Google’s Push for Greater Context

Google’s Push for Greater Context

Google has launched a new update aiming to assess context to better understand search queries. BERT is Google’s first step towards more precise search results.

With the BERT update, Google is hoping to improve the way it understands queries so that users can choose more natural-sounding search terms. Our SEO marketing experts break down what there is to know about the Google BERT update.

Google Implements New BERT Model

BERT is the search engine giant’s biggest advancement for search in the last 5 years and quite possibly one of the biggest advancements in the history of search. It is designed to interpret the intended meaning of queries because it can handle multiple natural language processes. BERT differs from Google’s original methods of processing results because it no longer evaluates words one at a time.1

What Is BERT?

“The BERT (Bidirectional Encoder Representations from Transformers) is a deep learning algorithm related to natural language processing. It helps a machine to understand what words in a sentence mean, but with all the nuances of context.” – Bill Slawski, Search algorithm patent, expert.

BERT is designed to be a pre-training approach to be used on a larger body of text.  BERT is also responsible for entity recognition, parts of speech tagging, question answering, and much more. BERT’s main goal is to help Google understand natural language text from the Web.

What Does BERT Mean For SEO?

This update will definitely affect the pages featured on SERPs, but if your content is well written, you shouldn’t have anything to worry about. On the other hand, the BERT update will likely negatively impact poorly written websites. As a user, if the results aren’t quite as pertinent as you’d hoped, Google recommends a more specific query for more accurate results, especially for longer or more conversational queries. However, it should be noted that due to the complexity built into BERT, it will not be used on all the searches entered in Google – only 1 in 10 searches in English, in the United States.

Debunking Myths About BERT

When Google first announced BERT, a lot of SEO specialists went into overdrive to learn all they could about it.  This created a lot of misinformation that Google quickly cleared up a few days later.

Danny Sullivan took to Twitter to say that there is nothing to optimize for with BERT as it doesn’t affect anything on the publisher’s side. Here are some facts about Google BERT to keep in mind:

– BERT and E.A.T. are not the same

– BERT does not mean SEO specialists need to optimize sites for long-tail queries

– BERT is not a “small” update

– BERT makes stop words important


The implementation of BERT is a great asset because it will change the way Google understands natural language search queries so they can provide more relevant results to users and a more targeted audience to websites.


For more information about Google BERT, or to just learn more about SEO and digital marketing, Tandem Buzz is here for you! We are a boutique digital marketing agency in Fort Lauderdale, specializing in SEO, PPC, Social Media management, and more! Contact us today to see how we can help you.