What is new?
Google Core update in October on its algorithm and underlying hardware is changing its BERT natural language processing (NLP) model, making it an integral part of their algorithm. BERT, the transfer learning technique, allows Google to better understand written language through searches and improving its understanding of context. Rather than analyzing text words one by one, BERT models are now able to integrate the entire context of a page or text. This change in search is the largest one yet in the history of search and will be useful in understanding the intention users put behind search queries. Pages will be ranked differently accordingly, either lowering or increasing their score. On average, we see SEMrush Sensor SERP volatility scores shifting from 3.6 to 5.3/10 on desktop, and 3.9/10 to 5.5/10 on mobile among all websites in the UK.
How does this impact businesses?
The Google algorithm has become more sophisticated and learned to better understand website content and take context into consideration and as such to score website ranking better. As such, websites that match the updates have experienced good uplift and the ones without having lost their positions.
So what does this mean for your business or advertisers? Typically, websites will be affected based on content, trustworthiness and correct information. Essentially, websites that include content that affects health, safety, financial stability, including online shopping websites. Google announced its BERT update affects about 10% of search queries, thus recommending to focus on the quality of content and writing for your target to remain vital for SEO ranking and avoid potential plummeting of rank scores.
Digital agencies as GAE agency have been adjusting their content marketing strategies and activities based on such changes in order to rank our clients’ website higher on Google.
Overall, businesses must keep the quality of website content in mind more than ever before in order to rank higher on Google and remain relevant for the users.