The BERT update was rolled out by Google in 2019. If you haven’t wrapped your head around it, and you’re in SEO strategy development, here’s everything that you need to know about BERT. 

BERT stands for Bidirectional Encoder Representations From Transformers. The BERT update is here to improve Natural Language Processing (NLP), which is responsible for understanding the context of a search query on Google fully.

Mainly, BERT improves the results for voice searches and text-to-search features. With the growing popularity of voice searches today, this is how Google is evolving with the changing times to provide a better user experience. 

Furthermore, the BERT update allows Google to analyse better and understand what people are looking for on the search engine. Users who type long-tail keywords will now be provided with the best and exact results, thanks to BERT. 

How the BERT Update Affects SEO

Every Google update affects certain aspects of SEO, which is why digital marketers, business owners, and SEO experts are always on the lookout for any Google changes. It’s because failure to comply with the updates may have your website at the bottom of the search engine results pages (SERP), and you certainly don’t want that for your business. 

Here are the ways Google BERT update affects SEO: 

• Increases the Need for Long-Tail Keyword

Back in the days, long-tail keywords are not that important, until the BERT update rolled around. The update gives more focus on search queries that use long-tail keywords, especially that there is now an increase in users who use voice search on Google. Therefore, an SEO agency would be smart to include long-tail keywords in their content and in other SEO elements to help their clients’ websites rank better on Google. 

• Gives More Importance on Valuable Content

Google continuously reminds webmasters to write content for the users, not for the search engines. The BERT update delivers more emphasis on this by encouraging content creators to avoid unnecessary keyword stuffing, write valuable and original content, include relative keywords, etc. 

So, if you want to rank on Google considering the latest update, you need to create more valuable and informative content that will not only solve the problems of users but will also educate them. 

• Highlights the Need for Topic Clusters

What is a topic cluster? A topic cluster includes a group of interlinked web pages. Basically, it’s a pillar page. Topic clusters aim not only to target the right keywords but to generate internal links for relevant topics that will allow users to gain more in-depth knowledge of the topic that they’re interested in. 

Conclusion

Now that you know what the BERT update is and how it can affect your SEO, it’s your turn to align your strategies with it. An SEO agency can help you align your website with the latest Google update. By doing so, you can guarantee that your website will remain on the SERPs with potentially high rankings. If you notice lower site rankings since the update, then maybe it’s time for you to do some tweaks in your content and make them Google BERT-friendly. 

We are a renowned SEO agency in the UK that uses artificial intelligence to deliver the best solutions. Get in touch with us today to see how we can help improve your SEO efforts. 

Many companies from various industries have started incorporating some forms of Artificial Intelligence (AI) in their business processes and applications. AI is applicable, too, in the world of digital marketing, and on a more specific note, digital marketers have begun using AI in their content marketing strategies.

According to Narrative Science (leader in advanced natural language generation), 61 per cent of marketers say that AI is their most significant data initiative for the coming year. It implies that as far as content marketing is concerned, AI assists in creating effective messaging that resonates well with the right market.

For this reason, AI appears to be particularly useful in content marketing. How? Here are two effective ways of incorporating AI into your content marketing that will work wonders for your business.

1. Leveraging trends and customer profiles

It’s not enough to create content from out of nowhere and hope for the best result. The goal is to position your message next to the current interests. It only implies that you have to leverage today’s trends and customer profiles when promoting your brand and selling your products or services. For instance, if you have a Point-Of-Sale (POS) system set in place, make sure that your AI allows it to collect the following data:

• Phone numbers
• Email addresses
• Order history
• Traffic sources
• Referral sites, etc.

These data and information will help you sort demographics, see behavioral patterns, and come up with sound decisions in marketing. Next time, you’ll be able to produce even more relevant pieces of content that appeal to your target market.

2. Utilising natural language processing (NLP)

Another way to incorporate AI in content marketing is to use natural language processing (NLP). For the uninitiated, NLP is an AI technology aimed at enhancing the efficiency of improving content. It is specialized in the interactions between computers and human languages, particularly how to program computers to process and analyse large amounts of natural language data. When it comes to content marketing, NLP helps through the following:

• Data interpretation: NLP gives the computer the ability to interpret and understand human discourse. These data and information can help you dig into the subjects that are of interests to your target market and create relevant pieces of content that will appeal to them. Hence, they can be valuable for your content marketing.
• Writing analysation: NLP is used to analyse content writing. Through this, you’ll be able to improve targeting and guide potential customers down the sales funnel.
• Social listening: NLP can also be used for social listening. With the right tools for social listening, you’ll be able to come up with useful reports based on industry, brand name, competitors, topics, and keywords. All these can assist in your content creation and marketing.

Conclusion

When it comes to content marketing, producing valuable contents no longer need to be exhaustive and challenging. AI comes in to provide you with data and information to make your content marketing effective.

That said, make sure to consider the two valuable tips mentioned above—leverage trends and customer profiles and utilise NLP. All these can help improve your content marketing and contribute to the growth of your business.

If you haven’t incorporated this powerful technology to your content marketing strategy, then get in touch with us today. We’re an affordable SEO service in the UK that will help your company grow in the long run.

Search Engine Optimization (SEO) is the core of digital marketing. Without it, an Internet-centered business will find it hard to succeed in the long-term. The reason for this is because almost everyone is reliant on the Internet today, especially to search engines, such as Google. This is why queries are made daily by millions of people worldwide.

A business that doesn’t regard the importance of SEO may soon be left behind as thousands of companies are trying to get ranked on search engines regularly. These days, SEO has become inevitable when it comes to branding; more prominently for those who seek to rise in regional search engine ranks.

To better understand SEO, it is hitting specific metrics to ensure that more and more people can see your website organically. In SEO, organic means honest and natural website visits or content consumption.

In this article, we will share with you in greater detail about the importance of SEO for your business:

SEO and goal-oriented marketing

Netizens are much smarter these days, and they know how to distinguish honest marketing approaches from paid and pretentious ones. Since utilizing SEO uses a natural approach, utilizing it for your goal-oriented marketing strategy is vital to achieving milestones.

SEO helps to increase your brand’s visibility, establish a loyal customer base, create awareness, and generate leads.

SEO and word-of-mouth marketing

The goal of SEO is to increase the number of your visitors and improve your brand’s identity by way of garnering organic clicks. Likewise, word-of-mouth marketing becomes an effective tool since your content is being shared by people online in a truthful manner.

However, analytics will measure your site’s bounce rate, which is the rate of visitors closing the tab or going back or switching to another site without browsing your website for a set period. Know that some factors that can lead to this are low-quality content, such as click-baits, and generic, plagiarized blogs and articles, or an unoptimized website.

Once your website is optimized with SEO, only then will word-of-mouth marketing become powerful.

SEO and higher ROI

When brands utilize SEO in its proper form, they can earn a higher ROI more consistently. Compared to traditional marketing and advertising techniques, SEO will grant companies a chance to gain higher returns on investment since it is mindful of consumer emotions.

SEO, unlike other forms of advertisement, doesn’t interrupt audiences from watching a video and pop up a video in front of them. On the other hand, it only focuses on relevancy and a genuine desire to help audiences find what they’re looking for.

It also does not become bothersome for customers and does not need to convince them. This is why it is more effective, which leads to better ROI results.

SEO and quality

The beauty of search engine optimization is that it also makes brands and companies care about what they’re putting out. The most important thing in SEO is to have quality content.

You can post multiple blog posts, videos, and articles each day, but if they’re not good and engaging, they won’t do you any good. Gone are the days of bombarding audiences with many forms of content because the attention span of users is much shorter now. They have become impatient, which is understandable because the world is now a busier place.

This, however, is still good news for businesses who actually want to focus more on producing quality content and being honest about helping their customers. In SEO, while there are still some statistics and analytics to be aware of, the most important part is keeping visitors and customers engaged, and not manipulate them into following your brand.

Conclusion

SEO has become a primary marketing strategy for many businesses today as better results can be achieved because of it. A good business or marketer today knows that it is vital to try and go up the ranks, especially in their local area, and be genuine in serving their customers.

If you’re looking for SEO services to increase your brand’s identity in the UK, get in touch with us today to see how we can help you succeed through this strategy!