Marketers Need to Modify Content Marketing Strategies to be BERT Friendly

Marketing, Marketers, Content Marketing, Google, BERT, SEO

Marketing experts are trying to adapt to the latest Google algorithm BERT to make the website pages worthy of indexing increase numbers of visits.

It’s not just the number of content posted; an effective content marketing strategy relies on well-written, quality posts that abide by the Google algorithm requirements. Good content should have the most accurate information for Google to serve the best possible answers to user search queries.

Also read: Strategizing on Need Analysis – ABM in B2B Marketing

Over the decades, Google’s algorithm has been updated to learn improved ways to answer users’ questions and to detect well-written content. Google recently announced an algorithm change that is new BERT. The new Google algorithm stands for “Bidirectional Encoder Representations from Transformers.” It is designed to help Google to process language better to be able to comprehend queries better and thereby find more accurate answers for users. BERT is designed to teach Google’s search function to interpret the context of search queries and nuances.

BERT decodes the context of the words used in the query as well as analyze the synonyms to search beyond the words. It affects blogging and other parts of the content marketing strategy. All successful content marketing strategies should be designed to provide users with the most satisfactory answers to their questions.

Although well-placed keywords are already a part of the standard approach to blogging, they now need to be modified as per BERT. Still, some tricks can refine the blogging strategy keeping BERT in mind:

Well-written focused content: With BERT coming in, it’s important not to bend over backward, trying to fit those critical terms into sentences even if they don’t naturally flow.

Expanding vocabulary: Since BERT is designed to look for articles about the most searched topics using common synonyms, so it is essential to switch it up with another relevant language.

Include insight from in-house experts:  To improvise the website content,  inputs and insights given by experts should be included in the articles. This will provide more assisted information to consumers and give more authority to the content. Companies need to make a shift towards strategies to optimize SEO for voice devices.

Localized Content: Localized content has a more significant impact on BERT coming in as compared to the translated sites.

Unlike other algorithm updates, BERT isn’t something that’s going to have a massive effect on most sites, but it is certainly something all sites could have prepared for. The companies most impacted will be the ones who have been publishing large amounts of irrelevant content, targeting unrelated keywords, leveraging voice-enabled devices,  or having a multilingual web presence.

Also read: Finding ‘Moments of Truth’ In Marketing Processes