Author: Bizzman; Published on: November 5, 2019
No matter what the questions are, we rush to google for it.
Google comprehends everything to satisfy our expectations. It doesn’t merely keep bringing up new algorithm updates but attempts to refine search results as much as possible.
Now, Google has launched BERT, producing some biggest changes in search engines. It is also being claimed that it will impact 1 in 10 queries in terms of changing the results that rank for those queries.
Before drilling deep into this topic, let’s have a sneak preview of what exactly is BERT and when it is used?
What is BERT?
It is Google’s neural network-based method for natural language processing (NLP) pre-training. BERT stands for Bidirectional Encoder Representations from Transformers.
In short, BERT can help computers understand the language a bit more as humans do.
BERT is being driven to roll out English language queries for now and will extend for different languages in the probable future. Also, this will have an impact on featured snippets.
When is BERT used?
Google declared that BERT helps better understand the refinements and context of words in searches and precisely match those queries with more relevant results. It is also used for featured snippets, as described above.
Take, for instance, Google said, with a search for “2019 brazil traveller to the USA requires a visa,” the word “to” and its connection to the other words in query are essential for comprehending the purpose. Earlier, Google wouldn’t recognize the significance of this connection and would return results regarding U.S. citizens traveling to Brazil. “With BERT, Search can grasp this subtlety and know that the very common word “to” actually matters a lot here, and we can present a much more relevant result for this query,” Google revealed.
Another important thing to keep in mind is that RankBrain is not dead.
Now, you must be wondering what RankBrain is?
Back in 2015,RankBrain was google’s first and foremost AI method for comprehending queries launched. Both queries and content of web pages are checked through rankbrain in google’s index for a greater understanding of the word and their respective meanings. It is better to make it clear that BERT is not replacing RankBrain. It is an added method for understanding content and queries. It’s an add-on to Google’s ranking system. RankBrain can and will still be practiced for some queries and doubts. Although, when Google perceives a query can be better explained with the help of BERT, Google will employ that. In fact, a single query can utilize multiple methods, including BERT, for understanding the query.
Having said that, the elephant in the room is how do site owners get the most out of BERT?
The first notion of site owners, whenever a new google update appears, is to ask how they can optimize their sites to benefit from the algorithm and increase their rankings. In such a scenario, BERT has got nothing to do with the content of your site: it is only involved with assisting Google to assume the purpose of questions submitted by users. For those hoping to rank well, Google extends the same suggestion as always: compose your content for users, not algorithms. Google intends to address its users the most serviceable and relevant results to their queries; and whatever the specifics of their algorithm updates, they are all directed towards remunerating excellent content.
Needless to say, BERT is undoubtedly one of the biggest leaps forward in the history of search. This initiative and effort of google is for a more satisfying knowledge of the searchers’ doubt irrespective of how you spell or combine the words in your query, you get to meet with relevant results.
With the above pieces of information, I assume you are now fully familiarized with the characteristics and inherent consequences of BERT and can conceive a well-informed decision about how to progress.