The BERT Update

Launched in October 2019, the BERT (Bidirectional Encoder Representations from Transformers) Update was a major algorithm change that improved Google’s understanding of natural language processing. This update was designed to better interpret the nuances and context of words in searches, particularly for longer, more conversational queries.

 

Fallouts and Highlights from the Update

The BERT Update was described by Google as the biggest change to its search system since the introduction of RankBrain. Unlike many previous updates, BERT didn’t cause widespread ranking fluctuations but instead improved Google’s ability to understand and match search queries with relevant results.

One notable impact was on featured snippets. Many SEO professionals reported changes in which content was being selected for featured snippets, particularly for queries with prepositions or other nuanced language.

The update sparked intense interest in the SEO community about the future of keyword optimisation. Many speculated that traditional keyword-focused strategies would become less effective as Google got better at understanding natural language.

Google’s public search liaison, Danny Sullivan, emphasised that BERT was not something that SEOs could optimise for directly. He stated that the best approach was to “write for humans,” focusing on clear, natural language rather than trying to write for search engines.

The SEO community’s reaction was generally positive, with many seeing BERT as a step towards more user-friendly search results. However, some expressed concerns about the potential loss of control over how their content was interpreted by search engines.

 

Strategy Evolution

The BERT Update necessitated several shifts in SEO and content strategy:

1. Increased focus on creating natural, conversational content
2. Greater emphasis on understanding and addressing user intent
3. More attention to long-tail keywords and question-based queries
4. Development of strategies to optimise for featured snippets and voice search
5. Renewed importance of semantic SEO and topic modelling

 

This update marked a significant shift in how SEO professionals approached content creation. It encouraged a move away from keyword-stuffing and overly optimised text towards more natural, user-focused writing.

For many websites, this meant reassessing their content strategies. Instead of focusing solely on target keywords, they needed to consider the broader context and intent behind searches. This often led to the creation of more comprehensive, in-depth content that addressed user needs more holistically.

The update also led to an increased emphasis on semantic SEO. Many professionals began to pay more attention to related concepts and entities, recognising that Google was now better able to understand the relationships between different ideas within content.

Overall, the BERT Update pushed the SEO industry towards more sophisticated, language-focused practices. It underscored Google’s commitment to understanding and serving user intent, and highlighted the importance of creating content for humans first, search engines second.