Thu. Sep 16th, 2021

Google is about to make a major algorithm change that could affect 10 per cent of all search results. It is a case of “hate it or love it” because there is a good chance that the top 10 search results will be turned upside down.

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SEO is a big thing, but for anyone unfamiliar with it, it will be a pain. However, those who rely heavily on Google’s search results will not be reassured when the search engine decides to adjust its algorithm again. Because be honest: your operating result will only depend on Google. There, a difference in a high or low position in the ranking for relevant keywords can make an unprecedented difference.

Google indicates that the change ‘only’ applies to 10 per cent of the search results. But what if your company falls within that percentage? Then it can certainly have a major impact. The adjustments to the algorithm are based on words that previously did not determine the search result.

BERT and the use of Artificial Intelligence

The new algorithm is based on something called BERT. BERT literally stands for “Bidirectional Encoder Representations from Transformers”. BERT should be able to understand language much more naturally with the help of AI. Small prefixes can change the context of a sentence. The enormous amount of data would allow BERT to make a much more thoughtful choice. And that means different search results. In a literal sense, it means that Google is trying to understand your question much better.
Google comes up with examples that may not really appeal to the imagination but make it clear what BERT is trying to do. An example: in the sentence “parking on a hill with no curb” the word ‘no’ was filtered out according to the old algorithm. The best search result refers to how to park on a hill with curbs. The new algorithm realizes that ‘no’ does matter and delivers a top result that shows how to park uphill or downhill without curbs.

And another example: “2019 Brazil Traveler to USA Needs Visa”. In the past, Google ignored the word “to”, thereby yielding results about US citizens seeking to travel to Brazil. But ‘to’ is clearly important. Again, the new algorithm provides better results and now provides search results for travelers in Brazil who want to travel to the US.

Biggest change of the last 5 years

In both examples you really get completely different results. Google estimates that this relates to about 10 percent of all search results. Google VP Research Pandu Nayak thinks the change is the biggest and most positive change in the last five years and perhaps one of the most important algorithm changes ever. Google is still learning ..


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