Google’s new update BERT and semantic SEO. How it affects your businesses?




Are you aware of the biggest technological advancement being taken in the history of search by Google? Are you an SEO expert and looking forward to optimizing your business through BERT? Do you want a 100% impactful answer of queries for the user? If yes, this article will guide you about simple and effective ways to utilize semantic SEO and Google’s BERT update for your businesses. 

What is BERT for SEO? Why is it needed? What SEO pain points it resolves and why it is considered as game-changer for AI-powered Semantic SEO?

 

 

What is Google BERT?

A recent algorithm update by Google called Bidirectional Encoder Representation from Transformers (BERT) is a form of artificial intelligence that allows Google to understand the relationship among elements of language in a search term in a more accurate manner. By the time, queries are becoming more conversational and abundant due to more fluctuations in the search results.

BERT is a groundbreaking pre-trained deep learning NLP framework that resolves well-known NLP challenges like coreference resolution and linguistic disambiguation in sentences and phrases. BERT provides the most accurate results for a wide range of NLP tasks like sentiment analysis, named entity extraction, text classification, and next sentence prediction. BERT is originally trained on English Wikipedia and Brown Corpus.

Therefore, Google introduced a system through which Google’s algorithm uses the recognition of patterns to deeply understand the way human beings communicate, so Google can return relevant results to the users.

 

Previous update Hummingbird

When users continued to pro-life rate voice search increasingly, the Hummingbird update emerged in 2013.

 

How does BERT work?

BERT is a neural technique that is network-based, used for natural language processing (NLP) pre-training. NLP helps computers in understanding how humans communicate. Here is how it practically looks like

 

How Does Bert works

If you have a proclivity for antibiotics but too unwell to pick up yourself, BERT makes it easy for you.

BERT impacting 10% of queries

The BERT algorithm update understands queries like humans, and we have summed up major aspects of the update for you;

  • BERT is live for US English language queries
  • It impacts featured snippets in many different languages at large scale
  • It works closely like Rank Brain; it’s a machine-learning algorithm whose objective is to understand the query and content of the page in a better way.
  • BERT helps in the understanding of nuances and context of words in user search to give relevant result
  • Semantic SEO techniques can be optimized with a BERT update.
  • Google has tested BERT and claimed its significant results for users

 

 

What NLP pain points BERT resolves?

Linguistic ambiguity is not at word level but at sentences and phrases level. Words with multiple meanings are known as polysemous or homonymous. Not to be confused, synonyms are different words but similar meanings. 

About 40% of the words in English are polysemous with different meanings as context changes. Some examples below.  

  • Arms bend at the elbow.

  • Germany sells arms to Saudi Arabia. 

  • Work out the solution in your head.

  • Heat the solution to 75° Celsius.

Homonyms are words with multiple meanings not related to each other. Homographs and Homophones are two sub-categories of Homonyms. Homographs are spelled the same but have different meanings. 

 

 

 

How does BERT help improve search engine language understanding?

 

BERT And On-Page SEO

BERT and family improve the state of the art on 11 natural language processing tasks. Even beating human understanding since linguists will argue for hours over the part of speech a single word is. but what if the focus of a page is very weak? Even humans sometimes will be like “what’s your point?” when we hear something.

And pronouns have been very problematic historically but BERT helps with this quite a bit. Context is improved because of the bi-directional nature of BERT.

There will still be lots of work for us to do since we need to emphasize the importance, utilize clear structures, help to turn unstructured data into semi-structured data, utilize cues on content light pages (e.g. image-heavy but not text-heavy eCommerce pages) using such things as internal linking.

 

BERT Improves Search Query Understanding

BERT analyzes search queries, not web pages. However, as Dawn said, on-page SEO becomes more important in terms of using words in precise ways. Sloppy content may not be helped by the Google BERT 

 

What is semantic SEO? How does it work?

Semantic SEO is a revolutionary Artificial intelligence-based technology through which you can take your business to new heights. The fundamental of Semantic SEO has two pillars i.e. User intent and context of the search, which provides in-depth analysis of user’s needs.

The significant use of Semantic SEO is content creation and content optimization and through CrawlQTM Analytics, the process becomes convenient, affordable and much easier. CrawlQTM Analytics is a Cloud-based, serverless, artificially intelligent Semantic SEO digital solution that includes various features of Business analytics, contextual analysis, Semantic SEO content creation and content optimization that assures you that you are making the most out of artificial intelligence for your business.

 

How semantic search is useful for your Business?

 

  • Artificial intelligence is integrated into Google Bot which understands the content of your company’s website and matches the queries.
  • Semantic search assures the relevance of the content with the concept instead of focusing on exact keywords.
  • Utilizing semantic tools and techniques is a bit daunting nowadays, but with Artificial intelligence-enabled semantic solutions such as CrawlQTM Analytics, creating semantically related content is easy and feasible.

 

How Google BERT impact Semantic SEO?

Search engine optimization is becoming tricky for Digital marketers because of the rapidly changing algorithms of Google and other platforms. Perhaps, in 2019, according to the State of SEO, 97% of marketers consider SEO is an important aspect of marketing while the rate was 88% in previous years. Google BERT helps companies to adopt digital competitive strategies utilizing Semantic SEO techniques.

Therefore, SEO experts need to learn about Google BERT and how its emergence into the industry will impact SEO in the digital wave. Due to BERT’s emergence, a positive change in the major feature has been observed i.e. the growth in exploring the feature. This feature does not fluctuate, however, a visible increase in the snippet feature on both mobile and desktop was observed after the arrival of BERT.

 

What has changed after BERT?

Though Google says there is nothing to optimize in BERT, but SEO experts always find a technique to understand the algorithm updates creatively that allows them to navigate the site through constantly changing algorithms of Google.

Google BERT upscale the Semantic SEO for Businesses and all digital businesses need to consider these useful techniques to survive and grow in this competitive digital landscape:

 

Targeting of irrelevant keywords by websites

Sometimes, you hit with confusing double meaning word searches and move to an untargeted web, which is pointless to you. BERT reduces this problem by allowing the search engines to understand the context of the query appropriately thus; the content will be relevant to the keyword search of the user.

 

Long-tail keywords are more important

Companies now need to optimize the SEO with voice devices also, as SEO is moving towards targeting broad term keywords. Moreover, they need to implement a strategy of strategic long-tail keywords that can indulge with natural language into consideration. As people write their queries differently and speak the same question differently and it's important to capture the keywords to give the most accurate results.

 

Localized content is better than translated sites

Brendan Walsh, head of global SEO at Lion Bridge said that the implications of multilingual SEO strategy also play an important part. According to him, translating the English website into another language may effectively market the brand but the questions get more impactful when the content is original in each language separately.

 

Relevant content leads to best results

Websites cannot put poor content and come up with search queries. Now Google can understand the intentions of query and ranks the highly relevant companies instead of those who target keywords for traffic. That’s why Hennessey said, “the most innovative and unique content that caters the real-time questions are going to get more SERP appearances and organic traffic”. Thus, you need to focus on your content creation for Semantic SEO.

 

Simple and concise content

If you are following the webmaster technicalities like focusing on keyword density, keyword placement and quantity of words you are likely to be losing in terms of Google algorithm update. BERT focuses on the context of the words that are used inside the sentences. The content you have used in the body of your blog. While creating content you should keep in mind:

  • Avoid Flowery, fancy and unnecessary words
  • Keep it concise, compact and straight forward
  • You must add new and useful information that will be beneficial for the users and constantly update your website with the most relevant content

 

Topic clusters

It’s better to gain visibility of your company’s website on a specific topic instead of a particular keyword. By using topic clusters, direct signals to a search engine can be created that are impactful for a specific topic that entails a strong range of long-tail keywords. The long-tail keywords help in receiving high traffic. You can easily gain Topic Authority using CrawlQTM Analytics and rank on SERP.

topic cluster

 

Keep the keywords and queries specific

It’s the most difficult challenge for SEO and BERT that the update is not about the way Google understands the content of the website, but to understand appropriately the query of the user. Keep in mind the psyche of the searchers. Also, keep in mind to use long-tail keywords, search terms with stops words, that it what BERT wants to accomplish

You can optimize your content for Google’s BERT update by using all these Semantic SEO techniques and the right digital solution software to flourish your Business on all digital platforms. 

CrawlQTM Analytics is a cloud-based digital solution using Artificial intelligence powered by Quantamix solutions. You can Register now free for a 14-day trial by logging in to our website and grow your business by capitalizing on Semantic SEO.

 

Final Words

As the tech industry is rapidly growing, meanwhile the requirements and algorithms also change. All digital Businesses and Companies with a digital presence need to be proactive in adopting and keeping up with these changes, building strategies that help them in coping with this dynamic medium. They need to stand out in this cluttered Digital world and to gain a competitive advantage. Similarly, the BERT update is necessary for SEO specialists and SEO experts to understand the concepts and mold their strategies according to BERT algorithms. The new Semantic SEO techniques have to be aligned with the BERT algorithm to bring your Business on the top rank searches and ace the Semantic SEO world.