How can businesses optimize their website for Google’s BERT?

What is BERT?

Let’s start with what Google’s BERT is. It has nothing to do with Sesame Street’s Bert and Ernie, but it is an acronym, standing for: Bidirectional Encoder Representations from Transformers. In clearer terms, BERT is a sophisticated language processing model developed by Google. It’s not just a search algorithm update; it’s a fundamental shift in how Google understands and interprets search queries and web content.

Traditionally, search engines relied on keyword matching to analyze websites. BERT takes a more nuanced approach, processing language much like humans do:

  • Understanding context: BERT analyzes the entire sentence, considering word relationships and context to grasp the true meaning.
  • Intent over keywords: Instead of focusing solely on keyword presence, BERT prioritizes understanding the user’s search intent behind those keywords.
  • Entity recognition: BERT identifies and understands real-world entities like people, places, and things mentioned in the query and content.

BERT and Website Optimization: A Comprehensive Guide

Now that we know what Google’s BERT is, let’s dive into how you can optimize your website for the BERT era, for the best search engine ranking results.

Optimizing for BERT: Go Beyond Keywords

1. Focus on User Intent:

  • Understand your target audience and their search queries. What questions do they have? What information are they seeking?
  • Create content that directly addresses their intent. Don’t just stuff keywords; provide valuable, relevant answers.
  • Write naturally and conversationally. Use the language your audience uses, avoiding jargon and overly technical terms.

2. Prioritize High-Quality Content:

  • Focus on creating comprehensive, informative, and engaging content. BERT rewards detailed explanations, insightful analysis, and unique perspectives.
  • Publish original content that offers value not found elsewhere. Avoid thin content or rehashed information.
  • Ensure your content is well-structured and easy to read. Use subheadings, bullet points, and images to break up text and improve readability.

3. Optimize Entity Recognition:

  • Use relevant keywords naturally throughout your content. Don’t force them in unnaturally.
  • Link to authoritative sources and related entities. Show search engines your content connects to the broader knowledge graph.
  • Use structured data markup to explicitly identify entities like people, places, and products within your content.

4. Technical SEO Still Matters:

  • Maintain basic technical SEO practices. Ensure your website is mobile-friendlyfast-loading, and has a clear site structure. This is a lot easier with UltimateWB – it has streamlined coding, supporting the latest techniques, and has a built-in Responsive app.
  • Optimize page titles and meta descriptions. You can do this on the Add/Edit Pages from your UlitmateWB website admin panel. Use relevant keywords naturally and accurately reflect your content.
  • Earn high-quality backlinks from relevant websites. Demonstrate your content’s authority and trustworthiness.


  • Optimizing for BERT is an ongoing process. Analyze your website’s performance regularly and adapt your strategy based on new insights.
  • Prioritize creating valuable content for your audience. Search engines will ultimately reward websites that provide genuine value and user satisfaction.

By understanding BERT and implementing these optimizations, businesses can ensure their websites stay relevant and visible in the ever-evolving search landscape.

Are you ready to design & build your own website? Learn more about UltimateWB! We also offer web design packages if you would like your website designed and built for you.

Got a techy/website question? Whether it’s about UltimateWB or another website builder, web hosting, or other aspects of websites, just send in your question in the “Ask David!” form. We will email you when the answer is posted on the UltimateWB “Ask David!” section.

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