{"id":14038,"date":"2020-11-20T10:15:42","date_gmt":"2020-11-20T10:15:42","guid":{"rendered":"https:\/\/www.improvemysearchranking.com\/?p=14038"},"modified":"2023-11-23T14:46:55","modified_gmt":"2023-11-23T14:46:55","slug":"google-bert-exact-match-keywords","status":"publish","type":"post","link":"https:\/\/www.improvemysearchranking.com\/google-bert-exact-match-keywords\/","title":{"rendered":"Google explains the possible impact of BERT on exact match keywords"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Google BERT is on track to becoming a major part of the Google search engine ranking algorithm. It seems like as Google BERT grows in functionality, it may impact exact match keywords and devalue their importance.<\/span><br \/>\n<span style=\"font-weight: 400;\">This concern was raised in the latest Google Office Hours hangout session, and Google\u2019s John Mueller clarified the potential impact of Google BERT on exact match keywords.<\/span><br \/>\n<span style=\"font-weight: 400;\">Here is the question:<\/span><!--more--><i><\/i><br \/>\n<i><span style=\"font-weight: 400;\">\u201cWith BERT coming out, will the importance of the exact keyword, exact match keyword decrease?\u201d<\/span><\/i><br \/>\n<span style=\"font-weight: 400;\">John Mueller responded:<\/span><br \/>\n<i><span style=\"font-weight: 400;\">\u201cI think BERT has been working in various ways for quite some time.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">\u201cSo BERT is essentially a machine learning set up, I believe for understanding essentially the content a little bit better.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">So the queries that people type in, understanding those better and understanding your page\u2019s content a bit better.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">And with all of these\u2026 machine learning approaches, we try to figure out what these pages are actually about, what the query is actually looking for and we try to match that a little bit better.\u201d<\/span><\/i><br \/>\n<span style=\"font-weight: 400;\">John also shed some light on the bigger vision that Google has had for some time now, i.e., pages do not need to have exact match keywords and that Google should be able to better understand the context of a page and keywords and present the most relevant results to users.<\/span><br \/>\n<i><span style=\"font-weight: 400;\">\u201cFrom my point of view, all of these changes that have been happening over the years, they do lead in the direction that you don\u2019t have to have the exact keywords on your pages anymore.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">And this is something that I think SEOs have seen kind of maybe subconsciously over the years as well, where they realize oh you don\u2019t need to have singular and plural versions on your page. You don\u2019t need to have all of the common misspellings on your page.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">All of those things are less critical on your pages as long as you really match what the user is actually looking for.\u201d<\/span><\/i><br \/>\n<span style=\"font-weight: 400;\">At the same time, however, John Mueller reiterated that the purpose of Google BERT isn\u2019t to move away from exact match keywords. The goal is to understand online content better. Less reliance on exact keywords is a byproduct of that vision.<\/span><br \/>\n<i><span style=\"font-weight: 400;\">\u201cSo with that in mind, you could say that it\u2019s kind of going in the direction of decreasing the importance of exact matches for your keywords in your content.<\/span><\/i><br \/>\n<i><span style=\"font-weight: 400;\">But it\u2019s not that that is the goal of these algorithms. But rather our goal is to understand the big vast amount of content out there a little bit better so that we can show the right versions to users when they ask.\u201d<\/span><\/i><br \/>\n<span style=\"font-weight: 400;\">If you want to learn more about Google BERT, read <\/span><a href=\"https:\/\/improvemysearchranking.com\/a-beginners-guide-to-understanding-google-bert\/\"><span style=\"font-weight: 400;\">this beginner\u2019s guide to understanding Google BERT<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google BERT is on track to becoming a major part of the Google search engine ranking algorithm. It seems like as Google BERT grows in functionality, it may impact exact match keywords and devalue their importance. This concern was raised in the latest Google Office Hours hangout session, and Google\u2019s John Mueller clarified the potential [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":17838,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"inline_featured_image":false},"categories":[33,35],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Impact of BERT on Exact Match Keywords | IMSR<\/title>\n<meta name=\"description\" content=\"Boost your SEO strategy with insights on the impact of Google BERT on exact match keywords. Learn how to adapt for better results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.improvemysearchranking.com\/google-bert-exact-match-keywords\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Impact of BERT on Exact Match Keywords | IMSR\" \/>\n<meta property=\"og:description\" content=\"Boost your SEO strategy with insights on the impact of Google BERT on exact match keywords. 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