BERT Brings in Big Change for Google

A more natural, organic way to use search engines.


What is BERT?

‘BERT’ stands for Bidirectional Encoder Representations from Transformers, a natural language processing (NLP) model from Google.

With BERT, a search engine can more efficiently grasp the nuance of the context within user queries, the context that reveals user intent. BERT models allow users to enter search queries using much more natural language than they have done previously, offering a more organic search experience.

By applying BERT to the models that determine the ranking of search results and a selection of featured snippets, users receive much more helpful information.

Bert searches

How BERT Benefits Search?

The introduction of BERT is fantastic news for brands who want to rank content for specific keywords or phrases. It will allow users to use much more natural language than they would have previously been able to.

Search engines have previously only had a lower level of natural language processing. Meaning users have had to use unnatural keyword-focused language in their queries. For content marketers, this would require you to embed unnatural, clunky phrases within your content to match user search queries.

These requests often lack complete questions and instead focus on the main informational keywords, hoping the search engine figures out what they want. Google describes the language of these types of queries as ‘keyword-ese’.

Are you someone who has ever written content or overseen the production of content? In that case, you’ll know how painful it can be at times to sacrifice natural wording to suit the needs of particularly unnatural keywords.

Suppose BERT models are used to understand the contextual intent of user searches when they use more conversational language. In that case, there should be a growth in high-value, natural and conversational keywords. Meaning that you can do so in an equally natural and conversational manner when you produce content targeted to relevant keywords for specific search intent.

In a shifting digital landscape, it’s essential to understand and cater to the conversational nature of user requests. 

Also, we know that she has just taken up boxing, which means she may be someone who is not yet ready to purchase and, at this point, requires suitable content to nudge her in the right direction.

This is essential knowledge for marketers as it tells them more about the style of approach that could be most successful. Blog content, for example, as the customer isn’t at the decision-making stage yet, and with some persuasive content in front of them, you could change that.

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