“Hang on, let me Google it.”
You know that a website is well known if its name becomes a widely used verb, and that applies to Google, the most popular search engine today. Google recently made an update that it touted as its most important in five years. How will this update change the way you market, specifically as it relates to SEO? In this article, Bryant Consultants will take a more in-depth look at how these changes might affect your digital marketing strategy.
Learn more about the BERT update
BERT is an algorithm that has been added to Google’s existing algorithm. BERT (an abbreviation for Bidirectional Encoder Representations from Transformers) is a deep learning algorithm related to natural language processing. In other words, the BERT algorithm understands all of the words in a sentence—as well as the relevant context, no matter how nuanced that context might be.
What does this update mean for you and your website?
In an interview with Search Engine Journal, Dawn Anderson theorized that the BERT algorithm is going to have a negative impact on websites with poorly written content. What constitutes poorly written content? It might be a website with a weak or uncertain focus, or one containing too many pronouns. This algorithm is being applied primarily to search queries, rather than web pages. That means it’s essential to structure the content on your site correctly: structuring the text on your website the right way, while also adding the necessary context. Remember that certain words–“blue,” for example—have different meanings. You also may need to account for regional differences in meaning, perhaps by choosing a totally different word to eliminate any potential confusion.
More than anything, the BERT update rewards quality content
We have mentioned before that when it comes to marketing your business and raising brand awareness online, content is king. The BERT update reinforces that philosophy. Google search liaison Danny Sullivan said as much in a tweet, noting that, “The fundamentals of us seeking to reward great content remain unchanged.” BERT is merely another way for Google to reward such content. This is why you need to make sure all the content on your site is well written, informative, engaging, and yes, contains SEO keywords and phrases.
Bryant Consultants has the expertise you’re looking for to make sure your website’s SEO is as strong as possible. Our search engine optimization services cover all the bases, from actually providing the content to auditing your business profile on sites like Yelp and City-Search to make sure your branding and message remain consistent across the web. From there, we conduct a comprehensive analysis of the data and that of your competitors to make sure you’re keeping pace. We’re always seeking ways to improve traffic to your site!
Our services can help you refine your vision, establish goals, and set processes in place to evolve your business. Contact us by calling (877) 768-4799. We provide consultation, training, and coaching to help improve the operations of your business so that you can deliver exceptional results to your clients. No office is out of reach for us. We will even come to you!