How Will BERT Impact SEO Agencies and Content Strategies?

One of the key improvements of Google's BERT algorithm is its enhanced ability to understand search queries and their context in relation to specific search intent. This updating will have a significant impact on SEO in numerous ways. Notably, better understanding of search queries can assist with Google Ad management, making SEO the 'bridge' between user intent and content relevance.

Understanding the Impact of BERT on SEO

Getting a grasp of how BERT affects SEO is vital for anyone in the digital marketing industry. Google's mission is clear: provide structured, relevant content for human users. The BERT algorithm is a tool for Google to understand the nuances of these contents and assess their alignment with user intent. This means that inconsequential or keyword-heavy content may suffer, while accurate and contextually rich content will see improved performance.

Keywords and the SERP

Organizations that have been pumping out low-quality content or targeting disparate keywords will see a significant shift in how they rank in search results. In the age of BERT, vague or misleading keywords may no longer serve your content well. Conversely, clear and contextually relevant content is the new norm. This includes a move towards long-tail keywords, which better reflect the natural language used in voice searches. By focusing on these more specific phrases, content creators can better capture the intent of users searching with voice commands.

Targeting Unrelated Keywords

Any websites that have been targeting unrelated keywords may experience a dip in traffic. While the increase in traffic from these keywords may not have been significant, their removal could result in a more effective and relevant set of queries. BERT allows Google to understand the unique circumstances behind each search, making content more precise and meaningful. Hence, the traffic lost due to BERT should be seen as a reduction in futile searches rather than a penalty.

Long-Tail Keywords as a Game-Changer

The implementation of long-tail keywords represents a strategic shift. These phrases are more natural and easier to understand in the context of the user's query. For instance, a user might ask, 'How to bake a vegan chocolate cake' rather than 'vegan cake recipe.' By focusing on long-tail keywords, SEO agencies can create content that addresses these more specific and contextually rich phrases.

Focusing on Relevant Content

The content strategy in SEO must now prioritize high-quality, relevant, and straightforward information over generic, keyword-stuffed content. Google’s algorithms can now more effectively identify the user's intent behind each query. This means that websites that are only targeting keywords for the sake of traffic are likely to fall in the rankings. On the other hand, websites that genuinely answer the user's questions with well-thought-out and insightful content will benefit.

Conclusion

The future of SEO lies in creating content that addresses real user questions and needs. This change means a shift towards more detailed and contextually relevant content. SEO agencies and content creators will need to adapt to this new landscape to ensure they remain competitive. By focusing on long-tail keywords and creating content that directly answers user queries, SEO professionals can stay ahead of the curve and provide valuable, high-quality content to users.