Let’s jump straight back into our review of the top 9 SEO trends to drive more traffic to your business in 2021.
- Google’s BERT looks for intent matches
Bidirectional Encoder Representations from Transformers or BERT uses Machine Learning (ML) and Natural Language Processing (NLP) to better understand searches and what people are looking for in each search. This system has been updated to better interpret what a user is searching for, and this better understands what they are looking for.
The result of this is that websites that have mismatched content will be ranked lower, it is worth noting that this is not a system that de-ranks websites its focus is on prioritizing results for each search. Ensuring you are constantly publishing valuable content that satisfies your users intent will keep a steady flow of customers coming to your page.
How to optimize for Google’s BERT
Each time a user creates a search, they are doing so with specific intent. Are they trying to find the answer to a question? A list of options? A how-to-tutorial? A listing of products or find product reviews? As one can see this represents quite a wide range of options so one needs to make sure that the content you post to your website and keywords you use within it matches this intent.
As a practical example if one searched for “SEO” this would be interpreted as the user wanting to know about SEO as a concept. If you search for “SEO services” it will be interpreted as you are looking for someone for these services. So “SEO” is the informational keyword and “SEO services” is a commercial keyword.
Some keywords can be classified as multi-intent, if one searched for ‘SEO expert’ it could be interpreted as if you are looking to hire an SEO expert or it could be you want to be an SEO expert.