Brands should craft specific content to leverage Google’s Bert update

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2019, 4:46 PM UTC

Google’s biggest update since RankBrain will rank content that is contextual and specific to the search term.

Google’s new algorithm update called Bert (Bidirectional Encoder Representations from Transformers) will enhance search results by ranking more specific content in relevance to the search term. Bert understands natural language processing better by focussing on prepositions like “for” to provide relevant results.

In order to rank websites better, brands should create specific content that addresses informational, navigational and transactional search queries. While informational queries are ambiguous, like “how to lose weight”, navigational and transactional queries follow up with more details.

Marketers should focus on providing specific answers to the searcher’s question through their content as quick as possible. Concentrating on creating content around long-tail terms can help brands accurately match the user’s search term and attract relevant audiences.

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