B.E.R.T. (Bi-directional Encoder Representations from Transformers)

One of the biggest changes in recent years was Google’s inclusion of the BERT algorithm. BERT is a technique for Natural Language Processing (NLP) developed by Google to better understand user intentions.

Those who rely on organic searches for the majority of their site’s traffic should take note. There have been many websites reporting a substantial drop in traffic (as much as 50%) from Google since the update in October 2019.

To put it simply, BERT provides Google with the capability to discern the context of words and phrases in search queries. This allows Google to provide highly relevant search results for queries, even if they have been formulated or worded differently.

As a result of Google’s focus on relevance rather than optimization, current SEO strategies such as keyword targeting are no longer as effective. Your existing page will be competing with many other pages deemed similar by Google even if they target a different keyword.

Despite these changes, SEO best practices still matter. The best way marketers and writers can adapt is by continuing to strive to create high-quality and original content without focusing too much on keyword optimization. By working closely with a subject expert such as a veterinarian or dentist, you can provide unique and relevant answers to common queries.