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Who does not know Google? Almost all internet users in the world know the search engine. The information technology company, founded by Larry Page and Sergey Brin in September 1998, is increasing its existence by offering a number of features that make more and more people depend on it.

Google places itself in a very significant role in the digital world. It became a kind of platform where millions of people gathered at one time. Pandia.com reports that Google processes more than one billion queries search every day. These fantastic numbers will likely continue to grow along with the rapid development of information technology in the world.

What is Google Algorithms?

The algorithm can be interpreted with a system of calculations carried out by the search engine gradually towards a site automatically.

In carrying out its function as a search engine, Google complies with an algorithm system that is designed to be able to display the most relevant sites with keywords being searched.

For example, you are looking for a used car to buy. Then, in Google search bar you type some keywords like ‘buy a used car’. The Google algorithm will play a role in helping you to display results that are considered most appropriate to what you are looking for.

Anyone who has a product marketed in the cyber obviously wants their product to be easily found on search engines by people who really want to make a purchase. Therefore, digital marketing practitioners did some ways to optimize search engines (Search Engine Optimization / SEO) in order to synergize with the implemented algorithm by Google.

What is Google BERT?

In order to always be a solution to internet surfers’ needs, Google regularly makes innovations to improve its service. Google has implemented several algorithms from time to time, such as: Panda Algorithm, Penguin Algorithm, Geddon Mobile Algorithm, and Hummingbird Algorithm. Then, in October 2019, Google officially introduced their newest algorithm called the Bidirectional Encoder Representations from Transformers (BERT).

Danny Sulliva, Public Liaison for Search Google, explains that Google BERT Algorithm will apply NLP technology or Natural Language Processing, a branch of computer science that synergizes computers with natural human language.

NLP, which is a part of artificial intelligence in the field of linguistics, will take an important part in Google BERT to make it easier for netizens to find what they want to know in search engines more accurately.

BERT in its application will automatically learn human linguistic patterns, not only word by word but sentence context.

What is the Impact of Google BERT on Search Results?

Google said that BERT was one of the biggest jumps in search history. Google BERT will give an impact up to 10% of search queries. This is the most significant change since Google released RankBrain.

Then, what is the impact on search results? BERT algorithm will make Google’s response to search results become more humane than before.

Pay attention to the illustration below!

When you want to know is it possible or not to redeem someone else’s drugs prescription or not, you will probably ask something like this on Google, “Can you get medicine for someone pharmacy”

Then, with the Bert Algorithm, Google will display more relevant results to answer your question. Instead of showing about how the process of providing drug prescription, Google will try to understand that what you need is advice about the redemption of prescriptions that may or may not be done.

It’s more humane, right?

With the BERT algorithm, Google seems that they want to strengthen their  role in daily activities. It does not only play a role as a search engine, but also as an imaginary friend that will give the best answers for the questions that cling to the mind of its users.

For now, BERT has only been implemented in English, but in the future of course this algorithm will be applied to all languages in the world. Therefore, every practitioner of Search Engine Optimization (SEO), must set a strategy to deal with this smart algorithm.

Steps to Optimizing BERT

Although BERT might sound very complicated and sophisticated, don’t worry, there are some strategic steps that digital marketing can take to synergize with the algorithm.

As explained earlier, the BERT algorithm wants to make Google like a humane virtual friend. So departing from this mission, every website manager must provide content that is more humane and more qualified than ever.

Furthermore, here are some strategies you can apply to optimize BERT:

1.  Quality of user-oriented content

Instead of focusing on content to attract the attention of search engines, this time create content with a focus to attract the attention of readers/users. Use content with images and language that are more humane and adapt to understanding human language.

2. Apply E-A-T and Y-M-L

E-A-T stands for Expertise, Authoritativeness, Trustworthiness, which was introduced by Google together with the terms Y-M-Y-L or Your Money Your Life. This is a breakthrough made by Google to prevent fraud that often occurs in the cyber. Therefore, every content presented by a site must be sourced from trusted people (Trustworthiness), competence (Expertise), and have authority (Authoritativeness) on the topic being discussed.

3. Mobile SEO

Changes in netizens’ behavior that lately accessing the internet more through smartphones should be an important concern by website developers. In its application, BERT will prioritize browsing on sites that are mobile-friendly.

4. Optimizing UX and Technical SEO

UX or User Experience will become a more calculated aspect in the future. Make sure users feel a pleasant experience when accessing your website. Starting from the responsiveness, display images and sounds, to the use of interesting and easy to understand language. To support this, good technical SEO is needed, especially related to the speed of the site when accessed by users.

5. Entity Optimize and Knowledge Panel

In addition to optimizing content, be sure to optimize website entities so visitors can get important information about the services presented on the website. Includes contact telephone numbers, addresses accompanied by clear digital maps, shipping services, and so on. Make sure your data entities are well connected so Google can load them in the knowledge panel on the search engine page.

There are also other steps you can learn including optimization of the website structure, brand, link building, and so on.

Although SEO optimization cannot really be done in the RankBrain system, when you prioritize user needs in every content, BERT will always fancy you.