Google recently rolled out a new search algorithm update that shares the same name with a Muppet character on Sesame Street, BERT. And yes, we do mind, because BERT will be impacting ten percent of all worldwide queries and will change ranking results for websites. Google says BERT is the biggest change in five years to Search.
BERT is an acronym that stands for Bidirectional Encoder Representations from Transformers. BERT helps Google bring context to pronouns, prepositions, and negative words within a search phrase that a user might enter.
One example is when a query contains the word “no.” With BERT, the “no” will be better understood in context which will in turn deliver better search results. BERT interprets search queries, not web pages, and is simply another signal that Google will use when producing the best results it can for users of search.
BERT is just one of many changes that will impact accounting firm marketing plans in 2020. If you’d like to hear more about changes that will be impacting your marketing in 2020, tune into this upcoming webinar with me:
Master Your Marketing: 20 Cool Tips for More Revenue, More Clients, and More Profits in 2020
Author Bio: Sandi Leyva, CPA, CMA, MBA, and founder of Accountant’s Accelerator, has helped thousands of tax and accounting professionals earn more, work less, and serve their clients better through her innovative marketing, training, and coaching services. Author of 30 books and hundreds of CPE courses, Sandi has won 12 awards for her thought leadership. Visit her at accountantsaccelerator.com and acceleratorwebsites.com.