Google has announced so far the largest change to its search system after the arrival of RankBrain. Google has introduced the BERT algorithm to understand the important queries composed of natural language in a better way. Google has claimed that this new update will have impact on 1 in 10 queries. Some SEO services in Australia and other parts of the world have already noticed the changes while some services are fully unaware of the changes. These changes have been visible from last week when the update was rolled out by Google.

Before diving into the details, let’s have a clear insight into BERT. What is it?

In its official blog, Google has explained Bidirectional Encoder Representations from Transformers or BERT. It is a form of Artificial Intelligence or AI that enables Google to understand the relationships between language elements existing in a search term. Therefore, Google is now able to provide searchers with more accurate results for complex and conversational long keywords.

Let’s consider an example referred by Google in its blog.

Let’s look into the before and after interface of a search query -“2019 brazil traveler to usa need a visa”

• Before- U.S. citizens can travel to Brazil without the red tape of a visa…

• After- Tourism & Visitor | U.S. Embassy & Consulates in Brazil

In this example what important is the relationship between the preposition “to” and other words in the query. It is important to understand the relationship; otherwise, the meaning could be different. Earlier, Google was not able to understand the relationship and provided results about U.S. citizens traveling to Brazil. BERT has been introduced to resolve this confusion. It enables Google to understand the exact relationship between different elements in a search query for providing the results more relevant and specific to the query.

Now, let’s come to the main point. Why should SEO services company care?

All SEO companies across the globe should observe the changes carefully. It is important not only because Google has given utmost importance to it. It is important because 10% of all queries have already been impacted by Google BERT Update.

Also Read: Avoid These SEO Mistakes In 2019

SEO experts need to continuously monitor the search traffic changes to find out how much the site has been affected by the change. If the impact is deeper, the experts should identify the landing pages which have been affected and the search queries as well for which the pages have been affected.

What should be done to address the latest update?

Nothing more is needed right now. The SEO experts should not try to optimize for BERT. It will end up with a mess. Rather, they should keep optimizing their content for humans, not for search engines. What required is composing great content with natural language for humans. Keeping an eye on the analytics and creating buzzing content are all needed for better Search Engine Optimization at this event of massive changes.

Are you sure your partner company is one of those SEO services in Australia which have already analyzed the latest Google BERT Update? Not sure? Then ensure it right now!