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 - 4/15/2021 06:00

Think of content marketing like a first date. If all you do is talk about yourself, you’re unlikely to get a second date. People aren’t primarily reading your content to get to know your company. Your audience is trying to solve a problem or get insights into a subject that is of genuine interest to them. The conundrum is that to ensure your content is consumed and appreciated, you must have a well-planned SEO strategy. To get content that meets your SEO needs, you need a content strategy and a way to convey that plan and its objectives to the copywriter. 

Sheetal Pinto - 4/8/2021 06:00

The best lawyers and politicians know that to persuade others, there are three elements of persuasion – ethos, pathos, and logos. Ethos refers to your character and believability. Pathos is the emotional aspect of your argument. Logos refers to the logic or reason of your statements. When you weave the three elements together well, you can persuade your audience to take action. Use the power of ethos, pathos, and logos to increase the effectiveness of your content marketing.

Sheetal Pinto - 4/1/2021 06:00

Having a strong content strategy builds your school’s reputation, attracts new students and brings your community together. It may even encourage alumni to donate and support your school in many ways.  The challenge is bringing together many departments and goals while having an engaging website and keeping up with social media. To be successful, it’s important for modern-day schools to be active online and on social media. Your school can also differentiate itself through an engaging online platform.

Sheetal Pinto - 3/25/2021 06:00

How Content Marketing Can Help Your Charity

Content marketing is often geared toward selling products or services. So, when your organization is a charity, it’s easy to think that content marketing doesn’t have to be part of your marketing plan. If you’re trying to build an online presence, you need a content strategy just as much as any for-profit business. Putting the right information in front of your audience gives you the opportunity to reach your community more effectively.

Sheetal Pinto - 3/18/2021 06:43

Communication is a two-way street. We share our message to get a response. How often do we forget to listen to the response? In our daily scramble to create new content, we often forget about checking to see what our audience thinks. We get so focused on Google rankings that we neglect our real audience – the customer. Creating an atmosphere in which you listen to feedback and reviews from your customers gives you a chance to let your customers know how much you care. Plus, it opens the door to some exciting opportunities in your content marketing strategy.

Sheetal Pinto - 3/11/2021 06:00

Burger King may have had good intentions with it’s 2021 campaign for International Women’s Day, but it’s tweet “women belong in the kitchen” came off as sexist. Although it is true that women make great chefs, the historical context of the phrase brought negative publicity to the popular burger chain. The campaign was a flop and goes to demonstrate the power of thoughtfully crafted content. You can use your content to show you value gender equality, provided you do it right. 

Sheetal Pinto - 3/4/2021 00:00

You’ll Find An Enthusiastic Audience in Exchange!    

Entrepreneurs cultivate discipline. It takes a lot of grit to get up every day and punch the clock without a boss looking over your shoulder. Most small business owners have their must-do list of things that have to get done, regardless of feelings and inspiration. Sadly, content marketing often gets relegated to that have-to-do chore list. It’s typically done out of discipline instead of enthusiasm. Gordon Parks, photographer, film director, musician, writer, and co-founder of Essence magazine, said, “Enthusiasm is the electricity of life. How do you get it? You act enthusiastic until you make it a habit.” If you’ve lost your joie de vivre in your content creation, here are some ways to find it again.

Sheetal Pinto - 2/25/2021 06:00

Don't Waste Time Staring at a Blank Screen Hoping for Inspiration

A white page with a blinking cursor can be scary. You sit down to write next week's content and stare blankly at the screen until 1 min, 1 hour or even a whole morning has passed without getting any work done. It's not uncommon for people to think that writer's block is a myth (a.k.a. procrastination). You should just start writing (or typing) and you'll come up with something—it doesn't always work that way. We know writer's block is real. Creating great content doesn't happen by accident or under duress. Go back to your content strategy and find a new approach to creating valuable content.

Sheetal Pinto - 2/18/2021 06:00

When Customers Are Seeking Help, Stop Selling!

Chatbots are becoming more mainstream as more businesses embrace the technology as part of their online presence. To maintain your brand’s identity and to avoid pushing customers away, your business can’t afford to leave your chatbot content strategy to chance. Here are our best tips for creating a chatbot that eases up your time by delivering relevant information to your customers.

Sheetal Pinto - 2/11/2021 06:00

Promote Your Employees So they Can Promote Your Brand

Akio Morita, co-founder of Sony, said, “I emphasize this—no matter how good or successful you are or how clever or crafty, your business and its future are in the hands of the people you hire.” Your employees are the foundation of your brand. Showcasing your team members and introducing them to your audience creates relationships with customers. Don’t make your “About Us” page an afterthought. Use the “Our Team” page to make your brand more personal.