Online Marketing Services: Analyzing BERT to Improve Search Results

Recently, Google introduced a significant modification to its core search algorithm. Here at Websites Depot, we constantly monitor any updates that Google makes to ensure that our clients’ websites are up-to-date and adhere to those new rules. Our online marketing services are also updated to ensure that they follow Google’s new policies. 

BERT’s Effects on Online Marketing Services 

Google announced that it is using new neural networking strategies to understand the intentions of a query. It stated that with the new techniques, the search engine can now provide more relevant results for one in 10 searches.

Algorithm changes often but they are subtle. When an update affects 10% of the searches, it becomes a huge deal. However, it works best for long queries. 

But these days, Google expects users to search in a more conversational query. The reason for this is that a full sentence is easier to interpret than having just a sequence of keywords. 

Bidirectional Encoder Representations from Transformers 

Last year, Google discussed BERT. It open-sourced the code to help with the implementation. In machine learning, transformers are quite new. They work well for data, making them useful for working with natural language. 

The latest update also allows Google in using the latest Tensor Processing Unit (TPU) chips. It enables Google Search to understand what the users are looking for and offers them relevant search results. 

Not all queries, however, are affected by BERT. But it is the latest tool that Google utilizes to rank results. How it works is still a mystery for online marketers. The overall process is hidden to prevent scammers from gaming its systems. 

With this update, online marketing strategies that you implement on your site may be affected. Although the effects may not be detectable immediately, online marketers should take notice. 

Here at Websites Depot, we strive to ensure that our clients’ websites are following the rules of Google. As long as the site follows those policies, it will not be greatly affected by the new update. 

For now, this update is used on 1 in 10 searches. Google admitted that it is complex enough that it has pushed Google’s hardware limits. It is one of the reasons that it is only used in limited searches. 

Google also stated that understanding language can be a difficult challenge. It is also an ongoing effort. you should also remember that, no matter how advanced BERT is, it will not get everything right. 

However, Google is committed to providing users with better results by interpreting the meaning of every query. 

For now, online marketers and search engine optimization agencies are still looking for ways on how to adapt to the latest update. But one thing is for sure. Here at Websites Depot, the strategies we implemented on our clients’ websites will still work regardless of what updates Google releases. 

The reason for this is that we only execute those techniques that adhere to Google’s policies. For more information on our online marketing services, please call us at (888) 477-9540.