Published in KaVe, May 29, 2022.
First, let's consider two concepts: BERT and SEO.
BERT (Bidirectional Encoder Representations from Transformers): It is a Natural Language Processing algorithm that we can consider as Bidirectional encoder representations. It is a Machine Learning algorithm that tries to understand human language by considering the entire word set (corpus).
SEO (Search Engine Optimization): Search Engine Optimization is an optimization algorithm that tries to increase the value of your brand by increasing the organic interactions of our websites by ranking them at the top of search engines.
When working, search engines only place the best and most unique content that answers real questions on the first pages of the search engine results page (SERP). Therefore, you should organize your site by knowing these algorithms to increase the organic interaction of your site and to have it in the traffic flow on the SERP page.
BERT Algorithm prepares your site for long queries during SEO.
Below, we have discussed the evolution of the search engine Google, which we see as two examples.
The first image is from 1999 and the other is the form we use today. So what is the algorithm behind the change that brought search engines to this state?
RankBrain was one of the most important algorithms developed in 2015 to provide users with more valuable content on Google's search engine query screen and to ensure that content that is parallel to their searches is ranked higher.
RankBrain analyzes the user's past searches and finds concepts that match the new search, even if the new search is a query that the user has never searched for before, and presents it to the user's experience. The importance of RankBrain is that it is the first step in establishing meaning between human language and Machine Language.
The general purpose of our algorithms based on Natural Language Processing, which we consider as NLP, is to fill the gaps that occur when transferring concepts between languages and to ensure communication. The development of NLP algorithms and their use in search engines has brought us the BERT Algorithm.
With the BERT Algorithm, instead of a keyword-based algorithm in search engines, an algorithm that tries to predict the user's intention by understanding the entire text and query emerges.
BERT allows us to train the model more accurately with less data thanks to its bidirectional approach. Thus, we encounter the query "Did you mean this?" that we all encounter, thus, instead of the content that comes up only according to keywords, the content and pages that we really want to reach appear.
BERT and RankBrain algorithms were basically developed from models that can learn by themselves and understand patterns, which we call NN Algorithms, inspired by the Central Nervous System of animals.
Before these two algorithms, Google’s other Language Processing systems were one-way transformer systems. These systems consider the entire corpus when associating words and aim to derive a meaning close to human meaning. This situation has made it necessary for every SEO Expert to understand these algorithms.
In light of these explanations, consider the following for your brand and content to stand out:
◾Search engines want to provide valuable content to users and trust the site/content owners for this.
◾Do not optimize your site/content for BERT, optimize it for users.
◾Optimize the text by considering the spelling errors made by users. (e.g.:lawyer, lawer)
◾Instead of focusing only on keywords, turn your focus to the search intent.
The secret is to understand the intentions of the buyer web consumer.
◾Being a source that produces the most comprehensive content possible related to your brand/content increases your value and makes you more visible.
◾Make sure that your content is compatible with the title structure you have created. Use internal links within your content.