Where do we even start with the latest update from Google – BERT? Well, it looks like good news for businesses and copywriters who want to improve search results. If you have been employing long-tail strategies in your copy, this new algorithm is essentially designed to ensure that keywords and phrases are relevant to searchers. 

Ranking vs. Relevance

Despite how it may sound, the BERT algorithm does not deal with page or website rank. Instead, the idea is to identify contextual information from search queries. Therefore, searchers should expect to see more relevant results, regardless of how a query is worded. 
The algorithm is also expected to improve results for voice-search applications. Basically, if you spend a lot of time trying to make your copy relevant to your customers’ or clients’ searches, Google is now making efforts to ensure your landing pages and website and fairly positioned in results. 

BERT Rollout

As with all new algorithms, Google is rolling out BERT in stages. The first domains to benefit are obviously those that are top-level, such as Google.com. In the tech industry, this is common practice. When a new piece of software or algorithm is rolled out, it is easier to identify and correct any issues in a controlled data set. 
Rest assured that Google has a fixed timeline in place to roll out the algorithm to all countries that meet compliance requirements. The other aspect of BERT that requires staged rollouts is the inclusion of multiple languages. Most businesses will benefit from these changes, providing BERT is able to interpret search queries and return relevant results. 

Long-Tail Keywords

It has always been helpful to build up a database of long-tail keywords and phrases. When you want a customer or client to click through to your site instead of a competitor’s, long-tail keywords are the niche-specific words and phrases that will get a reader’s attention. If BERT is able to effectively interpret search queries, it could mean a significant increase in leads and connections for small to medium businesses. 
Skol Marketing can provide further information on BERT and what it means for businesses. Call today to learn more.