Many website owners were shocked by the news earlier this week (perhaps reading this article) revealing that Google was “planning its biggest algorithm update in five years”. According to the information provided, a new technology called BERT (which stands for “Bidirectional Encoder Representations from Transformers”) is set to provide better recognition of search queries.
With horror we remember that in 2015 the search engine released its mobile index, which was dubbed “mobilegeddon”, and which was dragged by the press. Just a few months later, hardly anyone remembered this paradigm shift on Google and the effects of the update were, thanks to diligent search engine optimisers, barely noticeable. A similar situation is expected when it comes to BERT.
It has been several years now since modern SEO work has been focused purely on keyword optimisation. The focus has rather shifted to the coordination of search intention with digital offers. The new BERT algorithm enables Google to more reliably identify different intentions in a search query based on language constructions and changing contexts, and associate them with the most relevant results. When it comes to artificial intelligence competition, this is a big step for Google. Website operators, on the other hand, do not have to respond immediately to the announcement from Mountain View. The creation and optimisation of relevant content for human users should continue to be a top priority in order to build authority and trust for generic searches in key target groups with their own offerings. This content should provide appropriate results for high-volume search queries for maximum relevance and engagement. For websites that primarily benefit from brand searches, the BERT update is unlikely to have a significant impact. What’s more, the company also states that the new algorithm will initially only be rolled out for the English language. A date for its launch on the German market has not yet been announced.
In any case, it is a good idea to regularly monitor your organic traffic when a search engine update like BERT has been rolled out to detect mid and long-term changes. However, there is no need to blindly take action, as Google usually extensively tests its updates, rolls them out slowly, and regularly re-calibrates them after they’ve gone live.