In November 2019, every SEO company, not only in Singapore but also around the world, welcomed Google’s new update that goes by the name of “BERT”—and no, it’s not the character from Sesame Street.



Pictured Above: Sesame Street.


The BERT update is Google’s most significant change in recent years. It stands for “Bidirectional Encoder Representations from Transformers”, and its goal is to comprehend more complex search queries. In short, it’s an algorithm that can uncomplicate the “complicated” search engine results.



Bert Algorithm: What Does It Do?

According to Google, the BERT algorithm consists of improvements that are “oriented around improving language understanding”. It’s similar to how a robot learns how to understand the basics of human language. Google’s search engine is that robot, and with the BERT update, you’ll have an easier time searching for more complex queries, almost like you’re asking a human.


Imagine searching on Google, only to get results that don’t make sense. You’ll probably be frustrated, and it’s understandable! Fortunately, Google’s latest update aims to reward your patience with accurate search results. You can say goodbye to inaccurate or weak search results on Google.

Take a look at this example from Google itself:



Notice the difference between the two results. Before Google’s update, the result is a bit far from what the user had in mind. However, thanks to the BERT algorithm, you can input the same query and expect more accurate results—it’s that simple!


While the latest algorithm benefits users, what does that mean for businesses?



A Game-changer For Search Engine Optimization

Google’s game-changing update is a massive improvement compared to previous changes. It affects around 10% of search queries, which is a significant advancement, despite the seemingly small number. 


How exactly does the BERT algorithm impact Search Engine Optimization (SEO) services in Singapore? With improved search results, your website has a higher chance of being visible to the target audience—if you create quality content, that is.


Sure, Google’s vast improvement with their search engine makes it easier for users to find what they’re looking for. But in return, that means you should produce quality content. 


In the end, The BERT algorithm doesn’t help websites with poor-quality SEO content. That means you should focus on creating quality content if you want users to find your website on Google more easily.



Improving Your SEO Content


Now that you have an understanding of the BERT algorithm, it’s time to know what you can do to maximise the algorithm’s fullest potential. Let’s begin with knowing the three types of search queries:


  1. Navigational


  1. Informational


  1. Transactional


Navigational Search Queries

A navigational search query refers to people who use Google to find a specific website. That includes using Google to find a website, such as Facebook or Instagram, by seeking it rather than typing in the URL.


Informational Search Queries

For users with the intent of discovering general information, the results will qualify under “information search queries”. These users aren’t looking for a website but rather answers to their question in mind.


Transactional Search Queries

A query that involves a transaction or purchase falls is considered a transactional search query. People who search for products and brands to complete a transaction fall under this category.


What does this for your business? Now that Google offers better search results, it’s more crucial to focus on targeting consumers and types of search queries. To do so, you should prioritise


Here are a few tips for improving your content to target a type of search query.



The Solution: Creating Quality Content


Step 1: Quality Over Quantity

A lot of long-form content ranks high on Google, but that’s because they’re well-written. Nowadays, Google’s algorithm focuses more on quality, not quantity. While it’s still a great idea to create long-form content, remember to prioritise quality above all.


Step 2: Be More Specific

Creating generic content is one of the problems marketers continue to make. With Google’s newest changes, creating well-rounded content is more important than ever. 


For example, if you’re going to write an article about losing weight, don’t just list down obvious tips such as maintaining diet and exercising. You need to be more specific and write down all lesser-known methods about the said topic.


Step 3: Keywords Are “Key”

Keywords play a major role in your SEO marketing campaign in Singapore, and you’ll need to utilise them wisely when creating content. However, keep in mind that the goal is to choose quality over quantity (Step 1), so don’t place your brand’s keywords all over your blog or else you’ll make it seem too obvious!




Creating quality content is more important than ever. With Google’s newest improvement, you can utilise its potential and reach more audiences, but only if you can deliver meaningful and well-written content!


Interested? Contact our digital agency to discover more about the benefits of creating quality content.

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