Bidirectional Encoder Representations from Transformers, or BERT is a recent algorithmic update that Google adopted to improve machine learning and natural language processing. With these changes, search engines are better able to understand the context of the terms written in search queries across the United States. 

By the term ‘context’, the BERT update intends to understand the meaning of the same term when used in different scenarios. For example, if the search query contains the word “crane,” the search engine would be able to gather context clues from the rest of the keywords listed to determine whether the person searching is interested in the aviary sort of crane or the mechanical sort. 

How does BERT work?

In order to understand how the BERT update works, it’s crucial to first understand how traditional search engines interpret queries. 

Originally, search queries were interpreted by reading words in an ordered sequence, from left to right or combining left-to-right with right-to-left reading. With Google’s updated BERT algorithm, the search engine can consider the context of keywords used by checking surrounding words for clues. This means that BERT does not necessarily have to consider the words immediately to the right or left of the word in question in order to determine the intended meaning.

With this update, Google can provide information that the person searching is interested in, with a higher degree of accuracy. Instead of pulling keywords from a query and assuming that there is only one meaning the searcher could have in mind, the new update makes it to where search engine users do not have to ‘hold the engine’s hand’ in order to find the information they’re looking for.

BERT’s Impact on Search Engine Ranking

As of now, the BERT update is only being utilized for search engine queries rather than website content. Despite this, BERT may still significantly impact the way that websites rank when it comes to certain keywords. Because the algorithm intends to better understand double meanings, the top search engine results will be more closely related to the search engine user’s intent. 

Because of this, websites that contain the same keywords that are being searched, but do not match in context, are unlikely to rank very high on the search engine results. Despite the fact that the query keywords match the content’s keywords, they may not be a match when it comes to the user’s intention. Search engine results will now focus more on how relevant the information is, rather than how many of the words searched show up within the content that the search engine pulls from the internet.

How to Improve Your Rankings 

There are positives and negatives when it comes to improving a website’s search engine results with the BERT algorithm in place. Google states that there really is no way to optimize SEO ranking for BERT, however, there is no way to manipulate the search engine results to fit a single company’s needs. 

Yet, companies can attempt to improve the content hosted on their web pages so that it is more detailed and might be more relevant when it comes to what’s being searched. Rather than posting vague content, it’s a good idea to make sure that users know exactly what they’re getting into when they see search engine results.

Additionally, businesses can improve their search engine rankings in the following ways:

• Improve site speed: Google aims to connect people with content that fits their needs, and the search engine prefers doing so with websites that perform well. Speeding up a website can improve ranking because users are able to find what they’re looking for fast and simple. Consider utilizing an AMP, static site generator, and/or a content delivery network.
• Keep content relevant: It’s important to provide information that is clear when it comes to intent. Users do not want their time wasted browsing information that does not fit their needs. Stick to the topics you’re planning to cover and keep your information detailed and your keywords related to the content on the page.
• Publish honestly: Do not attempt to trick search engine algorithms. Keyword stuffing is not a smart practice and while it may earn a page more visits, it will also cause users to navigate away as soon as they discover that the content has nothing to do with what they want. Dishonesty does not improve SEO ranking long-term.

Though BERT is new and somewhat confusing, a company’s willingness to adapt to it is going to be the most important factor when it comes to continually ranking high in search engine results.

Search engine optimization can be challenging, especially for small companies that are relatively new to interacting online. Building a customer base and funneling new leads to your sites is not easy when your company is surrounded by competition, but successful businesses tend to maintain and grow their base by engaging in smart SEO practices. 

Discovering the right and wrong way to optimize your site’s content takes time, and even established companies make mistakes when it comes to SEO. To avoid falling into detrimental SEO traps, it’s important to avoid the most common mistakes that other companies make when it comes to optimizing their content.

1) Optimizing the Wrong Keywords

If you find that you’re doing your best to create useful content but your site visitors spend very little time on your pages and are not converting, you may have optimized the wrong keywords. Even with great content, choosing the wrong keywords to optimize can lead to conversion issues. When it comes to long-tail keywords, it isn’t uncommon to run into challenges associated with:

• Using too many broad keywords
• Ignoring your click-through rates (CTR)
• Failing to segment your keywords geographically
• Ruining your content by adding clunky phrases to match keywords
• Choosing keywords that are not relevant to your target audience

It’s in your best interest to carefully research the SEO phrases you plan to use. Try using keyword tools to help you come up with better keyword usage. Google’s Keyword Planner is a good place to start.

2) Considering Only On-Site SEO

While it’s extremely important to optimize the content on your own website, it’s also beneficial to have optimized content on other websites that fit your industry. Networking and being able to publish your content on other companies’ websites will help convert new customers to your pages. Take time out of each month to speak with other business owners so that you can share keyword-rich content on each other’s websites. This will allow you to draw in conversions off-site.

3) Ignoring Conversion Optimization

Businesses need to pay special attention to their conversion opportunities as well as basic SEO. Unfortunately, many companies ignore this crucial step when they should be giving their leads everything that they need in order to become loyal paying customers. In addition to SEO, provide site visitors with evidence of your products’ benefits. Encourage them to check out reviews that happy customers have posted, offer them client case studies that show the success stories related to your product, and give them reasons to become customers.

The importance of getting leads to your website does not end with a simple visit. You want to encourage them to visit and stay long enough to experience what your company has to offer.

4) Failing to Write Engaging Content

Having a good deal of content on your site does not always mean that you have optimized well. It’s important to create high-quality pieces of information rather than simply shelling out post after post of lackluster content. If you’re seeking decent search engine optimization, your content needs to be engaging, informative, and somewhat long. 

Blog posts should be at least 300 words (preferably more), and content needs to be uploaded frequently. 

Additionally, your content needs to be readable. While it can be tempting to load your blog posts with as many keywords as possible, it may be a bad idea in the long-run. Keyword-laden blog posts are difficult to read, and they come off as spammy to site visitors, so it’s in your best interest to take the time needed to create content with keywords that fit organically.

5) Resorting to Black Hat Tactics

To add to the keywording mistake that site owners tend to make, it’s also not uncommon to see business owners knowingly or unknowingly violating search engine guidelines to reach the top of Google’s SEO ranking. 

Black Hat tactics refer to practices that violate guidelines in order to influence search engine results to lean in favor of a certain website. These tactics include keyword stuffing (as mentioned above), link farming, hidden text, comment spam, and purchased links. 

While these tactics might seem like they yield quick results, they are too risky to be worth the short-term gains. Google monitors websites that show up on search engine results and may penalize or even ban sites that attempt to manipulate results in their favor.

In a competitive industry, it is usually quite difficult to make your company stand out above the rest in search engine results. Keep in mind that the quick, easy way to do things is very rarely the best way to go about bringing new leads to your website. Avoid making common SEO mistakes when marketing your company, even if it means that your site is taking longer to get noticed. Engaging in fair SEO practices is the best way to succeed long-term.