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Google's BERT Update: A Game Changer for Content and SEO Professionals



Google's BERT

In the ever-evolving world of search engine optimisation (SEO), staying ahead of the curve is essential. One of the most significant updates that shook the SEO landscape was Google's BERT algorithm update. Introduced in late 2019, BERT has had a profound impact on how search engines understand and rank content.

So.....What is BERT?

BERT, which stands for Bidirectional Encoder Representations from Transformers, is a natural language processing (NLP) algorithm developed by Google. Unlike previous search algorithms, BERT focuses on understanding context and nuances within a query's language, making it more proficient at comprehending the subtleties of human communication.

At its core, BERT aims to improve the quality of search results by considering the relationship between words in a sentence. It does this by analyzing both preceding and following words in a sentence to comprehend the context in which a particular word or phrase is used. This helps Google deliver more accurate and contextually relevant search results to users.

Implications for Content Creators

  1. Content Quality Matters More Than Ever: With BERT, Google has become more discerning when it comes to content quality. Content that provides value, answers questions, and maintains a clear and logical structure is rewarded. Shallow or keyword-stuffed content is less likely to rank well.

  2. Natural Language Prevails: BERT encourages the use of natural, conversational language in content. This means content creators should focus on creating content that genuinely addresses user queries in a manner that feels authentic and human.

  3. Long-Tail Keywords Gain Prominence: BERT better understands the intent behind longer, more specific queries. This shift means content creators should prioritise targeting long-tail keywords that align with their audience's needs and intentions.

  4. User Intent is Crucial: Understanding user intent is more critical than ever. Content should not only address specific keywords but also the underlying questions or problems users are trying to solve. Crafting content that aligns with user intent is a winning strategy.

Implications for SEO Professionals

  1. Keyword Research Gets Smarter: SEO professionals need to adapt their keyword research strategies. Rather than focusing solely on individual keywords, they should consider user intent and the context surrounding those keywords. Tools that help identify searcher intent become invaluable.

  2. Optimise for Featured Snippets: BERT has increased the importance of optimising for featured snippets. These snippets often appear at the top of search results and provide concise answers to user queries. Structured content that directly answers questions can increase the chances of being featured.

  3. Regularly Update and Refresh Content: BERT rewards fresh and up-to-date content. SEO professionals should prioritise updating and improving existing content to ensure it remains relevant and valuable to users.

  4. Monitor User Engagement Metrics: BERT's focus on user intent and relevance makes user engagement metrics like click-through rate (CTR), bounce rate, and dwell time more critical. SEO professionals should closely monitor these metrics and adjust their strategies accordingly.


Google's BERT update has ushered in a new era for content creators and SEO professionals. It's all about understanding and delivering what users want. Content that genuinely addresses user intent, uses natural language, and provides value will thrive in the BERT era. SEO professionals must adapt their strategies by prioritising user intent, optimising for featured snippets, and staying on top of evolving search trends.


Embracing BERT is not just an option; it's a necessity to maintain visibility and relevance in the ever-competitive world of SEO.


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