Google BERT Algorithm Update: Contextualizing User Search Intent - Jordan Koene // Searchmetrics

Episode Overview: Speculation and uncertainty surround Google’s sudden BERT algorithm update, raising questions among experts in the industry on how big of an impact it will have on search and marketing strategies. Join host Ben and Searchmetrics’ Jordan Koene as they discuss BERT’s initial impact, how it’s changing the way Google analyzes context behind user search queries and how companies should avoid making abrupt, reactionary changes to their marketing strategies.

Summary

Google’s rollout of previous updates show signs they may have begun testing BERT during previous algorithm updates. The update modifies the language machine learning system behind Google search, which helps the engine better understand the contextual meaning behind both typed and voice searched queries. Companies should avoid making abrupt changes to their strategies as it will take time to obtain actionable key insights regarding the update’s impact on search. Google will continue to value strategies that identify the search intent of consumers and provide informative, valuable answers to consumer queries.

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