As we embark in 2020, many businesses have experienced some major updates with Google and their recent search update BERT.
Search algorithm patent expert Bill Slawski (@bill_slawski of @GoFishDigital) described BERT like this:
“Bert is a natural language processing pre-training approach that can be used on a large body of text. It handles tasks such as entity recognition, part of speech tagging, and question-answering among other natural language processes. Bert helps Google understand natural language text from the Web.”
Bert was not the first update in 2020, or the last, but it was one of the biggest updates Google has made in over 5 years. So, you're probably asking, "What's the workaround?"
With bigger updates such as BERT, Google will sometimes give a heads up or tips to optimize your SEO during an update, but with BERT this wasn't the case. The only workaround is to continue to push out great content on a consistent basis.
In 2010, Google made 516 algorithm changes, which jumped to 3,234 in 2018. There are actually 9 algorithm changes happening each day, but 90% of them go by unnoticed. As a digital marketing agency, it is crucial to understand these changes and implement positive behaviors to release the right type of content in 2020.
At the core of the BERT update, it is important to use descriptive language that helps answer questions that are critical for your business. At the core of SEO in general, it's important to push high quality content that is educational and beneficial for the audience it is marketed towards. In a world where you can search to DIY just about anything, educate your audience on the importance of using your product/service over a quick search on YouTube on how to do it yourself.