Marketers should “write naturally” to optimise for Google’s BERT update

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 16, 2020, 6:37 PM UTC

The BERT update uses machine learning to process natural language and interpret the meaning of queries and page content.

This piece suggests that rather than re-optimising SEO strategies, brands should focus on creating content with meaningful information. By focusing on the search intent of users and creating easy-to-read web pages, marketers can improve their organic ranking and conversational searches.

Creating “how-to pages” and content with “hyper-specific explanations” can further help brands rank higher on the search results. Having an in-depth understanding of buyer personas will enable marketers to create content that addresses their customers’ pain-points.

By participating in forums, review sites and social media platforms, brands can “informally” address a wide range of customer search queries. The author suggests marketers should avoid stuffing articles with keywords and focus on the relevance of queries to optimize for BERT update.

Read the original article

[3 minute read]