While it’s common knowledge that Google frequently updates that requirements, specifications, and updates for websites, these new guidelines often come by surprise to many businesses. As such, each update leads to frantic shuffling and strategy changing, to get ahead of the bots and stick to that coveted top spot. But with the recent BERT update, Google has given us a good look at what the future of SEO might be – and it’s more specific than you might think.
Here’s what you need to know when it comes to the future of your business in Google’s search rankings:
Ambiguity is out
As part of the BERT rollout, Google has made it clear that they aim to provide their users with more accurate, specific and generally correct service. Part of this means filtering out any ambiguity in exchange for pure, simple and understandable information. Content on your platform should be informative, to the point and says exactly what your business does. It won’t do you any good being vague when BERT is searching for specific queries based on its own understanding and its understanding of the requirements of the searcher. Switching out more wishy-washy language in favour of particular statements and informative guidance is where it’s at.
Quality content is still king
Google has reiterated that, when it comes to climbing its search rankings, quality content is more important than ever before. While optimisation for BERT isn’t strictly possible if your website still favours keyword stuffing or irrelevant information over well-written, informative and reader-specific copy you’re likely to be dropping even further in the rankings. Ensuring your content is valuable, useful and says the right things about your brand continue to be top of the list, and that doesn’t look to be changing anytime soon. Google’s next update will no doubt bring around further factors to measure how genuine your content is, so getting in early is in your best interests.
Audience understanding is key
A significant part of the BERT update is improving localised and context-specific understanding of queries – so it’s no surprise that it pays for you to do the same with your SEO. Understanding what your audience wants, why they want it, and what would be valuable to them can take you far. Google favours this kind of content, and BERT is just as interested in copy that does something as opposed to says nothing. Keywords, of course, play a factor, but they should be as relevant to your audience as possible, as well as being high-quality and well-integrated. No stuffing needed.
As Google looks towards machine learning for the future of their algorithms, getting all your SEO ducks in a row is more important than ever. Create on-point content, and you’ll be ahead of your competition when the time comes.
