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BERT Update October 2019: What to know & what to do

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Google's BERT Update is the biggest change to Search in the past five years. Here's why it happened, what it means for your content strategy and what we recommend.

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BERT Update October 2019: What to know & what to do

  1. 1. BERT Update 2019 What to know and what to do
  2. 2. 2 Bidirectional Encoder Representations from Transformers What is BERT? BERT helps Google understand complex or conversational queries. Instead of analyzing how one word relates to the word after or before it, BERT picks up on how words in a sequence relate to the rest of the words in a sequence.
  3. 3. 3 Why did BERT happen? 15% of queries are unique – which means Google doesn’t know how to process them. BERT is one (large) step in Google’s effort to understand how real people speak. Ultimately, this will help SERPs give people the most relevant information available. i
  4. 4. 4 BERT’s impact 10% of queries will be affected. Affected queries are more likely to be longer strings of words rather than short-tail keywords.
  5. 5. 5 How to optimize for BERT Good news: You already are if you’re writing for your audience first. Keep writing engaging and informative content for real humans.
  6. 6. www.brafton.com

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