“New goals, new focus, new updates, new results”
Our go-to teacher, Google, is out with yet another update. What is this update? How is it different from the previous updates? And is the google update even good?
Well, to answer all these questions we first need to get a fair idea about the whats and hows of this google update.
The Know-Whats Of Google Update
Named BERT, short for Bidirectional Encoder Representations from Transformers, is a technique for natural language processing. It is based on a neural-based network, the algorithm responsible for pattern recognition, handwriting recognition, categorizing image content, etc.
What it does is, it helps Google get more ‘humanized’ with the ability to discern the context of words in any context or search queries.
BERT’S customized and breakthrough ability to train language models based on a complete phrase or sentence of words rather than in the ordered sequence of words is unique. Earlier the train models used to work on an ordered word sequence be it from left-to-right or a combination of left-to-right and right-to-left.
Designed for more complex and context-based searches, BERT understands the meaning of the context of a whole which results in better search outcomes and more accurate yields.
For example, there are many words in the English language that corresponds in spellings but differentiates in meaning. Like bark, the sound of dogs and bark, a part of trees. Now, instead of following the previous language model trends where only the immediately preceding text mattered, BERT evaluates the text using both previous and next content for better understanding. In the sentence, ‘I need to open a bank account’, the previous language models (unidirectional) would have only considered ‘a’ before the word ‘bank’ to shape up relevant results for you.
Those results would have also included the suggestions where the word ‘bank’ referred to the ‘bank of a river’ since both spell the same. Whereas BERT, takes account of the text after too, like the word ‘account’ to carve out more specific and appropriate suggestions for you.
What makes BERT so Special?
While other language models train with time on the data sets acquired, mighty BERT is pre-trained with the text compilation of Wikipedia.
BERT is said to impact a whopping 10% of the total search queries.
Google itself has shown several examples where BERT’s application impacted results tremendously.
One such example shows a search for query – “ 2019 brazil traveler to the USA need a visa” formerly surfaced a result explaining how U.S citizens can travel to Brazil without visas.
Whereas, after the implementation of BERT, the same query listed the US embassy website for tourism and visitors stating the rules.
How BERT shall impact SEO and Businesses in the coming future?
SEO services in India are in huge demand. SEO website optimization impacts both small and large-scale businesses drastically. Good SEO services comprise of a lot of aspects combined. One of which is the keywords in web content. This plays a key role in the BERT algorithm.
Earlier, web developers and SEO analysists used to pay a lot of attention to the density of keywords to make a particular website rank higher. The irrelevant addition of keywords to do so tapered the quality of content on the website.
With BERT, the consumers will definitely be on the gaining side. As the integrated algorithm’s ability to pick up such irrelevant content, with nothing but the stuffing of keywords, will decrease.
Customers will get rich quality and genuine content that will help them make correct choices more efficiently.
Bad news for businesses that don’t prioritize good quality content. Although this is not anything irreversible.
We shall shortly discuss how businesses and SEO service providers can come together to form a content that looks good to the customers and Google too.But first, let’s talk more about how this update shall affect other Google products and services.
This update announcement is concerned with the search only, but there is speculation that it shall affect the Google Assistant as well. It is said that when Google Assistant will be triggered to provide web results from the search or featured snippets, the outcomes may be influenced by BERT.
Although Google hasn’t officially announced or confirmed this news yet, it is predicted that once BERT gets completely integrated in the future, it shall reduce plague advertisements.
Now let’s talk about how BIG an impact is BERT going to make on your business.
If you are a business person with a website, this section definitely concerns you.
Your website might just get ranked higher or drop a little lower. But even if the latter happens, there is no need to worry about. Yes, even if your ranking drops a little bit, it might just be a good thing!
Supposedly a user searches for a specific thing but lands on a website that has nothing to do with his query. He /she will immediately turn back to the search results and explore other websites. Well, although this sounds a little delusional, there are a few sure-shot steps you can take care of that will surely help you steer clear of Google’s penalties.
Make Quality Content your Priority
Google’s intent with this update is mainly to understand the intent behind a context for a humanized approach. The more relevant it is, the more it will be preferred.
You or the SEO services company you assign the work to, must take care of the content and employ the use of only relevant keywords.
Note: The note of keywords shall not be completely negated. The motive is to use only the relevant keyword and make the content richer.
Dig for Fixes
Look for the progress of your website in the search console. Search for the long-term queries and compare with competitors’ websites to evaluate where you lag and fix the issues.
You might need the help of a professional SEO services company in India to do that.
With that, we come to an ending of a new beginning. Ending of our blog and beginning of a new era of search functionalities. But as we discussed, since there might be a few factors you can’t take care of on your own, we are here to help you with that too.
If you are looking for a good digital marketing company in India, we suggest you try the services of Ads and Url. We can help your business scale higher with the most reliable technology and the latest measures, crafted by pure professionals.