The job of a skilled
SEO strategist is to follow the drivers of what influences organic search
results, and as a result, the major search engines. Google, being one of the
largest makes changes to their engine algorithms to ensure the highest
relevancy for users. Google has made significant strides (and is dominant) in
search. One change to keep an eye on relates to their Artificial Intelligence
(AI) enhancements that they believe will improve relevance over time. So know
BERT, launched in October 2019. Also known as "Bidirectional Transformers
for Language Understanding". Google is calling this one of their biggest
leaps forward in the history of search.
BERT is expected to
affect 1 in 10 searches, and is expected to learn the context of how words are
used in language…and therefore search. What does this mean for SEO and Search?
Two things come to mind:
(1) Presumably this will provide a better user
experience through more relevant search results.
(2) It will better
reward those who create the best and user focused content.
SEO strategists
can't optimize for this, but rather focus their clients on point #2 above. A
win for users!
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