POVs

The Google BERT Update: What Brands Need To Know

Learn how to leverage content delivery with Google BERT

For years, iProspect has recommended taking a holistic view of your Natural Search program inclusive of content marketing strategy and user experience in order to meet the needs of the consumer in search. On October 25, 2019, Google announced BERT (short for Bidirectional Encoder Representations from Transformers) – an artificial intelligence built to help Google serve better quality answers in Natural Search to users across search results. BERT is the biggest update to Google Search in the last five years and leverages Artificial Intelligence to understand the context and need of the consumer in order to display the most relevant information on the Search Engine Result Page (SERP). Displaying super relevant answers is an area where Google has continued to invest in years past with the Answer Box, People Also Ask and general search results. However, when you consider that 5.6 Billion searches happen daily, there is no shortage of irrelevant answers which do not understand the context of the question asked. Simply put, BERT aims to combat that.

 

As BERT integrates and delivers more long tail content answers and Answer box content, brands producing a strong question content strategy and content publishing will win. Expect this to translate into more Google Mobile Voice, Google Home Hub and Smart Speaker content wins for your brand.

 

Want to learn more and how to understand content delivery with BERT? Download this visual guide to BERT and best practices to approach your content strategy.

Download "The Google BERT Update: What Brands Need To Know"