Why you can’t ignore “BERT” when planning a Content Marketing Strategy

The word “Google Update” is generally like a nightmare for webmasters.

History is proof that a fresh addition to the search engine’s algorithm has a great influence on the ranking, link building, traffic of the website.

The past updates such as Panda, Penguin, RankBrain, and Hummingbird had a great impact on the business.

The above algorithms were more interested in searching the content and punishing the website. It also includes spam, manipulative link building strategies, and dull user experience.

Talking about the Panda update, panda 1.0 targeted content farms, and low-quality content.

At the beginning of this news, Google claimed that this update influenced 12% of the U.S searches.

These affected websites such as Demand Media and About.com to optimize content for page views and more traffic.

In October 2019, Google launched a new algorithm named BERT. It stands for Bidirectional Encoder Representations from Transformers.

This update is not like the other updates and especially not havoc for the digital world.

Every Feature of BERT

With the help of natural language processing (NPL), Google is understanding the sentences, content, and question of the audiences in a better way.

This fresh algorithm is about analyzing context and boosting language understanding so it becomes more easy for the users to conduct natural searches.

Here, Google gives attention to a new algorithm for analyzing all the words in the sentence.

According to Google, the BERT model is considered a complete context of the word that is coming before and after it.

The good news is now Google can interpret the meaning of the words, this creates opens up a large door full of exciting opportunities.

For example, Now Google evaluates the complete use of grammar in the search queries.

When Google understands the true meaning of query it enables us to deliver more beneficial results.

Before the BERT, Google would show results related to US citizens traveling Canada.

Now, the search algorithm interprets the sentence and establishes its context.

As BERT can now effectively recognize how humans communicate, the users can find more reliable and accurate results for their queries.

As the BERT has entered the digital arena, let us know how to introduce the SEO strategy.

Also, when you want to create a content strategy which can be there for longterm in the industry, it is a must to take professional SEO services.

Transforming Content Marketing

It is a simple rule of content marketing where there is a requirement of creating relevant as well as high-quality content to increase the ranking and traffic of the site.

Both old, as well as new business owners, feel overwhelmed inputting content marketing into practice.

But BERT is completely different in that regard.

You can learn how you can use the BERT algorithm to create more high-quality content that is more conversational and have a tendency to drive more audience.

Other than understanding the prepositions, BERT can also analyze the content and provide results as per the related topics.

Focus on the Following Scenario

As time is changing and BERT is becoming more advanced, you can expect the result to be more relevant to the search queries.

The website owner must create more beneficial content that gives articles that are more related to the search query.

For example, when the users are searching for benefits of oranges, they must also get the benefits of orange oil and orange juice.

When you want to take advantage of BERT, you must create content strategy while considering the user’s perspective.

Avoid focusing on keyword density and create articles that are beneficial for your target audiences. This will not only increase your site’s traffic as more and more people will get reliable results to their asked questions.

Do not go for Lengthy Content

If you have been in this industry, you might already know how Google’s search algorithm functions.

Also, when it comes to the BERT update, the quality of the article has more relevance than content length.

Therefore, it is essential to re-establish the word count approach.

There are no more days where a 10k post fails to grab the audience’s attention.

Many professionals will tell you that the content pieces that are long in length converts better and that is the opposite of Gospel truth.

Long content pieces have some generic links and terms that Google can analyze in many ways. If so far, you have also used this same format, you are surely going to lose the chance of ranking in a higher position.

The concentration must be on-topic related articles that are of long-tail keywords.

Making Optimum Use of Long-Tail Keywords

You might not know that 70% of Google searches are regarded as a long tail. It is true! As technology is expanding with the help of voice search, the search queries are human-centric.

If you are not using long-tail keywords, you are relatively not driving considerable traffic.

Your readers expect direct and relevant results that can solve their issues as soon as possible. It does not matter how many words are used in this matter.

BERT is the answer to all Your Questions

We know the algorithm uses natural language processing to understand longer and conversational queries.

BERT allows you to plan your content marketing strategy in a way that people generally search for. Don’t depend on generic content and blindly follow keywords.

By using long keywords as well as a phrase will help you grow your chances for Google’s new search algorithm to show your pages to the target audience.

When you start creating top and conversational content in a particular niche, you will not only increase the conversion but also provide more value to the readers and get a smooth ranking scope.

A Win-Win Situation

Yes, there are a lot of things yet to be discovered in the BERT algorithm. But you can surely work on known features of BERT.

BERT is not like a secret recipe, it is a strategic way through which you can effectively plan your SEO strategy.

The fair news is you do not have to fret of losing the existing traffic of the website. Instead, this algorithm is a new benchmark to uplift your strategies.

In the coming years, you will see a broader picture of a search engine where algorithms will be able to understand the query just like a human.

Then, why not use BERT in the best possible manner and get reliable results from it?

If you are not sure how to implement BERT ideology in your content, you can simply avail the best SEO services from a reputed digital marketing company.

If you take this scope in your hand, you are surely getting some fruitful results.

About Author: Harshal Shah is the CEO of Elsner Technologies Pvt. Ltd. He has an overall experience of more than three decades in the IT industry. His area of interest lies in writing interesting pieces of content mostly on topics relevant to different types of CMS platforms. He wants to ensure that readers get acquainted with multiple web development tools & techniques so that we are able to build a technology-driven world for the future.


Also published on Medium.

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