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BERT will most probably remind everyone of Bert and Ernie from the Sesame Street episode. Many businesses have mostly overlooked Google's BERT. Well, the reason is Google algorithms technically change every day, and it is hard to keep a tab on every one of them. But let us break the ice here, it is Google, the most sought Search engine, and everyone wants to know about it. Google's long line of improvements has everyone turning their heads around each feature. For Instance, In 2009, Google confirmed not using the 'keywords' Meta tag as a ranking factor In 2011, Google started moving to secure search In 2012, Google announced the Knowledge Graph In 2013, Google announced the launch of Hummingbird In 2015, Google announced RankBrain In 2019, Bert rolled out These portray that Google released BERT after RankBrain. BERT is the next enormous feature development after RankBrain. Of course, their small changes never stop as mentioned above, Google algorithms change every day. What is BERT, and what does it do? BERT stands for Bidirectional Encoder Representations from Transformers. Google launched BERT on the 21st of October, 2019. They also mentioned it would affect one out of every ten searches of the USA English. Google also announced it to soon apply to more languages, without specifying a date. Here we are not going to go all technical and make it seem like a research paper. It can go from layman language to technical explanations. Google has adjusted its algorithm to understand natural language processing [NLP]. Now, typing into Google will feel more like talking to a real person. Google can understand the context of what you are trying to say. It would not focus only on the heavy word but also on the words before and after it. It's an astounding feature to have Google understand the intent behind a search. 3 Great Examples to Explain BERT: These astounding examples of BERT can explain in a clear-cut manner, how it really works. 1. Here is a search for "2019 brazil traveler to the USA need a visa" The word "to" is complicated, and it is crucial in understanding the actual intent of the search. Before BERT, the results used to be based on U.S citizens traveling to Brazil. After BERT implementation, results were based on a Brazilian citizen traveling to the USA. BERT can grasp the nuance in the sentence. By this, Google can provide a much more relevant result. 2. This is another query, "do estheticians stand a lot at work.” Previously Google was matching keywords by matching the term "stand-alone" in the result with the word "stand". After the BERT Model introduction, Google systems have learned to understand that "stand" in this context is related to the concept of physical demands of a job, helping display more relevant responses. 3. This another great example of a search. "Can you get medicine for someone pharmacy" from this context, people can understand the intent of the search, but BERT can help Google understand it too. BERT model can understand "for someone" is an important phrase of the sentence. Previously the results were on general filling prescriptions, whereas now it is more on getting medications for someone else. BERT can affect your SEO Not going to say that every website is going to be affected by BERT. The companies most impacted will be the ones targeting unrelated keywords, publishing large amounts of content, have a multilingual presence, or have leveraged voice strategies. Let us get a little more deeply into how it can affect your SEO: Irrelevant keywords will take a Hit, but it is a good thing There are a lot of confusing terms out there. Words with a double meaning are what I mean. The traffic drawn through irrelevant words is untargeted web traffic. In other words, that traffic is unlikely to be converted into conversion. Plus, when a person ends up with irrelevant responses they are most likely to go back and change the search, leaving your website with higher bounce rates. Content Created for the Users will still be on Top All your relevant content will still be impactful. Google can now understand the intention behind the searches. The highest and highly relevant companies will rank instead of keyword-stuffed content that is solely prepared for traffic. How can you Optimize SEO? Use topic clusters to create signals to search engines that you are influential for a particular topic that encompasses a wide range of long-tail keywords. Be specific with your target of keywords BERT can affect your Content Marketing BERT and your Content You keep doing what you are doing when it comes to content, but there is one thing to keep in mind; the user. BERT was to make the search engine user-friendly Google is a search engine where billions of searches take place every day, out of which 15% of them are entirely new. The core motive was to give that 15% accurate resolutions. So go ahead, give out the best quality content that you already do, but it has to be the best for the user. Irrespective of the SEO strategies, it all comes down to good content Optimize existing content If you want to keep your SERP, perform content audits, and find the irrelevancy. Try on the shoes of your audience before starting to write. Understand user intent before you can create content. Try covering all the questions of the user. SEO and, Content are two of the most cost-effective ways of marketing a business online . You might need a little heads-up to keep up with the on-going trends, and that is the primary motive of this article. Wrapping it up: The point was always to create content for the audience, but now it has turned to real-time. What is the point of gathering traffic that comes from irrelevancy? Now is when you should be turning to a smarter SEO strategy. BERT's design is to interpret users' intent. Google's advice to all websites after launching BERT was, "Create high-quality content keeping the user in mind". This makes complete sense. Given the current scenario, creating high-quality content that is relevant to a user is the safest way to get long-term search rankings.