All business websites strive to achieve top spots in Google search results. The reason for this is that Google accounts for over 90% of all searches conducted on the Internet. It may sound like Google is a bit reckless and may not be fair to the competition. This is not the case at all.
Google is the only search engine that has been able to evolve from a simple algorithm into an artificial intelligence and machine learning phenomenon that powers a global industry. As if that wasn’t enough, Google has a maximum number of users who will convert and actually buy from your business. This means that Google plays a crucial role in the global economy.
Bert basics
Google has gained so much market share because it did one thing: solve search user queries. Google’s tech gurus actually update their algorithms several times a day and make other minor tweaks. All of these changes are made to support user requests better than ever.
Google searches are based on keywords, and voice control is now also becoming more important. Bert is actually a Google update that further strengthens the impact of keywords on the search engine based on the intent behind using those keywords entered by a user. This has a direct and significant impact on search engine optimization.
RankBrain comes to meet Bert
Before Bert, RankBrain was the artificial intelligence (AI) system that determined which search results to display based on the user’s keywords or the voice command given by the user. Now the same AI system uses Bert to determine a search result by adding the possible intent behind using those search results. This may sound like a small thing, but the technology behind this update is actually quite significant.
Before Bert, results lacked a possible reason for the search and had no connection to a user’s intent.
Bert helps the Google search AI system learn more about a user’s intent and actually helps find the result even faster than before and with greater accuracy. This means that content that is written and displayed on websites with clear intent or conveys direct and simpler messages will rank better on Google and therefore have a better chance of appearing at the top of search results.
Bert demands
To rank better in search results, we need to be able to respond to Google’s needs and be more specific to Bert’s needs. To give a simple example: Before the Bert update, imagine you searched for “2019 Brazil traveler to US requires visa” and found results showing (US citizens can travel to Brazil without a visa) , even though the user wants to travel to the US from Brazil. According to Bert, the results are more specific and results-oriented, ultimately showing results from (US Consulates in Brazil).
Source: neilpatel.com
That’s why we need to produce content that is search engine optimized and shows a clear intent to better engage users, rather than machine-friendly, blunt content that encourages sales. To achieve a better content creation strategy, we need to ensure that our content has the following characteristics:
- Search-oriented titles
- AI friendly keywords
- User-oriented message
- Context-based information
Diploma
It can be difficult to stay up to date with Google’s algorithm updates. Because it requires a deep understanding of change and requires the agility to actually deliver on a regular basis. Especially if you create mass content online for different industries. In this context, we need to promote content that is more user-friendly and aimed at helping a person in a contextual situation.
Reach First is a results-driven digital marketing agency based in Edmonton. We work closely with our customers to achieve the desired results. Contact us today to discuss your future business goals.