Google has just rolled out a major change to their search algorithm called: BERT.
According to the company, this update will affect 1 in 10 pages in searches.
This new algorithm will be able to better understand human language in a more natural and less robotic way.
WHAT IS BERT?
Bert is a technology based on Google's own neural network, for pre-training in natural language processing (NLP).
Its focus is to understand and learn more from the searches carried out on a daily basis by Internet users.
WHAT DOES BERT MEAN?
BERT English means: "Bidirectional Encoder Representations from Transformers” , free translation into Portuguese: “Bidirectional encoder representations of transformers“.
O BERT helps computers better understand the language of human beings and feeds their “THERE” artificial intelligence for future uses.
As BERT, the search is able to understand and interpret words not previously understood by the algorithms, and can provide much more relevant results in their SERPs, according to testimonials.
Since the last major release of its algorithm updates, the Rank Brain. The Surveys have not undergone such complex changes.
Although BERT is just an extension of Rank Brain.
HOW DOES IT WORK?
The great proposition of Bert is the enhancement of neural networks for natural language processing. That is, the teaching of artificial intelligences used to understand more consistently what is searched, whether in voice or text searches.
In tests with the English language, around 10% to 20% of queries were significantly impacted by this change, and this will impact search rankings. As told by Nayak.
WHAT ARE THE IMPACTS OF BERT ON THE RESULTS POSITIONS?
According to information from the GOOGLE who stated that this change will affect the positioning of several sites, it is not known exactly when and how. But it is known that a base of 9 out of 10 searches will change with the changes.
BERT AND THE FEATURED SNIPPETS
For further clarification I chose two of the examples that most refer to the case.
Example of how search could be impacted:
A presentation of a much more relevant Google snippet is presented as shown in the image below.
For the search term /in English/: “Parking on a hill with no curb” (parking on a hill without a curb).
Previously, a search like this could have had an embarrassing result, simply because the search engine's algorithm made confusion when interpreting the word "at the" from English "no“.
According to information from Google itself, “We tend to put too much attention on the word “curb” and not the word “no” without realizing how critical this term was to enabling an adequate response. So we came back with results about parking on a hill with a curb..”
The term /english/ “for” and “to” in searches where prepositions like “para” and “para” are important to the meaning of the sentence, the search may not understand the context of the words in your query.
WHAT TO DO TO NOT LOSE A POSITION WITH BERT?
The question everyone wants to know. It is possible to optimize a site so that it does not lose position with the new google update?
– The answer to this question is: No?!
What you have to do is, continue creating content for human beings, and in the most natural way possible. Otherwise, you could fall into SERP limbo.
Some professionals from SEO they try in every way to circumvent the algorithms, it may even work, but not for long. And even jeopardize a whole job.
Anyway, "understanding the language perfectly will remain a constant challenge and is what keeps us motivated to keep improving our Google search algorithm“.