it’s called bert, and it deepens context.
by sandi leyva
the complete guide to marketing for tax & accounting firms
google just rolled out a new search algorithm update that impacts not only the results of searches you perform but also how your website ranks in search results for more complex queries.
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this major change comes with the name of bert, and in this case, bert is an acronym that stands for bidirectional encoder representations from transformers. bert helps google understand natural language in searches in a more meaningful way and will be able to provide searchers with better answers to their deeper queries.
one example is when a query contains the word “no.” before, that word has fallen out, but with bert, it will be able to add richer contextual meaning that will in turn deliver better search results. search keyword phrases with prepositions and pronouns will also be better understood.
bert interprets search queries, not web pages, and is another signal that google will use when producing the best results it can for users of search. google estimates bert will impact 10 percent of all searches and considers this change to be the biggest it’s made in the last five years for the future of search.
bert is just one of many changes that will impact accounting firm marketing plans in 2020. in the short term, firm marketing heads should check their website rankings over the next few weeks as bert rolls out.