Google BERT update aims at enabling the search engine to better understand what people type into the search bar, especially in conversational search.

Each of the algorithm update bring some news for marketers as well. Vertical Leap’s Dave Colgate has published an article highlighting the impact of BERT update on your marketing.

Colgate says, “Something we cannot do is optimise for BERT and as a marketer that’s important for you to understand and communicate internally to stakeholders. It is a core algorithmic change that, if you have content that is positioned within the correct context, will likely help more potential visitors find your website. There are no associated actions as a direct implication of this update. What it does do however, is reinforce a familiar message: continue to create the best possible content, in all its forms, that your target audience will find useful and valuable. Ensuring that your content strategy aims to do just that, will help you continue to drive revenue from the organic channel.

Google thinks this change will impact 10% of English queries. It will impact the organic channel specifically and will also impact various types of search results we see in the search result pages. These are called ‘rich snippets’ and usually appear for question-based queries amongst others”.

The Google BERT update – what it means for marketers

Vertical Leap

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