{"id":22123,"date":"2020-01-31T13:56:40","date_gmt":"2020-01-31T13:56:40","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=22123"},"modified":"2020-01-31T13:56:40","modified_gmt":"2020-01-31T13:56:40","slug":"how-do-i-optimise-my-website-for-google-bert","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/how-do-i-optimise-my-website-for-google-bert\/","title":{"rendered":"How do I optimise my website for Google BERT?"},"content":{"rendered":"

There has been a lot of discussion, of late, about Google\u2019s new search engine algorithm, BERT. Some have heralded it as the most important update to Google\u2019s search engine since \u2026 well, ever. Others seem to think that Google search is broken forever.<\/p>\n

Before we get into what that is and why people have been getting in a flap about it: keep calm! There’s absolutely nothing to be worried about.<\/p>\n

Getting to know Google’s latest search algorithm, BERT<\/h2>\n

BERT is software that helps computers process requests made in \u2018natural\u2019 language. This means that they are making strides in having software that understands how we talk and write, without making us use the limited, specific language of computer programming.<\/p>\n

BERT stands for Bidirectional Encoder Representations from Transformers. Of course it does. It\u2019s part and parcel of the research going into \u2018NLP\u2019 (that\u2019s Natural Language Processing to you and me) and \u2018ML\u2019 (Machine Learning). All of this has become more important since the rise of computers that respond to speech.<\/p>\n

Many years ago, Google admitted that it was trying to create a computer like the omnipresent, omniscient \u2018Computer\u2019 they have in Star Trek<\/em>. You know the one: When Capt. Picard walks onto the bridge of the Enterprise he looks at the view screen and says \u201cComputer? Tell me everything I need to know about that planet\u201d. And a woman\u2019s voice from the ceiling does exactly that. As simple and as satisfying a notion as this is, it requires a vast amount of behind the scenes work.<\/p>\n

First, the computer needs to have access to all the info about that planet (via search engines). Secondly, it needs to be listening, ready for someone to give it an instruction or ask it a question (like your Alexa or Siri virtual assistant). Then it needs to understand spoken language well enough that it can act upon new questions that it hasn\u2019t been asked before, however they\u2019re phrased. Finally, it needs to know you well enough that it can answer the question in a way that will be most relevant to you.<\/p>\n

How does Google BERT affect me?<\/h2>\n

The majority of people still access search engines through a keyboard, so BERT helps Google with these text searches too.<\/p>\n

The new algorithm helps Google to understand the words you use. That word \u2018understand\u2019 is important. Previously, search engines have looked at the words you have used in your search and presented results that match those words. It didn\u2019t understand<\/em> your search; it just offered you results that matched your search. That\u2019s matching, not understanding.<\/p>\n

In order to use a search engine properly, you have to format your question accurately, maybe using Boolean techniques. Essentially, you have to communicate with the computer in its preferred language, rather than yours.<\/p>\n

As Pandu Nayak (Google VP for Search) said in his blog introducing BERT<\/a>: \u201cWhen people like you or I come to Search, we aren\u2019t always quite sure about the best way to formulate a query. We might not know the right words to use, or how to spell something, because often times, we come to Search looking to learn – we don\u2019t necessarily have the knowledge to begin with\u201d.<\/p>\n

Hasn\u2019t that been the age-old frustration with dictionaries\u2026 How can I look up the way to spell a word if I don\u2019t know how to spell the word?<\/p>\n

Clearly, search engines are much more sophisticated than this but, the point is, they didn\u2019t understand your motives for the search, nor did they take into account the different meanings that words and phrases can have, to different people, in different combinations. They certainly don\u2019t take into account the searcher\u2019s lack of prior knowledge. If you ask a human being a question, the answer you will get will have more empathy, intuition and nuance than a computer\u2019s answer. They\u2019ll understand what you mean, even if it\u2019s not what you said.<\/p>\n

BERT is part of the ongoing work to make it possible for computers to do that, to understand us much more completely, so they can help us more effectively.<\/p>\n

So, how do I optimise for BERT?<\/h2>\n

The quick answer is: The same way you always optimise.<\/p>\n

Write great content that is information rich and works well for organic users (or \u2018people\u2019, as we used to call them). Therefore, Google\u2019s John Mueller suggested, on Twitter: \u201cOur recommendation is essentially to write naturally\u201d.<\/p>\n

So, keywords are still important and it\u2019s still important to not overuse them. It\u2019s even more important to use them the way that searchers will use them. So, do your research into the search phrases, as well as search terms, that are likely to bring people to your site.<\/p>\n

Search engines basically respond to three types of queries:<\/p>\n

    \n
  • Navigational:<\/strong> A searcher is looking for a specific site, so they search for it by name and the search engine will send them to that specific place.<\/li>\n
  • Transactional:<\/strong> A searcher is looking for an interaction, typically they want to buy something or sign-up for something. The search engine will guide them to the places they can do that specific thing.<\/li>\n
  • Informational:<\/strong> A searcher wants information about a subject, not necessarily specifically related to any one site or service.<\/li>\n<\/ul>\n

    This final category is the one where BERT can make a big difference. In order to optimise your content to take the best advantage of this, you need to know what questions searchers will ask.<\/p>\n

    If you can make the most oft-asked question your H1 Heading, then you have greatly increased the likelihood that searchers will find you.<\/p>\n

    But, it must be said, if you create content that is SEO-friendly, you probably do all that already.<\/p>\n

    So, keep calm and carry on.<\/p>\n","protected":false},"excerpt":{"rendered":"

    What is Google BERT and how will it affect your use of SEO and content marketing? Don\u2019t panic – we\u2019ve got you covered.<\/p>\n","protected":false},"author":2,"featured_media":22128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":{"0":"post-22123","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-search-engine-tips"},"yoast_head":"\nHow do I optimise my website for Google BERT? - Heart Internet<\/title>\n<meta name=\"description\" content=\"What is Google BERT and how will it affect your use of SEO and content marketing? 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