Understanding BERT’s Implications on Paid Search via @digital_future
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Understanding BERT's Implications on Paid Search
By now, you have probably heard of Google's most recent update. BERT, affecting 10% of U.S. English searches is one of the largest algorithm changes in a while.
So far, the analysis of BERT's implications has entailed impact on natural search and strategy for organic search result optimizations.
But if BERT is an organic algorithm change, does it mean that only SEO should be considered?
Don't forget to also think about what BERT means for your paid search approach.
While in its updates, Google does not mention advertising, focusing solely on organic search is short-sighted.
It is true that nothing specifically changes for SEM. Ad formats, match types, keyword bidding options, and other settings are all staying the same.
Still, BERT will have SEM implications.
BERT's Impact on SEM
As with SEO, BERT is not impacting SEM through new elements.
Instead, BERT makes it more important than ever before to adopt best practices for intent-based strategies.
With organic results now better at interpreting people's needs, SEM ads will appear in a more informative context.
To keep users engaged and effectively supplement organic results, PPC ads will need to work harder at addressing user intent.
Until now, Google would often ignore certain words in a query. However, these prepositions, adjectives or pronouns hold key intent signals. Thus, focusing on the most popular words in a query was misleading.
With BERT, Google realizes that all words need to be interpreted together, returning more targeted and better informed organic results.
Paid search results are thus finding themselves in a new landscape.
For example, a query for "cutting your own hair" will not merely feature tips on haircutting, but focus on those results with tips for som