Changing Algorithm: What is Google BERT?

In the past few days, Google stated that a new algorithm has started to be used for search engines. What will be the effects of this update, which they call BERT?

Google recently made a new update for its search engine results. This update, which they call Google BERT (Bidirectional Encoder Representations from Transformers), seems to lead to big changes in organic search results.

Supporting the Rankbrain algorithm with machine learning in 2015 to provide the most appropriate results for the searches made, Google enabled the computers to give more logical and closest answers to the results, by imitating the human behaviors.

The BERT update that came in 2019 has taken all the words into a logical evaluation instead of processing the words of the search query separately and thus, listed the most consistent and accurate results.

BERT is based on a pre-trained, open-source NPL (Natural Language Processing) model. While examining the entire sentence to find the missing word in the search query, it is distinguished from other updates with this feature.

BERT, which will also use machine learning algorithms, has a bidirectional language processing feature. It tries to understand the relationship of each word with another word. It uses a more complex masked language model contrary to a right-to-left, left-to-right superficial bidirectional language processing.

Google has released an article for the update to be understood more clearly. In this article, it has been stated that the BERT algorithm uses a neural network-based technique for natural language processing. Google BERT, which will also evaluate either synonyms or similar words, will conclude the user’s search intent and content based on the entire search expression.

BERT Algorithm Effect on Search Results

Google, which has been using the BERT algorithm to display search results for the past two weeks, stated that 1 of 10 search queries was affected by the update. Furthermore, clearer and more descriptive texts related to the search will be displayed in the prominent snippet fields in the search results.

Below you can see the two comparisons in the article published by Google about the algorithm. The difference in results from the same search done is noticeable.

With BERT, the most relevant information and sales page will be presented to the user who is searching for a product in the search engine. Websites that prepare more niche and detailed content seem to benefit positively from this update.

Another important point is to use “long-tail keywords”. This is a very important detail to be got to the top in deterministic searches rather than short and general uses. Long-tail keywords help natural language processing understand search content and intent. Note that online searches with clearly used words will meet you with more relevant users, so your turn and view rate will raise. To illustrate, the search for ‘women’s winter dress models’ is within a clearer frame than the search for ‘winter clothes’. The search can become even clearer with new words such as color, model, and fabric that will be added at the beginning and end of this search.

Google BERT seems to be a new turning point for websites. We have a long time to monitor the results, but let’s see who will pass this turn successfully in the web world. You can also contact us about this and ask your questions.