Google’s algorithm is in constant development , something that is perfectly reflected in its long history of updates . The last one, known as Bidirectional Encoder Representations from Transformers (BERT), represents the greatest evolution in the way of understanding new china phone number Search since RankBrain was launched.Google BERT is the new model of natural language processing with which the search engine aims to understand human language, both written and oral . The objective of the Mountain View company is to be able to respond to the most complex queries , those whose search intention lies in understanding the entire sentence and not just the keywordHow does Google BERT work?
Google, traditionally, has based its search algorithm on the isolated analysis of the keywords used. Or, in other words, when someone made a query, Google crawled through its databases until it found the content that best matched the keywords.With BERT, this changes: the individual meaning of each word takes a back seat, and it is the meaning of the phrase as a whole that the algorithm prioritizes. Therefore, Google will continue to analyze the words, but will do so jointly, taking into account the context in which they overlap.
In the following example, which Google itself offers on its official blog , the operation of BERT is observed: Google BERT benefits the most ambiguous queries
But how is Google BERT able to understand the real meaning of a sentence? To answer this question, we thoroughly analyze the meaning of two of the concepts that make up the acronym BERT:BERT analyzes the text in both directions: it takes into account the words to the left and to the right of each keyword. In this way, by relating all the words to each other, it is able to process a much deeper context. It is a matter of global semantic interpretation. To explain it further, we take a representative example from Analythics Vidhya . As seen in the following sentence, the meaning of the word “bank” changes depending on the context of thesentence . And, although “bank” is the keyword, BERT will take into account the neighboring words to give a more accurate response to the search intentioGooble BERT analyzes the context of the sentence to arrive at its meaninTransformers are a neural network typical of Natural Language Processing (NLP) models . Google has been using this type of artificial intelligence with RankBrain for some time, but now it has evolved. Unlike the 2015 NLPs, which had a textual function, the BERT ones work as a meaning assignment system that helps the algorithm understand certain words, such as nexuses, pronouns or prepositionsIn human language, connectors are essential to make sense of the message. Before, Google avoided them and focused on individualized keywords. With BERT, now the meaning of each word entered in the search engine depends on the connectors that accompany iThe most ambiguous and long-tail searches will benefit greatly , since the connectors are able to make sense of words that, individually, the algorithm did not understand well. Therefore, the results will be more relevant and adjusted to what the user is trying to find out.
How to approach SEO optimization with Google BERT
Google BERT really affects the understanding of user searches. Taking into account the gulf email list reason for this update (to respond to searches in a more humane way), it is possible to use the principle from which it starts to attract higher quality traffic As Neil Patel comments on his blog : the important thing is that the user, not the search engine, perceives valuable content. To do this, it is advisable to keep in mind the following guidelinesThe content should be more conversational. The texts have to be oriented towards people and not towards the search engine, so it is very convenient to write in a natural style .
You have to structure the web in such a way that search intent is prioritized . The keywords are still important, but they are no longer the ultimate goal of the text. Now they must have a reason for being and not only will the number of times they are repeated in the text be rewarded.
It is essential to give a real and useful answer to the queries. If Google BERT is able to understand the meaning of the search and the intention that originated it, it is logical to think that the content will reach a more segmented audience , but with a higher affinity.
Will BERT change the way we understand SEO in 2020? Much remains to be explored, although the direction the industry is taking augurs an inevitable transformation towards a more user-centric view of SEO optimization strategies.