Gone are the times when when people looked for some kind of service or product, they turned to phone books. Nowadays, when we have any type of doubt, it is enough to use our smartphones or computers to perform a search on Google.

Through it we can obtain any type of information in a few seconds, so it is a tool that is already part of people’s lives.

So, it is natural that there is a dispute between companies to be seen by their potential customers, after all, “who is not seen, is not remembered.” And it is precisely because of this high competition for the best positions in search engines, that Every year, Google releases its best practice guide to apply to your site, so that the site is seen with good eyes and, consequently, reach the best positions in organic search.

And that’s what we’re going to do in this article, with the new update approach called Google Bert. Good reading!

What is Google Bert?

As we said earlier, This set of techniques and strategies is called SEO (Search Engine Optimization), and if your business is not applying them on your website yet, you are probably missing out on a great opportunity to generate more business for your business.

Every year, Google launches a guide of good practices to apply, in addition, it carries out numerous updates to its algorithm. Among these updates, one of the most important was Google Bert, but, after all, what is this update about?

Google Bert is here to revolutionize Internet searches. Although the search engine uses indexing technologies, this update made Google better understand people’s search intent, understand Portuguese slang, synonyms and mistakes. It is as if you are talking to a human being, who understands what you are looking for and offers the best results, incredible, right?

How does it work?

BERT is an acronym for Bidirectional Encoder Representations from Transformers, which can be translated as bidirectional encoder representations of transformers.

Unlike other systems that work in a unidirectional way, that is, they can only understand on one side, BERT has bi-directionality, that is, the is able to read and understand the context of the terms that are present on the left and right of the text, this makes you have a more assertive understanding of the user’s search intent.

After all, what will its effects be on digital marketing?

In the early days of Google, when we searched for terms like “nike shoes”, the algorithm still couldn’t understand what the user was looking for when using these terms, so it was common to find articles that talked about the best shoes in the world Nike , for example.

However, with the advancement of the algorithm, it is now able to understand and show the user exactly the best content. For example, if you search for “Itaú bank”, the algorithm will take your current location and show the Itaú branches near you, in addition to displaying the Itaú Internet banking access page. So now more than ever, Google can deliver the best results to users, based on their search intent.

How to adapt a site to Google Bert?

This is one of the main doubts of website administrators, and the answer is very simple: there is not much that can be done, because as we talk throughout the article, this update aims to deliver the best results to users , based on search intentions, so if after this update your pages lose positions in Google, it indicates that they were not answering the questions that users were looking for.

So the golden tip is this: write your content for users, not BERT. Considering that you must answer user questions, it is easier to produce and update your content with user search intentions in mind, and not as a way to please Google’s algorithm.

Another interesting tip is to prioritize the scannability of your text.. It refers to the ease of the user to read your content, so when producing your content, do not use very long paragraphs, but intertitlesand, if possible, also use bullet points. These features make it easy for the user to read and don’t make accessing your content seem boring.

I hope you enjoyed it and that our information has helped you understand more about Google Bert. How about knowing more about the subject? Just read our article on how google algorithm!

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