Search engines are constantly striving to improve their understanding of what people are searching for online so they can direct them to relevant results. This is good news for marketers and business owners looking to boost the visibility of their online content. If this is one of your goals, keep reading to learn what the experts at Saba SEO, a trusted provider of high-quality San Diego SEO services, have to say about the latest advances that are making it easier to understand searches better than ever before.
Gaining New Content Clues Thanks to BERT
In 2018, Google introduced Bidirectional Encoder Representations from Transformers, or BERT. It’s essentially a high-tech system for answering questions, and it allows words to be processed in relation to surrounding words in a sentence instead of individually. Search terms can then be better understood because the context in which they’re used is also considered. The result is more relevant search results, which could contribute to:
• More relevant traffic coming to your website
• Higher numbers of users who are ready to take the desired action
• Lower bounce rates and other beneficial stats
Having an Impact on Ranking and Featured Snippets
Let’s say you’re searching for “flights from Las Vegas to Miami.” Previously, it wasn’t possible for search engines to process words like “to” to figure out whether you were going to or from Miami. But thanks to the ability to use BERT models, prepositions such as “for” and “to” can be taken into consideration when results are delivered. This increased precision also applies to the featured snippets Google automatically draws from relevant content.
Increasing Search Accuracy in Multiple Languages
One other appealing feature of Google’s BERT system is the ability to improve search results in different languages. The idea here is to take improvements in English language search results and apply those results to other languages.
Understanding searches better is great, but it’s just as important to really understand your target audience. Once you have this knowledge, you can then produce the type of SEO-friendly content that can make things like Google’s BERT models even more accurate and effective.
Websites that keep up with Google’s changing algorithms are more likely to rank higher. If you want Google to recognize you as an expert on your product or service, Saba SEO can help. As one of the most well-respected San Diego SEO companies, we have served clients for more than ten years. In addition to search engine optimization, our services include web design, social media marketing, and mobile app development. To boost your ranking and stay up to date on Google’s practices, reach out to one of our SEO specialists at 858-277-1717.