Google’s John Mueller answered a question about what to do to optimize for the BERT algorithm. Google has maintained that there is “nothing to optimize for.” Mueller offered a more nuanced answer that offered a little more information to publishers who are concerned about BERT.

BERT Algorithm
The BERT algorithm is a way to understand text. So rather than analyzing text in the sense of matching keywords, BERT helps Google understand the topics and concepts behind sentences, paragraphs and search queries.

So it’s kind of like the difference between matching words and understanding words.

Google’s blog post explanation, Understanding Searches Better than Ever Before , arguably falls short for publishers and those in the search community. Google’s post was written as an explanation to users of Google’s search engine and not so much for publishers.

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