Google’s BERT update and what this means for SEO


Google recently announced that it has been rolling out a major update that will strengthen your ad position against less relevant content that usually appears for longer-tail keywords.

Google has been rolling out another major algorithm update called BERT (Bidirectional Encoder Representations from Transformers). This update is a deep learning algorithm that will improve how Google understands longer-tail keywords and the intent behind searchers queries to ensure the most relevant ads are displayed to the searcher.

The update has already been launched in the USA and Google has confirmed it will be rolling this out globally, however, the time frame is to be confirmed. It is anticipated the update will affect 10% of search queries.

Here’s how it’ll work

Before launching these improvements, Google did a lot of testing to ensure that the changes would be helpful. Google shared examples that showed up during their evaluation process that demonstrate BERT’s ability to understand the intent behind a search query.

Here’s a before and after example of a search query “do estheticians stand a lot at work”.

Query-DoEstheticiansStandALotAtWork.max-1000x1000Before the BERT algorithm update, Google was unable to understand the different meaning of the two words, however, with the new update the search engine pulls a more relevant article about the physical demands of the job as it recognises ‘stand’ as a verb that refers to the ‘estheticians’ in the query, giving the searcher more accurate results. 

What this means for you

We anticipate this will have a hugely positive effect on your dating site’s position within Google as your high-quality content site will begin to overtake less relevant searches for example dating review sites, and blog articles on how to date.

Ensure you’re making the most of this update

As websites with high quality, relevant content will be favoured by Google for search queries it is vital that your content is of a standard to be perceived of value to the search. Ensure your ad copy and website content is focused on exactly what the search is asking for and the site offers a solution that fits.

We’d recommend that you frequently review your long-tail keyword ranking performance to determine if your adverts are benefiting from the update when it is released. It is also vital to be monitoring competitor movements to determine if you should make further changes.

If you have any questions about how the Google BERT update will impact your sites, or for advice on how and where you can view keyword and competitor performance, speak to your account manager or reach out to [email protected] today! 


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