How is BERT different from Rankbrain?
Posted: Sun Dec 22, 2024 9:25 am
Rankbrain is the first Artificial Intelligence that Google used in its algorithm.
It was in 2015 that the SEO community started using the term “search intent” frequently.
Rankbrain brought about a change in the SERPs as well as in our way of working, since Google understood much better what the user was searching for.
Since then, it is of little use to put the main keyword in the Title if the type of content we offer does not respond to what the user is looking for.
In fact, nowadays keyword research makes no sense if we do not classify our keywords as informational or transactional.
In a way, you could say that Rankbrain and BERT are sisters; both updates aim to offer more accurate results based on artificial intelligence.
However, their main difference lies in the way they do it.
Rankbrain uses historical search data to predict what the user expects to find.
For example, when we search for “buy Frankenstein”, Google shows us stores where we can buy the Frankenstein book online.
Because?
Because by analyzing historical searches, it is known that users click on this type of result, while if they search for a physical bookstore, they usually click on the map.
Rankbrain evolves as we make queries in the search engine and learns from our behavior as users, to the point that not even Google knows exactly what it does.
RankBrain learns from our past behavior, BERT tries to understand us in detail.
Currently, the two systems run in parallel in the algorithm.
However, one or the other is applied only depending on the search: the one that philippine area code can offer the best result.
How to optimize your page for BERT?
The big question is... can it be optimized for BERT?
What should we do?
And the answer, whether we like it or not, is NO, we cannot optimize our website for BERT.
And BERT is not a positioning factor .
Initially, BERT only worked on about 10% of searches in English and in the United States. They have now published a list of all the languages in which it is operational, including Spanish.
When it comes to optimizing our website, we must follow the same processes as always: making sure that we have the right structure, that it is fast, that it does not duplicate content, that we use all the meta tags and tags correctly, etc.
BERT's function will be to send us higher quality traffic, positioning our website when it solves the user's need even if the search keyword is not in our content.
In short, unlike other algorithms, BERT does not penalize for violating Google guidelines or reward for further optimization of the website.
Its mission is to become a more human algorithm, better understanding our language and overcoming both grammatical and contextual limitations.
In this way, it is able to respond to our needs in a much more rigorous and higher quality manner.
It was in 2015 that the SEO community started using the term “search intent” frequently.
Rankbrain brought about a change in the SERPs as well as in our way of working, since Google understood much better what the user was searching for.
Since then, it is of little use to put the main keyword in the Title if the type of content we offer does not respond to what the user is looking for.
In fact, nowadays keyword research makes no sense if we do not classify our keywords as informational or transactional.
In a way, you could say that Rankbrain and BERT are sisters; both updates aim to offer more accurate results based on artificial intelligence.
However, their main difference lies in the way they do it.
Rankbrain uses historical search data to predict what the user expects to find.
For example, when we search for “buy Frankenstein”, Google shows us stores where we can buy the Frankenstein book online.
Because?
Because by analyzing historical searches, it is known that users click on this type of result, while if they search for a physical bookstore, they usually click on the map.
Rankbrain evolves as we make queries in the search engine and learns from our behavior as users, to the point that not even Google knows exactly what it does.
RankBrain learns from our past behavior, BERT tries to understand us in detail.
Currently, the two systems run in parallel in the algorithm.
However, one or the other is applied only depending on the search: the one that philippine area code can offer the best result.
How to optimize your page for BERT?
The big question is... can it be optimized for BERT?
What should we do?
And the answer, whether we like it or not, is NO, we cannot optimize our website for BERT.
And BERT is not a positioning factor .
Initially, BERT only worked on about 10% of searches in English and in the United States. They have now published a list of all the languages in which it is operational, including Spanish.
When it comes to optimizing our website, we must follow the same processes as always: making sure that we have the right structure, that it is fast, that it does not duplicate content, that we use all the meta tags and tags correctly, etc.
BERT's function will be to send us higher quality traffic, positioning our website when it solves the user's need even if the search keyword is not in our content.
In short, unlike other algorithms, BERT does not penalize for violating Google guidelines or reward for further optimization of the website.
Its mission is to become a more human algorithm, better understanding our language and overcoming both grammatical and contextual limitations.
In this way, it is able to respond to our needs in a much more rigorous and higher quality manner.