In the world of SEO (Search Engine Optimization), staying updated on the latest advancements is key to ranking higher on search engines like Google. One of the most significant changes in recent years is the introduction of BERT, which stands for Bidirectional Encoder Representations from Transformers. It sounds complicated, but don’t worry! We’re going to break it down and show how it affects SEO, especially in multilingual search results. So, let’s dive into the details of BERT in multilingual SEO!
What is BERT?
BERT is a cutting-edge technology developed by Google to help its search engine better understand language. Before BERT, Google’s search engine primarily looked at keywords to figure out what a person was searching for. But this system sometimes missed the meaning behind a search query. For example, if you searched for “2019 Brazilian airfares to New York,” Google might have focused only on the individual words like “Brazilian,” “airfares,” and “New York” without understanding the full context of your request.
With BERT, Google can better understand the meaning behind the entire sentence, not just individual words. It can now see how words relate to each other in a sentence, which is especially helpful when dealing with complex queries or those involving slang, nuances, or long phrases.
BERT in Multilingual SEO
So, how does BERT affect multilingual SEO? Well, for businesses and websites that target users from different countries and speak different languages, BERT is a game-changer. Here’s why:
Improved Language Understanding
BERT helps search engines understand not just individual words, but the context of phrases across languages. Let’s say someone searches for “mejor pizza en Roma” (best pizza in Rome) in Spanish. Google’s BERT technology can now better understand that the person is looking for pizza places in Rome, rather than just the word “pizza” being a general search term. It does this by looking at how words interact with each other.
Handling Regional Variations
Every language has regional variations, which can make search results tricky. For example, Spanish is spoken in many countries, but people in Spain, Mexico, and Argentina might use different terms for the same thing. BERT helps Google understand these differences better. So, if someone searches for “tacos al pastor” in Mexico, Google will prioritize relevant results in Mexican Spanish over those in, say, Spain.
BERT also understands idiomatic phrases, slang, and local dialects, improving search results for users no matter where they are located. This is especially important for businesses looking to reach customers in different regions while maintaining the same high-quality content.
How Does BERT Impact SEO Rankings?
As a result of BERT, SEO professionals and businesses need to rethink their approach to ranking on search engines. Here are some ways BERT impacts SEO:
Focus on Content Quality Over Keywords
Before BERT, SEO strategies often focused heavily on inserting as many keywords into web pages as possible. With BERT, Google values content that is written naturally and in a way that answers users’ questions. Instead of cramming in keywords like “best pizza in Rome,” it’s now better to write content that flows naturally and provides useful, relevant information.
For instance, instead of just using the word “pizza” repeatedly, a page might describe different types of pizza in Rome, mention popular pizza restaurants, and explain what makes pizza in Rome unique. This content will likely rank higher because it’s providing comprehensive, helpful information for the user.
Improving Long-Tail Keywords
Long-tail keywords are specific phrases that usually contain three or more words, like “cheap flights to Paris from New York.” Before BERT, Google often had trouble fully understanding the meaning of long-tail keywords, leading to less relevant results. Now, BERT helps Google understand these longer queries more effectively, so websites can rank better by providing answers to more specific questions in their content.
More Focus on User Intent
User intent refers to what a person truly wants when they enter a search term into Google. Are they looking for information? Are they trying to make a purchase? Or are they looking for a specific website? BERT helps Google better understand the intent behind searches, which means websites need to focus on answering users’ questions rather than just optimizing for specific keywords.
For example, if someone types “how to make pizza dough” in Spanish, Google will understand they are looking for a recipe, not just a list of pizza places. Websites that provide detailed recipes will have a better chance of ranking for that query.
What Does This Mean for Multilingual Websites?
If you’re running a multilingual website, BERT can significantly improve your search rankings across different languages. Here are a few tips for optimizing your site with BERT in mind:
1. Create High-Quality, Natural Content
Since BERT focuses on understanding the meaning of sentences and phrases, it’s more important than ever to write content that is both high-quality and natural. This applies to all languages you’re targeting. Avoid over-optimizing your content by stuffing in too many keywords. Instead, focus on creating engaging, helpful content that answers the questions your audience is asking.
2. Use Localized and Culturally Relevant Content
Localization is key in multilingual SEO. If your website targets users in different countries, make sure the content is not only translated but also culturally relevant. Use local idioms, phrases, and terminology that your target audience will recognize and connect with.
3. Focus on User Intent Across Languages
In each language, users might have slightly different ways of searching for the same information. Make sure you understand the specific needs and search habits of your audience in different regions and languages. Creating localized content that aligns with their intent will help you rank higher in search results.
The Future of Search with BERT in Multilingual SEO
BERT has already made a huge difference in how Google understands language, but it’s only the beginning. As Google continues to improve its AI and machine learning capabilities, it will become even better at understanding nuances in language and context. This means businesses and content creators will need to stay on top of these changes to maintain their rankings.
In the future, we may also see even more advanced multilingual capabilities, allowing search engines to provide even more personalized, relevant search results based on a user’s language and cultural context.
Wrapping Up
BERT in multilingual SEO is a game changer, helping search engines understand language in a more natural and meaningful way. For businesses and websites targeting audiences in different languages, it’s important to create high-quality, localized content that answers users’ questions. By focusing on user intent and creating content that flows naturally, you’ll improve your chances of ranking higher in search results across the globe.
With BERT’s ongoing development, the future of multilingual SEO looks bright, so stay updated and keep optimizing your website for the best results!