural Network (ANN) works through mathematical representations and in a bidirectional way. In this way, AI can understand the full meaning of the sentence and not just word by word.

Transformers:

They are part of the encoder groups. This is a model of NLP that aims to solve tasks sequence by sequence while handling long-range dependencies with facility. Transformers work by relating one word to another in order to assign the appropriate context (taking into account that there are words with more than one meaning).

 GOOGLE BERT’s impact on our SEO

In terms of SEO and content, we will see that Google BERT will work in conjunction with older algorithms, such as RankBrain. To help these ranking algorithms, Google BERT will determine the most relevant content to be displayed on the SERPs (Search Engine Results Page) during each search. At the same time it will support machine learning systems to generate semantic relationships and to better understand the context and purpose of the words.

What can be performed to optimize at the SEO level?

One of the actions that has been implemented for a long time is in the area of keywords. It is advisable to avoid the use of isolated keywords and give more value to longtail combinations that bring a little more sense to the search.

In this regard, we must take into account the changes in searches generated by virtual voice assistants. The voice search eliminates, in a certain way, the synthetic searches to move on to a more fluid and human “conversation”. Hence the focus on context and the analysis of each word around our longtail keyword.

On the other hand, it is important that the content resolves doubts in a precise way. This is related to the focus of the BERT models on SERP rankings and featured snippets, prioritizing pages that provide direct answers to user queries. The goal, according to Google, is the most efficient and fastest searches.

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