The Importance of Natural Language in SEO
In 2019, Google released its most recent major algorithm update. Known as BERT, the update implemented natural language models to analyze search queries. After this and many minor updates, Google’s search results are optimized for natural language queries. Most importantly, they’re more contextually aware.
It’s a massive improvement for the end user. The average user can now find accurate and relevant results when typing full-phrase searches. It has dramatically improved voice searches with virtual assistants.
What does this mean for websites? Do you need to produce content to cater to an algorithm with a natural language model?
The answer is yes, and also no, depending on what you’ve been doing so far.
Understanding Google’s BERT Algorithm
The two most important things to know about BERT are contextual understanding and semantic understanding.
- In previous algorithms, Google interpreted each word in a query in isolation. With BERT, the algorithm looks at the entire search query in context.
- The new model has a semantic understanding based on pre-training data and ongoing updates. It allows it to understand the nuances of human language, including colloquialisms, synonyms, and polysemy, where words or phrases can have multiple meanings.
It has vastly improved the accuracy of search results. Previously, users could see results unrelated to their intent because the algorithm looked at specific words in isolation rather than the meaning of the query.
Standard SEO Tweaks are Still Valuable
The BERT algorithm doesn’t change anything in terms of best practices. Keyword optimization, page and code optimization, readability, and relevancy are all as vital as ever.
Any changes will depend on how you produce content.
You must adapt if you’re developing content that caters to search engines before humans.
If your content focuses on the end user, with naturally integrated SEO, you’ll do fine under BERT.
Let’s break down some of the most important aspects of SEO content and put them into context with the search algorithm.
Write SEO Content for Humans First with Natural Language
Content written for the algorithm isn’t great content. The best words you can publish are those targeted towards people.
Every piece of content on your website should read naturally. It should be informative and formatted with clear points. Separate ideas into sections or different pages if they’re diverse enough.
Write the content naturally and include keywords only if they suit the topic and the flow. Keywords still work under BERT, but the context around them is more important than ever. It means that keywords should flow naturally. Every keyword on a page should relate to the topic.
For some sites, this might require new content to separate relevant keywords properly. A page focused more on keywords than actual content could suffer under BERT because there’s less space for content and natural language.
Keywords are Still Fundamental to SEO
Keywords aren’t any less crucial than they were before BERT. They still offer value for the algorithm and the user.
The difference is that it’s more critical to use these keywords in an appropriate context.
You don’t have to unlearn SEO.
- Keywords are necessary in content, headings, and meta information.
- Keywords help search engines to understand what your content is about.
- Keywords help users to understand what your content is about.
SEO strategy requires keyword research, seeding (developing related keywords from a single keyword), and keyword integration into content.
The easiest way to think about the current algorithm is in the sense that it will value high-quality content rather than low-effort text with keywords slotted in arbitrarily. It might mean that you need to reoptimize your pages.
However, if you have followed best practices and focused on user experience, your content will already be high quality with the natural integration of keywords, tails, and phrases.
Developing Readable and Search-Optimized Content is Challenging
Writing for SEO is always a challenge. Businesses and brands have specific voices that aren’t always consistent with SEO optimization. Integrating keywords and following other best practices feels unnatural for many who are otherwise adept at communicating, persuading, and telling a story.
Many businesses choose to optimize by working with a trusted SEO service company. It allows them to develop content in their voice, with keywords and other technical elements unseen by the reader.
The best user experience comes from the natural integration of SEO techniques. Your efforts to optimize a page should be transparent to the user.
Partner with Captive Web Media for Effective SEO Solutions
We are an experienced SEO company offering a range of planning, implementation, and management services to take your digital marketing to the next level. Our skilled team can develop content consistent with your brand, valuable to your audience, and ideal for search engines.
We’re here to help you grow your brand and build a scalable online presence. BERT won’t be the last major change for Google’s algorithm. With an experienced SEO company implementing optimized and ethical techniques, you can boost your search presence without compromising the impression you want to make in your niche. Contact us today to get started.
