Last month Google released the latest algorithm update called BERT.
BERT stands for Bidirectional Encoder Representations from Transformers, but we like to keep it simple around here.
Yes, the BERT mascot looks looks like his buddy is Ernie.
Google is now getting better at differentiating the meaning of the search by better understanding natural language. By placing more weight on the relationship of prepositions like “to” and “for” more relevant information can be shown.
Google searches (or any search for that matter) generally fall into three main categories: informational, navigational, or transactional (as illustrated above).
When writing content for your website, you should first determine how your golden nugget of knowledge relates to the intended search query of the person you want to reach. We’ve always preached “riches in niches” and this latest BERT update continues to reward quality niche or original content while penalizing many large websites that previously ranked high across the board. Prior to rolling out the BERT update, Google announced on Oct 25th, 2019 on its official blog that “nearly 10 percent of searches would be affected.” To date, many large websites that previously dominated broad topics are experiencing the biggest negative impacts at the informational end of the search spectrum.
One key takeaway here is that local businesses and niche websites that produce more specific and relevant content for navigational searches (i.e. web designer in Akron area) and transactional searches are now experiencing higher search rankings and conversions for specific search terms assuming they have quality and original content.
If you don’t have time to keep up with Google, or you keep up with Google, but realize you need a professionally built website, help improving your website’s SEO, or digital marketing let’s talk!
Call 330-331-7189 or email us today for a free initial consultation to determine if DigitalHipster can can help you grow your business.
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