Understanding Google's BERT Algorithm
Google’s BERT (Bidirectional Encoder Representations from Transformers) algorithm, introduced in 2019, brought a significant change to how search queries are understood. Unlike previous algorithms, BERT analyses words in relation to all other words in a sentence, instead of one by one, giving context to the content. It’s all about understanding the intent and context of search queries. And since Google’s main aim is to provide the most relevant results, it’s important to know how to optimize your content for this algorithm.
Creating BERT-Friendly Content
The first step towards optimizing your content for BERT is to understand your audience. Think about what terms and phrases they might use when searching for your product or service. By incorporating these terms naturally into the content, you increase its relevancy and consequently its visibility in search results.
But BERT doesn’t just consider individual keywords. It looks at the context of an entire query. So, it becomes important to produce content that is clear, well-structured and follows a logical sequence. It’s not just about including the right keywords, but about creating content that is informative, valuable, and answers user queries accurately.
To make text more readable, it’s crucial to consider the structure of your content. Breaking content into smaller paragraphs, using bullet points and subheadings, and including images, can all contribute to easier readability for both users and BERT.
Also, remember answering questions is a big part of this. You’ll want to ensure that your content answers common questions in your niche. Using Google’s ‘People also ask’ feature can be a handy tool to get an idea of what questions people are asking related to your content.
Focusing on E-A-T for BERT Optimization
Another key strategy for optimizing content for BERT is to focus on E-A-T (Expertise, Authority, and Trustworthiness). Google pays close attention to the quality of content and tends to rank sites high that clearly present vital trust signals like clear authorship, credentials, contact information, privacy policies and so on.
Expert-written content that provides detailed insights into a topic can significantly improve your site’s authority. With expertise comes accurate, reliable and comprehensive content that users can trust. It’s also important to cite relevant sources and provide up-to-date information, which increases your trustworthiness.
However, E-A-T does not work in isolation. It needs to be paired with engaging, relevant, and comprehensible content. This is where your target audience research plays a key role. Knowing what they need and want to read about, and then delivering that in a well-structured and readable format is an effective approach to optimizing your content for BERT.
In summary, Google’s BERT algorithm is designed to better understand search queries and deliver the most relevant content. To optimize your content for BERT, understanding your audience, creating comprehensive and well-structured content, and focusing on E-A-T should be part of your SEO strategy. Optimizing for BERT is not a quick fix, but a long-term strategy focusing on creating high-quality, valuable content that meets the users’ needs.