What is Google Bert?
Google Bert is a new artificial intelligence system devised by Google to improve its search engine, since it has the purpose of being able to better understand the queries made by users in order to offer a more appropriate answer, thus better understanding the language that we use on a day-to-day basis. In short, what you are trying to do is not rely so much on the KWs that we use when searching, but rather try to understand the context in which we use those KWs. Therefore, Bert is not as such a factor by which you can rank or by which it can be measured if your page is good or not for this algorithm, but this update has brought enough changes in the positioning because it tries to teach the user exactly what he is looking for. For example, if you do a Google search for “places where there is no beach”; Google collects the important KWs as “sites” or “beach”, and ignores the context of the “no” in that sentence, so the first result that appears is: “The 10 best rated beach destinations in Spain” something that it does not respond to what we are looking for. For this reason, Bert wants to help us achieve everything we are looking for in order to offer exactly the result we wanted to find at all times.
What implication does it have for SEO and how to improve it?
Obviously, this update is going to be a headache for many SEOs since it will provide us with many changes of positions in different projects without the need for it to be a penalty, just for the fact of adapting the result to the user’s intention. The example that Google gives us in this case is that of a traveler who wants to know if a Visa is needed to travel from Brazil to the USA, but Google, by not reading prepositions or determiners before, and only keeping the KWs for “traveling” , “Brazil” or “USA”, the first results it shows us is “How to travel from the USA to Brazil”. With Bert now it will offer us the appropriate result, so, to improve web positioning, the key will be to apply some changes in the way of writing both the text and the goals. In summary, the advice that Google gives us is to get away from everything aseptic that is in Google’s goals and try to approach it in a less cordial tone, resembling what the user is really looking for. We have to move away from all goals that omit words such as prepositions or determiners because they don’t fit in the characters, and move closer to naturalness with a more conversational tone. Therefore, from now on and for the future, all the content that we create on the Internet must be made even more focused on the user and not focused on the KWs that we want to position; perhaps in the future, Google will completely ignore the KWs of the goals and may come to understand all the content that is written, to give the best response to the user according to the context and intentionality they have.