Content Marketing Blog mint

Content Marketing Blog

Don’t Be Scared of BERT, He’s Very Understanding!

When was the last time you heard of BERT? While it seems like a name from Sesame Street or 1965 (Sorry to all the Berts out there!), BERT might be a name you’d like to know in 2019. That’s because it’s Google’s newest algorithm update and it has a big impact on marketers and their SEO strategy.

BERT stands for Bidirectional Encoder Representations from Transformers. In simple terms, BERT improves Google’s ability to detect and respond to natural language. According to marketer Liam Carnahan, BERT helps Google understand language "more like a human and less like a robot." He adds that BERT helps Google’s search function properly interpret the nuances and context of search questions and queries.1 Sounds like an update that was years in the making.

Google BERT Update in Action

By developing BERT, Google interprets the whole phrase, rather than each word in a phrase. This means that answers to queries will be more direct and contextually relevant. How noticeable will the difference be? According to Google, very noticeable.

In his article exploring BERT, marketer Neil Patel outlines a key example of how BERT makes a difference in your search results.2 Patel explains, that if you looked up "2019 Brazil traveler to USA need Visa" before BERT, your top result would be how US citizens can travel to Brazil without a visa.

Comparision of a search before and after BERT. Image taken from Neil Patel's blog: https://neilpatel.com/blog/bert-google/
(IMAGE: BRAZIL BERT RESULT)

However, after BERT, your result is more accurate – it’s about people traveling to the US from Brazil. That’s because BERT accounts for connecting words like "for" and "to" more accurately. They can add a lot of meaning and nuance to your search query.

BERT Won’t Hurt

While any new algorithm update might seem daunting to content marketers, you have nothing to fear. BERT is beneficial to most of us, as long we abide by the golden rule of content writing – writing naturally. If you’re unsure of how to make your content writing feel more natural, but effective, have a look at our article on writing tips that work. If you’ve crossed that hurdle, here are some things to know about BERT that can help you better optimize your content:

  • Context is Key: As mentioned above, BERT allows Google to understand the context behind words, rather than just words themselves. This is very helpful for words with multiple meanings.
  • Testing, Testing: BERT is still in its testing phase, which means it only impacts about 1 in 10 searches on Google.<3 Plus, it’s only being used on U.S. English search queries…for now.  
  • See it on Snippets: You’ll be able to see BERT at work on featured snippets and through PAA on Google. That means, it’s easier than ever for users to find what they’re actually searching for.

While BERT is a new update, it’s not a stretch to say that it could become the new normal for Google. With the rise in audio driven searches through smart phones and home assistant devices, Google and its competitors are working diligently to respond to naturally worded queries in an accurate way. BERT is a small step for the search engine, but a giant leap for SEO as a whole. 

Are you struggling to understand your NLA (‘no longer available’) from your SEO (‘search engine optimization’)? Content marketing may not be your strongest suit – and we’re here to help. At MintCopy, we have a team of talented SEO writers that can keep your content relevant and interesting. We use the best digital practices to optimize your content and keep your site, blog and other online platforms relevant.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 11/24/2022 16:42

Good today and gone tomorrow! That is the way of trends in the world of SEO and content marketing. What may generate interest right now can fall out of favor due to the ever-changing search engine algorithms. What can you do to ensure that you’re up to date? One useful method is to utilize Google Trends to find useful metrics that help you stay relevant. To make your way to the top of search engine results pages (SERPs), it’s important to use a variety of proven methods to create quality content. Read below to learn how Google Trends can help you gain insight on popular trends, seasonality, regional demands, and your competitors.

Sheetal Pinto - 11/10/2022 06:00

Revitalize, Refine, Repurpose

The Pareto principle is also known as the 80/20 rule. About 80% of your best results will come from 20% of your efforts. When you apply that to a creative endeavour like content marketing, you might be undervaluing some of your content creative efforts. It can be expensive to create content, from scheduling videographers, photographers, models, or even having quality copywriters write a blog post. Chances are that you have some valuable content that can be recycled or repurposed with a little elbow grease.

Sheetal Pinto - 10/27/2022 06:00

How to Create Content that Ranks Higher on the SERPs

With every Google update, there’s always some concern about page rankings. The most recent update, “helpful content,” is part of Google’s ongoing efforts to make sure that users get quality content in search results. If you’ve been using SEO best practices and providing content that is relevant and useful, you shouldn’t lose page rankings. It’s always a good idea to check your content marketing strategy and make sure it aligns with Google’s algorithm updates.

Sheetal Pinto - 10/13/2022 06:00

SEO Strategies that Stick the Landing!

Landing pages are specific pages on your website, usually created for an advertising campaign. The goal of a landing page is to get leads. You want to collect the user’s contact information in order to follow up with them. Typically, your business makes an offer, a discount or eBook, in exchange for getting the reader to share their information. Although landing pages are also web pages, there are a few things to know about creative copywriting for a landing page.

Sheetal Pinto - 9/29/2022 06:00

7 Assets You Need in Your Copywriting Arsenal

If you’re feeling like your content is getting dull and ordinary, it’s time to look at a few tools that can increase your reach and make your content more engaging. Fortunately, you don’t have to spend any money because you have easy access to these seven resources.

Sheetal Pinto - 9/15/2022 06:00

And the Perks of Gaining SEO Insights!

How do you measure the ROI when it comes to SEO? If you’re looking at the number of visitors to your website, you might be doing it wrong. The number of people who visit your site could be in the thousands, but if your content doesn’t convert, what difference does it make? Content isn’t cheap to create. The number of visitors to your site doesn’t tell the real story. Here are three metrics you can use to evaluate how your content is performing and whether your content marketing strategy is garnering its money’s worth.

Sheetal Pinto - 9/1/2022 06:00

How to Upgrade Your EAT & YMYL Content

Google is committed to making sure that its search results are helpful and relevant. Last year, Google made thousands of updates to its search algorithm with that in mind. Just a few days ago, another announcement about search was made, this time reminding content creators to create content with people in mind. What does that mean for SEO and copywriting? Here are three things to keep in mind when creating content. 

Sheetal Pinto - 8/18/2022 06:00

Why Your Content Must Be the Burning Question for Your Audience!

Google is constantly adding search features that help users get relevant information quickly. The “People Also Ask” feature has been around for a while, but it seems to be gaining traction as it’s being used in more searches. PAA boxes are another type of digital real estate, increasing your reach on a particular subject if you can get featured as an answer to a PAA question. Make it part of your content marketing strategy, even if you don’t rank for it immediately. The results might be slow, but they are worth waiting for.

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.