In 2019, Google rolled out a significant update to its search algorithm called BERT (Bidirectional Encoder Representations from Transformers). This update was designed to help Google understand the context of words in a search query rather than just focusing on individual keywords. As a result, content that focuses on understanding user intent and delivering valuable, contextually relevant information is now more important than ever.
For businesses looking to rank higher in search results, especially for Local SEO, understanding how to optimize your content for Google’s BERT update is critical. In this post, we’ll explain what BERT is, how it affects search rankings, and how you can optimize your content to align with the new ranking signals while enhancing your Strong Local SEO strategies.
What is Google’s BERT Update?
Google's BERT update is a deep learning algorithm that uses natural language processing (NLP) to understand the context of words in a sentence. Unlike previous algorithms that focused on the individual keywords within a search query, BERT helps Google understand the meaning behind the search terms in relation to the words around them.
For example, consider the query: "Can you recommend a good pizza place near me?"
Before BERT, search engines might have focused more on individual keywords like "recommend," "pizza," and "near me." With BERT, Google can now better understand the searcher's intent — that they are looking for pizza recommendations in their local area.
Why Does BERT Matter for Local SEO?
Google’s BERT update emphasizes user intent rather than exact keyword matching, which is especially important for Local SEO. Many local searches are highly intent-driven, where the searcher is looking for specific services or products nearby. Google’s goal is to provide results that best answer the searcher’s question, considering factors like location, context, and language nuances.
With Strong Local SEO strategies, businesses can ensure that their content aligns with this new focus on context and user intent. Optimizing your content for BERT means that your website will be better positioned to answer the specific needs of your local audience.
How to Optimize Your Content for Google’s BERT Update
1. Focus on User Intent
BERT's primary purpose is to help Google understand the context behind a searcher's query. For businesses targeting local customers, this means you need to create content that answers specific questions in a way that reflects the user's intent.
For example, instead of simply writing content about "best digital marketing services," try targeting more specific local queries, like "best digital marketing agency for small businesses in [your city]". This approach will help you meet the needs of users who are specifically searching for solutions in their area.
To optimize for Strong Local SEO, you should:
Use Local Language: Include phrases that people in your area typically use when describing your products or services. Think about how a local customer would phrase their query.
Address Common Local Questions: Include sections on your website or blog where you answer frequent questions from your local customers. For example, if you run a plumbing business, create content that answers questions like, "What should I do if my pipes freeze in winter in [city name]?"
By providing content that directly aligns with user intent, you'll ensure your site ranks well for highly relevant, context-driven searches.
2. Use Natural, Conversational Language
Since BERT focuses on understanding the natural flow of language, it's important to write your content as if you're having a conversation with your audience. Avoid keyword stuffing or overly technical language that sounds robotic.
Write for Your Audience: Craft your content so it directly speaks to your target audience. Use a natural tone and ensure that your content addresses their needs and questions.
Incorporate Long-Tail Keywords: Long-tail keywords are more likely to match natural language queries. For example, "affordable SEO services for small businesses near me" is a great long-tail keyword to target in local searches.
For Local SEO, this conversational tone is especially effective because local searchers often use more casual, location-based phrases. For instance, "where to eat in [your neighborhood]" or "best yoga classes near [city name]" are common ways people search for local services.
3. Optimize for Featured Snippets and People Also Ask (PAA)
One of the most significant changes brought by BERT is Google’s increased focus on featured snippets and the People Also Ask (PAA) boxes. These snippets are often shown in search results when users ask questions or search for specific information. To optimize for this feature:
Answer Questions Directly: Structure your content to directly answer common questions related to your business or industry. For example, a restaurant might have a blog post titled, “What are the best Italian dishes in [city name]?”
Use Lists and Tables: Google often uses lists, tables, and bullet points for featured snippets. If your content is well-structured and provides answers in a list or easy-to-read format, it increases the chances of appearing in a snippet.
For Strong Local SEO, you can also optimize for local snippets by including location-based data. For example, if you’re a service provider, create a list of services you offer in specific neighborhoods or cities.
4. Optimize for Local Search and Location-Specific Keywords
Since BERT understands the context of search queries, it’s crucial to incorporate local search terms and location-specific keywords into your content. Here’s how to do it:
Include Geo-Targeted Keywords: Use keywords that reference your location, such as “[service] in [city name],” or “[product] near [neighborhood].”
Use Google My Business: Make sure your Google My Business listing is up-to-date and complete. This helps Google serve your business in relevant local search results.
Local Citations: Ensure that your NAP (Name, Address, Phone Number) information is consistent across the web. Consistent citations help Google associate your business with the correct location.
For Local SEO, this will help your website show up in local search results for users searching for services or products in your city or neighborhood.
5. Improve Content Depth and Relevance
To align with Google’s BERT update, your content should go beyond surface-level information. BERT aims to understand content that is deep, meaningful, and relevant to a user's query.
Incorporate Contextual Information: Go beyond the basics and include detailed, useful information that fully answers the searcher's query. If you're a plumber, for example, don't just write about "how to fix a leaky faucet." Expand the content to cover common plumbing issues specific to your area, such as "how to prevent pipes from freezing in [your city]."
Write Long-Form Content: Longer articles that thoroughly cover a topic are more likely to satisfy user intent. For local businesses, creating in-depth blog posts or guides that address multiple aspects of a local issue can help you rank higher for local searches.
For Strong Local SEO, creating detailed and comprehensive content is key to standing out and providing value to your local customers.
6. Focus on User Experience (UX)
Google uses user experience signals to determine which websites to rank higher in search results. A poor user experience, such as slow loading times or hard-to-navigate pages, can hurt your rankings.
Improve Website Speed: Ensure that your website loads quickly. Use tools like Google PageSpeed Insights to assess and improve your page speed.
Mobile Optimization: Since many local searches are conducted on mobile devices, it’s essential that your website is fully optimized for mobile users.
Clean Navigation: Make sure your website’s navigation is intuitive and user-friendly, especially for local customers looking for specific information.
A good user experience improves your chances of ranking higher in both general and Local SEO searches, as Google prioritizes sites that users find helpful and easy to navigate.
Conclusion
Google's BERT update has shifted the focus of SEO from exact keyword matches to understanding user intent and context. By optimizing your content with a focus on user intent, natural language, and detailed, relevant information, you can align your content with BERT’s requirements and improve your rankings.
For businesses looking to excel in Local SEO, optimizing for BERT means ensuring that your content not only addresses local needs but also provides contextually relevant, helpful answers for users in your area. By focusing on local language, long-tail keywords, and improving the user experience, you can enhance your Strong Local SEO and attract more local customers.
By following these strategies, your website can not only thrive under Google’s BERT update but also stay ahead in the competitive world of local search.