Many web SEOs feared radical changes in the world of SEO. Several articles have even appeared to explain how to optimize your website for the BERT ranking algorithm. But now that the soufflé has settled, let’s see together what the impact is on your positioning.  Meaning “Bidirectional Encoder Representations from Transformers”, it is a process that takes its source on a neural network for preforming to natural language processing (TLN or NLP in English). More simply, this algorithm tends to take in their entirety the Iceland Email Address requests of an Internet user in the search bar thanks to an AI ( artificial intelligence ). Google therefore no longer examines the keywords individually, but treats the search as a whole while taking into account the context in order to offer more relevant and specific results.

For example, if you ask the question: “Where to find a hotel to take nice walks in Paris?”, Before 2018 Google mainly focused on keywords, now it analyzes the sentence as a whole and can understand the intention of the Internet user’s research. Currently you finally have the possibility of integrating prepositions, pronouns, linking words and everything that is specific to oral language!  On the one hand, Google BERT only impacts 10% of queries. They generally include long and complex sentences close to speaking. On the other hand, although the BERT algorithm does not seek to penalize websites, it still favors content that provides a precise and relevant answer to the Internet user. It is therefore the latter that appear in the first positions of Google’s results pages.

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What is the BERT algorithm?

Today, the Internet user has more and more importance on the Internet since it is he who will increase the visibility of your site. There must be content that responds to: its needs, his expectations, his immediate concerns. This is called quality content . And the latter takes value with the BERT algorithm. If you notice a drop in your positioning and a loss of visibility, it is because you have sought to be well referenced in search engines without taking your readership into account. You must then stop overloading your articles with keywords. Also avoid empty and impersonal sentences. Provide mainly qualitative and informative information. Finally, have a vocabulary and tone appropriate for your target audience. However, do not forget that this was already essential before the arrival of the BERT ranking algorithm.

Indeed, it has no impact on 90% of searches since it mainly focuses on queries of more than three words. The importance of Featured Snippets or Zero Position As it favors precise and relevant content, the BERT algorithm greatly improves featured snippets since they provide clear and concise answers to the various requests of Internet users. It could be anything: “How to prepare a jam? “,” What insurance reimburses the loss of keys? “, ” How to change banks ? “, Etc. More exactly, it is a search result. Of course, its objective is for the request to be satisfied. Located at the very top of search engine results pages ( SERPs ), featured snippets look like a sidebar. This usually contains a description of a few lines, the URL of the page, a link and its title. Appearing on featured snippets gives you better visibility and credibility .

Highlighting quality content

To do this, you need to know the general questions that users are asking in your industry. You must also provide short and relevant answers, but also topical. With Google BERT, we come more and more into a question / answer principle. By offering exhaustive and clear content, you are displayed on featured snippets. The valuation of long tail keywords As we mentioned earlier, Google BERT allows you to respond to long and complex queries specific to natural language. These are generally made up of more than four or five words, and most importantly, they represent 10% of Google searches. These are the ones that the BERT algorithm impacts. But it also tends to better understand voice searches in order to provide us with coherent and relevant answers.

Although it is not possible to optimize your site specifically for BERT, you can surely perceive a small difference in SEO: short keywords are less and less adapted to current searchers, unlike words. -long tail keys that correspond more to natural language. They thus allow you to appear in the first positions of the results pages of Google since they respond more precisely to the request of the Net surfer. Consider re-evaluating your keyword practice. Above all, use long tail keywords in order to adapt as well as possible to new developments in BERT. Indeed, this one privileges more and more the sentences constructed. Perhaps the subject-verb-complement structure will even be favored more by the algorithm in the future. What to remember from the BERT ranking algorithm The BERT ranking algorithm has very little impact on your ranking .

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