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The latest algorithm update from Google, BERT, is out for revenge on irrelevant, spammy content—and you’d better beware if this has been your MO of late.

BERT stands for Bidirectional Encoder Representations from Transformers, which means it uses deep learning to understand and respond to human language as humans use it. It also means Google now understands context, including word order, better than ever before.

This update has many implications for communicators. For one, local content will be even easier for local people to find; for another, using insider language and jargon will be useful for SEO and engagement.

Naturally, this means you have to laser-focus on your specific audience. Your content has to be targeted and in-depth. And it has to be the very best content on the internet for your topic.

Creators who have been writing great content for humans all along will see (or already have seen) a real jump in their search rankings.

An easy way to think about it is this: your content should be EAT-able. EAT stands for expertise, authority, and trust. When you create content that is original, informative, targeted, and engaging, you automatically check all the E-A-T boxes, and Google will reward you with high search rankings and more traffic.

In addition, now that BERT understands context and nuance, you will rank highly when people search for information that’s related to your topic, even when they don’t use your exact keywords! The Ultimate Blog Checklist lists all the elements you should include in your web content to make it EAT-able.

As a content developer you should always aim to create the very best piece of content on the internet for your topic. If you do that, it won’t matter what Google does—you’ll always be compliant.

Have Your Say

Share your thoughts about BERT in the Spin Sucks community.

Resources

What BERT means for communicators

Ultimate Blog Checklist

AI and SEO In the Post-BERT World

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio