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How bert will impact your digital strategy

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Google’s recent BERT update is its biggest in 5 years after Rankbrain. According to Google it will impact 10% of all queries and is one of the biggest steps forward in the history of search. In this presentation Milestone shares real examples of BERT's impact, and guide you through 5 steps to prepare you for BERT. This presentation was given by Milestone‘s President - Benu Aggarwal, and Head of Products - Sathya Krishnamurthy in a webinar on Thu, November 21st. It will arm you with practical tips to upgrade your digital assets and be ready for BERT, conversational content, and voice search.

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How bert will impact your digital strategy

  1. 1. we put you in front of your customer How Google’s BERT Update Impacts Your Digital Strategy www.milestoneinternet.com | @milestonemktg M I L E S T O N E W E B I N A R
  2. 2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TODAY’SPRESENTERS BenuAggarwal President, Milestone Inc. Sathya Krishnamurthy Head of Products, Milestone Inc. Jake Brennan Moderator
  3. 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONE PRESENCE CLOUD PLATFORM CMS Local Reviews AnalyticsInsightsSocial Schemas Voice Search D R IV E R E V E N U E A N D T R A F F IC F R OM D IGITA L
  4. 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TRUSTEDBYTOPBRANDS-WITHOVER500AWARDS
  5. 5. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG HOWWILLBERT IMPACTYOUR DIGITALSTRATEGY? WHATISBERT &WHY? SEARCH&CONSUMER TRENDS 5”MUSTDOs”TO CAPITALIZEONBERT WHATWILLHAPPEN? HOWTOMEASURE? SITESNOTICING IMPACT&WHY YOUR2020 DIGITALSTRATEGY
  6. 6. WHAT IS BERTAND WHY? Google’s biggest update in almost 5 years
  7. 7. SEARCHHASEVOLVED TEXT DRIVEN 2008 2020 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Relevant & precise results Understand Long Tail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX https://moz.com/google-algorithm-change
  8. 8. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BERT:SEARCHENGINESUNDERSTANDHUMANINTENT Search Engines becoming smarter by understanding how humans interpret language. @MILESTONEMKTG OPENSOURCE GOOGLE CONTRIBUTION WiKIPEDIA MACHINE LEARNINGNLP FRAMEWORK BI-DIRECTIONAL -PREDICTSCURRENT &NEXTSENTENCE TIP: SPEND TIME UNDERSTANDING SEARCH INTENT, ENHANCING WEBSITE STRUCTURE & CONVERSATIONAL CONTENT
  9. 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG BERT–WHY&IMPACT Bidirectional Encoder Representations from Transformers According to google – “Bert helps better understand the nuances and context of words in searches and better match those queries with more relevant results” GETTINGVOICEREADY CONVERSATIONAL SEARCHIMPACT Google estimates that this update will impact around 1 of 10 searches Designed for conversational and natural language queries Relevant results, better user experience, less clicks
  10. 10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG BETTERUSEREXPERINCE-RESULTSMOREACTIONABLE,RELEVANT &CONVERSATIONAL Rich Snippet no need to click further More Relevant & Conversational
  11. 11. SEARCH TRENDS & CONSUMER TRENDS IMPACTINGYOUR DIGITALSTRATEGY
  12. 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMERBEHAVIORISCHANGING–MORETIMEONMOBILE QUESTIONS INSTEAD OF SEARCHES SHORTER ATTENTION SPANS SMALLER DEVICE SCREENS SCREEN-LESS DEVICES
  13. 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ALLABOUTMOBILEANDVOICESEARCH 50% of search is expected to be voice-based by 2020 (ComScore, 2017) 30% of web browsing will be screen-less by 2020 (Gartner 2019) https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ 65% of all Google searches are mobile (Google 2019) https://www.dbswebsite.com/blog/trends-in- voice-search/
  14. 14. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG 84%OFSEARCHESAREDISCOVERYSEARCHES
  15. 15. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG GOOGLEMOBILEBROWSERSEARCHCLICKS: SEPT.2019 56.10% 39.69% 4.22% Zero-Click Searches Searches w/ Organic Clicks Searches w/ Paid Clicks
  16. 16. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG RICHANSWERS,IMAGESANDSERPSATURATION
  17. 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG OWNGOOGLESCREEN-ZEROCLICKS,SERPS,KNOWLEDGEGRAPH,ANDPAID+META HAVEBETTERVISIBILITYINGOOGLESERP TRADITIONAL EYE- TRACKING MODEL UPDATED EYE- TRACKING MODEL
  18. 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 • More SERP leads to more impression share • 30% to 70% less available clicks as google expanded the definition boxes @MILESTONEMKTG SERPSATURATIONS,MOREIMPRESSIONSANDLESS CLICKS
  19. 19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG YOURDIGITALSTRATEGYISTOSATURATEGOOGLEHOMEPAGE This is Your Homepage.
  20. 20. GOOGLE IS FOCUSING ON DELIVERING BEST USER EXPERIENCE 5 THINGS YOU MUST DO
  21. 21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 USEREXPERIENCE,EXPERTISE,AUTHORITY, ANDTRUST Find ways to make our brand what searcher seek out @MILESTONEMKTG Does the hotel Nikko have a pool? Zero Click Solve Problems
  22. 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION – DIGITAL ASSETS ALIGN WITH USER INTENT TRAVEL’S INSIGHTS STAFF TIPS MOBILE EXPERIENCE RELEVANCY,CLICKABILITY- DIGITALASSETSALIGNWITH CONVERSATIONALSEARCH HOME THINGS TO DO
  23. 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG GOOGLEISAIMINGFORTHEBESTUSEREXPERIENCE AUTHORITY: Consistent qualitative Links & Citation 1 TECHNICAL SEO: Indexability and Crawlability 2 RELEVANCY: Relevant, Fresh & Conversational 3 SPEED and Mobile first4 CLICKABILITY: Entities, UX, Layout, Structure 5 KEY TAKE AWAY - Your Domain should demonstrate solid expertise, authority and trust (EAT)
  24. 24. SITES THAT SAWABIG IMPACT & WHY
  25. 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MISSINGBERTORMOBILELOVE-EXPEDIA.COM,NEWYORKTIMES
  26. 26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG RESULTSONLONG-TAILCONVERSATIONS Long tail queries saw huge fluctuations post BERT update, eventually stabilizing to higher ranks
  27. 27. Confidentialwww.milestoneinternet.com | 1-408-200-2211 PERFORMANCEDROPSSEENACROSSSITESTHATDONOT CUTIT–TRAFFIC,SPEEDANDMOBILE SEM Rush Domain Analysis Analytics code changed 900 Sessions 450 Sessions
  28. 28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG WIKIPEDIAANDAMAZONGAINEDAFTERBERT Search Engine Best Practice Search Query Deserve Fresh Content – QDF Information Query are treated as News Query https://moz.com/blog/was-there-a-november-14th-google-update
  29. 29. POLL Of the 5 key areas we discussed which are the highest priority for you in 2020?
  30. 30. WHAT WILLYOU SEEAND WHAT DOYOU MEASURE?
  31. 31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SERPSATURATIONBYINFORMATIONCONTENT
  32. 32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 IMPRESSIONSGOINGUPFORLONGTAIL
  33. 33. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG VISIBILITYGOESUPWITHSOLIDSERPS 1."Quality conversational content” than “keyword-rich content” 2.Add FAQs, conversational & long tail content and entities as part of your content strategy 3. Speed and Mobile must have
  34. 34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG AMP,LONGTAIL,FAQGETTINGMOSTTRAFFIC AMP, Dining, Things to do, Specials, FAQ
  35. 35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MOREIMPRESSIONS Higher Impression AMP Mobile FAQ
  36. 36. POP QUIZ (True or False) You can optimize for BERT.
  37. 37. 2020 DIGITALSTRATEGY
  38. 38. 2020DIGITALSTRATEGY SPEED MOBILEFIRST HTTPS, CRAWLABILITY INDEXIBILITY AUDIENCE TARGETTING CUSTOMERJOURNEY AUTHORITY CLICKABILITY CONVERSATIONAL CONTENT
  39. 39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG 2020DIGITALSTRATEGY-KEYTAKEAWAY GOOGLE IS YOUR NEW HOME PAGE IMPRESSION AND SERPS ARE MORE IMPORTANT USER EXPERIENCE IS KEY FOR WINNING CONTENT NEEDS TO BE WRITTEN FOR CONVERSATION BUILD 5 PILLARS TO WIN
  40. 40. Confidentialwww.milestoneinternet.com | 1-408-200-2211 UPCOMINGEVENTS 2020 Digital Trends Webinar Bringing Milestone Thought Leadership to India
  41. 41. QUESTIONS?

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