How does the BERT update help SEO companies concentrate on collaboration strategies?

The Google BERT release in 2019 made the SEO agencies look closely at the tactics used to assess the client’s keywords and content. SEO agencies need to undertake an overhaul mentality instead of the small corrective initiatives after any earlier updates. It is especially when one has to consider the searcher’s intent as well as the client’s ways of attaining specific onsite actions.

Understanding the Google BERT update?

The primary focal point of the BERT algorithm is on high-end content! What makes BERT different than other Google updates? It’s the capacity to understand the context. BERT allows Google to decide on content relevance. It concentrates on the precursory and the adjoining words, 

which approximates search query, for instance, prepositions, conjunctions, or any other words that assist in deciding the sentence context. There are several smart ways for word search. However, we know that these aren’t the searches that provide the best outcomes. Simply put, the long tail searches which come with apt conversion potential usually read close to spoken word.

What does BERT update mean to a web optimization company? 

The BERT update resolves two crucial things for Google. They are:

  • It minimizes keyword stuffing within the context and gives importance to correctly formatted sentences. Google is getting slightly rigid about its systems manipulation. Almost every SEO agency have tried to add in the keyword in their content. Keywords impact readability. However, the scope for incorporating a high-volume search term for ranking better is also tempting.
  • BERT update gives importance to the long-tail keywords. Today, most SEO agencies and professionals haven’t been able to let their clients understand the relevance of long-tail keywords. These keywords are transactional instead of informational and navigational searches that are apt for general traffic and website visibility. The long-tail search terms are generally used by the searchers who have come a long way in the sale funnel. Possibly, they are searching right now with a “ready to buy” mindset. 

Google claims that the BERT update will impact 10% of the overall searches. However, it is challenging to think that it represents the entire scope for long-tail searches. To sum up, the BERT update enables Google to bring back an increased number of targeted outcomes. It also has a clear understanding of the user’s intent with complicated searches.

What does BERT update translate to SEO companies in practice? 

BERT targets the “relatedness” of the search terms making use of the new-age computational linguistics by the Google Pygmalion. A prominent example that is prevalent in the SEO blogs is the link between the term “bank” and other search words like “shop close to a riverbank”. Previously, this search got the results for banks and sometimes shop details. The link between shop and bank got overlooked as the linguistic processing concerned wasn’t developed. By knowing the search term format and the words linked with another, for instance, the proximity terms, Google understands search terms as a complete phrase, instead of selecting the high-value words separately.

Also, SEO agencies and digital marketing services need to re-examine the resources of content developers. There are several SEO agencies and online marketing companies concentrating on the keywords and the voice one. They consider technical language during massive content edits on a client website. Several agencies work together with a freelancers and content development agencies for an in-depth content messaging tactics.

Both the content creating agencies and freelancers has a standard conceptual understanding of the SEO best practices. In most situations, they aren’t SEO themselves. However, the tenets of high-end content and SEO generally gets divided. It is even though the partnership is essential to locate a web page and remain there for addressing user intent. BERT will compel the SEO agencies to examine all their integration practices by concentrating on the way SEO and content-based practitioners come together to offer the ideal outcome for their clients.

The impact of BERT on the SEO companies 

The BERT update has impacted the B2B and another specialist/technical services! These business types make use of complicated language that depends on long-tail keywords for generating the scopes and differentiating the services in the market. From 2019 November end, several monitored keywords across various accounts got found to have auxiliary/navigational contextual elements troughed or peaked. The enhancements generally affected the mobile search rank potential positively instead of the desktop. Today, mobile-first indexing gets more attention, which doesn’t come as a surprise to SEO agencies. Instead, it might come across a move by Google for maximizing the lead generation and buying a scope for mobile devices. 

What does it all indicate? 

With the BERT update, the SEO professionals and companies need to better their understanding of the way searchers look and locate the client website. It is essential to have a clear understanding of the way users navigate a website and the specific challenges and scopes about the client’s market. Here two things are of great importance:

  • The content syntax – It helps Google to understand the complex searches concentrating on the parameters of the search, which enhances, blocks, and changes the meaning of multiple outcomes.
  • High-end descriptive content – It states that the landing and home pages are all set to redefine search metrics. It will also address all the new requirements for complicated search terms that will recognize and promote client services, products, and USP value.

Last but not the lease, it is essential for SEO agencies to understand their customers and clients. One can’t look at keywords with a scattered approach and combine terms of multiple lengths and use it for conversion, visibility, and volume. Today, more relevance is given to the high-volume terms that will reduce the ROI value as relevancy, and the usage of outcome goes up for the users. 

SEO agencies must optimize short-term keywords, as well. However, the complex aspects of the BERT update provide multiple chances to SEO agencies than before. It helps them with the opportunity to customize the web pages to cater to more particular intents that come with the benefit of increased on-page action and user delight. Once an SEO agency understands these aspects, they can manage their SEO strategy better. 


Shashank Jain, founder of good-name, a young and energetic entrepreneur has always been fond of technology. His liking for technology made him go for engineering in computers. During his studies, he learned & worked on different computer languages & OS including HBCD, Linux, etc. He also has a keen interest in ethical hacking.

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