Web Content Writing and Google BERT

Google Bert: Web Content Writing

Since October 2019 in the USA and December 2019 in France, Google has launched a new update of its system. Called Google Bert, this update enhances the effectiveness of the leader in search engines. It is an algorithm that everyone involved in web content writing must consider. Discover everything you need to know about this new algorithm through this guide.

What is Google Bert? What is it for?

From its acronym Bidirectional Encoder Representations from Transformers, BERT is a recent update from Google regarding web search. It aims to be the best of the algorithms developed by the famous American search engine in the last five years. Launched in French on December 9, 2020, this update revolutionizes the field of web content writing. It is designed to refine the search results for users based on their relevance and quality. Thus, they will receive precise and concise answers. This is made possible by two main roles that Google Bert plays. They involve the advanced analysis of search intent and the content of each site.

While most other algorithms are limited to using keywords, Google Bert directly tackles the quality of texts. This update equips the search engine with several skills that allow it to achieve its predefined goals. Indeed, it can analyze pronouns, predict the following phrases, and automatically generate featured snippets. It also ensures the use of homonyms, textual cohesion, the use of stop words, and the eradication of spam. The analysis and interpretation of users' sentiments is also a feature of Google Bert.

What is the operating principle of Google Bert?

Since its launch, every online business is required to comply with the demands of Google Bert. This is the only condition to maximize your chances of seeing your content appear among the top search results. Therefore, it is important to understand how this new update works.

Indeed, the operating principle of the algorithm relies on targeting the search intent of the user. In other words, it seeks to capture the user's feelings in order to better understand their needs. To do this, Google Bert does not just rely on the presence of keywords. Instead, it aims to understand the relationship between each of these words to better contextualize them in its language. It thus unveils the ambiguity of keywords that is the source of unreliable or poorly reliable results. However, the placement of these words is of little importance since the algorithm is bidirectional. They can therefore be placed at the beginning, in the middle, or at the end of the query.

What changes does Google Bert bring to SEO?

It is important to specify that Google Bert does not question the other criteria for text quality. We can deduce that it does not bring a colossal change to the SEO of web content. It simply optimizes SEO by placing more emphasis on quality. This is a significant advantage for all sites specialized in web content writing on a single topic. Since they address a particular theme, they will undoubtedly offer unique and relevant content. It is worth noting that to date, 10% of the queries launched on Google are handled by Bert. The update is available in 70 languages, including French.

Regarding voice search, Google Bert has made natural requests formulated orally more understandable. This is justified by the absence of stop words in favor of complete sentences. This update is well compatible with devices such as the Google Assistant and Google Home, which is an important element for Google SEO in voice search results.

How to adapt your web content to Google Bert?

Although they are known, many sites have lost positions in search engine rankings since the launch of Google Bert. To address this unpleasant situation as a website manager, you need to adapt your content to the requirements of BERT. First of all, it should be noted that this update has a low impact on the visibility of sites. Consequently, all it requires is the writing of quality web content. It’s not necessarily about changing your strategy for SEO, but rather providing relevant content. This content must accurately respond to specific questions. To do this, the online writer should first seek to know and understand the search intent in order to better satisfy it.

What is Bert and what are its goals?

BERT is the most important update since the release of RankBrain in the last five years. Google's new algorithm responds to search intent through a better understanding of natural language or NLP (Natural Language Processing). Specialized in analyzing complex queries with a large number of words, it has the ability to provide the most relevant results to deliver increasingly accurate answers to users.

You all have the following question: Is BERT deployed in France?

BERT has been launched in French as well as in other languages since December 10, 2019, but it has been active in the United States since October 2019, initially responding to requests in English. Expect an average of 10% of searches to be processed by BERT.

Optimizing websites for SEO

All markup should always contain targeted keywords. The site must have good loading speed while being responsive and secured via the HTTPS protocol. Especially think about the architecture of your site, which should not lack relevance and coherence in order to improve your ranking. However, it’s not just about the architecture of your site; it’s also about writing product sheets. Contact our team of e-commerce writers.

Web writing is crucial, especially for the natural SEO of a website. It provides a good user experience. What will change in 2020?

What will change is Google Brent. Acronym for Bidirectional Encoder Representations from Transformers, BERT is a recent update from Google regarding web search. It aims to be the best of the algorithms developed by the famous American search engine.