In late October, Google announced it is implementing one of the biggest changes to its search system since RankBrain debuted in 2015. It’s a machine learning model—think artificial intelligence—that helps the search engine understand words and their relationships. Called Bidirectional Encoder Representations for Transformers (BERT for short, mercifully), it’s going to help Google understand the context of words and deliver better results.
Here’s an example. If you type “what obesity causes” into Google, you’re probably looking for more information about obesity complications and comorbidities such as heart disease and type 2 diabetes. Google will serve that information up to you, but it’s mixed in with pages that talk about the causes of obesity, such as physical inactivity and overeating. With BERT, Google will be better able to give you pages related to obesity complications, while serving pages about the causes of obesity to different queries.
We believe this update to be a huge positive for Points Group, our clients and their patients. Our SEO experts have always written and will always write for people, NOT search engines. BERT will help our clients’ patients and potential patients find the information they need, and better enable our clients to help more people while increasing their visibility on the web.
If your medical practice or healthcare organization wants to learn more about our search engine optimization and content marketing services, contact Points Group today.