By The SEO Digital Marketing Team | Sunday, November 15th, 2020 | SEO for Painters.
Google algorithm updates make Google easier to use for all of us. Each change is designed to help bots interpret search data more intelligently, so users can find exactly what they’re looking for sooner, ideally without having to navigate off page one.
But Google changes their algorithms fairly often based on search data and user preferences. So it’s important for you to be aware of the latest Google algorithm updates, and to have a clear understanding of what it means for your SEO, your content marketing, and your overall marketing strategy.
Today, we’re taking a look at Google’s BERT algorithm. We’ll demystify this update and give you practical ideas for how to use it to your advantage in your marketing strategy.
The BERT update is one of Google’s latest algorithm updates, and it could make a difference for how your painting company website performs in searches.
BERT, which stands for Bidirectional Encoder Representations from Transformers, is a deep learning algorithm related to natural language processing. It helps a machine, such as a search engine bot, to understand what words in a longer search term mean by using nearby words as context.
When interpreting what someone types or speaks into the Google search bar, BERT handles tasks like:
Weighing the importance of Google algorithm changes helps you prioritize content, SEO and search advertising improvements for your painting business.
BERT is a critical update because its changes could affect 10% of all search queries. It represents an improvement for the Google user, since Google has become more likely to return relevant results based on context.
That means, for example, that you could search for “Louise Penny books in order” to see the sequential order of books in that author’s famous series.
Because of BERT, Google didn’t throw out the words “in order”, but used them as context for the more specific keywords in your search. The result? You get exactly what you’re looking for, without having to worry that you’re starting a series in the middle.
BERT has several critical implications for search engine optimization and campaign performance:
If your painting business website has little to no high-value content, the BERT update won’t help your webpages be seen more frequently.
Optimizing for BERT and other Google algorithm updates means making sure your content marketing is tied to SEO, and vice versa. BERT should be influencing your content in the following ways:
By prioritizing content relevance, the BERT update is poised to change Search Engine Result Pages (SERPs), and how you make it to Google Page One, in a few important ways:
Google wants its results to be as fine-tuned to our search queries as possible. When people need painting and contractor services, they don’t have time to wade through pages and pages of search results.
That means that, beyond BERT, we can expect more and more updates to recognize exactly what our customers are asking for. Make sure your content marketing, your SEO, and your paid search strategy are working together to deliver that. If you have questions along the way, SearchPrimer is here to help.