This is one of the most important updates in Search history. And it’s Google that says it. 10% of requests are affected. Google very rarely communicates on the novelties of its algorithms – to the chagrin of SEOs. Several times a year, it informs the SEO community when an update that is bigger than the France WhatsApp Number List is deployed – but Google hardly ever dwells on the scope of its updates. Except that today Google did it. He did so because he considers this update to be “the biggest Search improvement in 5 years, and one of the biggest leaps forward in Search history” . The objective of the update deployed by Google is to better understand the natural language of Internet users. The engine notices that most Internet users prefer to use keywords when making queries on Google, rather than naturally asking their questions.

They do this because Google often offers more relevant results with keywords rather than more natural queries. It is once again thanks to machine learning that Google will “significantly improve the understanding of queries” and better understand the queries of Internet users. Since last year, Google has been developing a technique based on a neural network for natural language processing called BERT – for “Bidirectional Encoder Representations from Transformers” . The goal is to better understand the relationships between words within an entire sentence, rather than dealing with phrases and words one by one. Google seeks to determine the precise meaning of your sometimes very precise requests, where the use of certain linking words in particular is not trivial. Concretely, BERT will impact search results and featured snippets.

Better Understand The Natural Language Of Internet Users

According to Google estimates, in the United States, 10% of searches in English are affected. The engine will roll out this algorithm update to other countries and languages ​​over time. We can expect a similar impact on the research carried out in France when the algorithm is deployed in France. Google insists in any case on the international scope of its update, specifying that it is able to use data in English to improve its model in other languages. It therefore does not need a French dataset to apply these changes to the French results. The longest queries, those which are carried out using many words including prepositions, Google offers several examples that show the changes made by BERT. 2019 brazil traveler to usa need a visa : the word “to” is spotted, Google now understands that the request concerns.

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Brazilian who wishes to go to the USA. Previously, Google could return results describing the formalities required to travel to Brazil, for US citizens. do estheticians stand a lot at work : Google matched the word stand in the query to the keyword stand-alone in search results. Thanks to BERT, Google now understands that the Internet user questions the physical efforts associated with the exercise of this profession and presents more relevant results. can you get medicine for someone pharmacy : Google now understands the concept of “for someone” and adapts the results accordingly. math practice books for adults: in the same spirit, Google better interprets the context and the target identified in a request. parking on a hill with no curb : Google now understands negative words.

BERT, To Determine The Precise Meaning Of Complex Queries

Previously, we could get results that matched the reverse of our need because the search engine focused on keywords by omitting certain words representing a negation (this situation is represented by the image at the top of this article). The impact of BERT should therefore be strong, especially on queries using natural language. The fact that the relevance of the associated results is improving, as well as the increase in voice requests, should also reinforce the consequences of this novelty on the results obtained on Google. For web professionals, it is advisable to continue to design and write its content by first thinking of the intentions of Internet users. Thanks to the integration of this type of update in Google’s algorithms, artificial techniques should lose their effectiveness in favor of well-thought-out, well-written content that meets the needs of Internet users.

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