BERT of Google : tutorial for natural referencing

BERT of Google is undeniable when processing a text in order to achieve natural SEO. Of course, if you hope to get the first page of Google. Here is the tutorial. Indeed, the keywords searched by the user are displayed and distributed according to Google’s ranking. Placing keywords in the right place is a great secret of natural referencing. All advanced web editors already know it. But in order to respond even better to the punctual search of Internet users in the Google referencing site, its old method has been solidified by this web giant. This method is called BERT (Bidirectional Encoder Representations from Transformers), which requires a precise formula applied in each text published by the web editors. Google’s BERT has been implemented on its own website since the end of 2019.

Apply BERT in your texts !

It’s not enough to put our good old two or three main keywords in each part of the text. We still find a large number of sites that are content to remain in this principle to place theirs in Google SEO. While this needs to be improved nowadays. Because according to the BERT text selection method, implemented by Google on the SEO field, multiple or diverse keywords currently prevail. These would preferably fill almost the entire text. And this, without referring to the multiplication of keywords by 20 times the old-fashioned time. This time, a list of keywords should be drawn up, catapulting them in a semantic and orderly manner and not artificially.

Google’s BERT and the selection of web texts

To go further in principle, it involves learning even the basics of web writing while becoming familiar with the BERT style. Namely that Google can of course classify a list of hundreds or even thousands of sites being centered on a domain. Therefore BERT first selects the text by its length and relevance. It can also prioritize the text according to the writer’s experience with the subject matter. How does he do this? He will look for synonyms and related terms that may encompass a field or context, hence the diversified keywords. In addition, he selects by means of semantic and lexical fields, and may give preference to words related to current events. This is the reason why a text can be read at the moment, since it is positioned on the first page by BERT.

An improved method from yesterday

The latter is simply an improvement of the classic method of text selection by Google. BERT works by detecting the real and natural meaning of a set of words typed by Internet users. Its objective? to understand the real needs of the Internet user. How does it work? By its numerical principle, BERT detects the Internet user’s query based on clues. These clues represent the arrangement of words in a sentence, prepositions, precise pronouns and news terms. Since Google has several categories inserted in the same theme. For example, for the theme “forest”, it integrates two or three categories each containing respective pages. Let’s say two categories for this forest theme: animal and travel. If Google receives two queries such as: “visiting animals” and the other “animals visit”, BERT will be able to direct the answer to display, for the first one towards “the journey”, and the second towards “the animal”. But all being in the same forest theme. This is how Google answers the user’s request.

So what about web editing?

The classical method remains the same. This means that there are short sentences, diversified keywords, paragraphs titled at a similar volume, i.e. 150 to 200 words. In short, everything that Google SEO requires for quite some time. Add a text also respecting the placement of different keywords, which we will see a little below. In web writing, these sources of keywords should be present throughout the text. Whether it represents: a subject, a verb, a proper or common noun, a famous invented noun, an adverb, an adjective, etc.. For a better match with Google, just look at the words that appear at the bottom where it says “related searches”.

Rich keywords in web text

So an editor has three missions. First, to produce a well-structured article rich in ideas. Second, to use all the right keywords. To do this, I invite you to use all the keywords perceptible around a context. This context being the center of your editorial inspiration, and it is none other than the respective answer of the query sent by the Google user. The most important thing is to complete the answer to a question instead of diverging from the very meaning of the title in the last two or three paragraphs of the text. Without being indiscreet, this is what is often perceived in some current web texts. However, if the text justifies the complete and relative experience of the answer, it will be sorted and put on the first page by BERT.

Another reason to diversify keywords is the fact that Internet users repress results crammed by a word or two banal words typed. BERT also helps to avoid this type of lower ranked results. According to the Internet user, this type of keyword is commercial, it will display too many embarrassing results, difficult to choose one. The solution? In the text to be sent to Google, everything must be integrated to have its place: common words and diverse words. However, it is always necessary to bring the best quality of web content in the presence of several relevant keywords.

Other words apart from the main keyword

Have you noticed that it’s quite logical that if someone types on Google, this is what happens. The strong words are expressed, the ones that are often heard during the dominant sensation or feeling events that focus on a topic. These can have close meanings such as synonyms or long tail words starting with a main keyword. We can for example have deeper words (emotional, tendential, significant …) around a subject. For example, specific words really capture the attention and interest of the user. Frequently, it is not necessarily the main keyword that will be the reader’s channel of connection with the texts. It is another word that is interpreted by the Internet user, that he or she expresses it in his or her own way. For example, those instinctive words that touch him in a certain way and can moreover complement the main keyword. It is necessary to understand the whole universe of perception of others, to imagine in an obvious way what others think. Share your ideas with a lot of empathy, clarity, simplicity of understanding. A writer writes for a person, a friend of Internet users and not only for Google friendly. These human traces should be privileged in the text. Because when BERT has put forward your text in its own way, it is for the Internet users. After that, they will continue to intensify your SEO. It is the turn of the internet users who participate in your SEO thanks to readings and clicks being the reward for your text qualities. These are therefore two complementary stages.

Drawing inspiration from the keywords of strong sites

If you are an experienced writer, familiarize yourself with a target audience and a specific topic. Before building your plan, it is best to have some ideas about the keywords already used by online sites. How do you do this? If you type a word on the Google search bar, you will certainly be able to unveil the first ten pages. This means that the keywords they use are strong. For example, try it with a more trendy topic. One that provides a confident solution for thousands of people these days. You will then have thousands of article results, because several topics are related with the same problem. By starting with a careful research, you can manage to perceive all the interesting ideas revealed from a few already published articles. You can even pick up these ideas and transform them into interesting keywords for each paragraph according to the structure of your text. You can also, for example, make an analysis of keywords already used by other texts. To help you do this, you can even use free online tools. Do a keyword strength analysis search by typing “online keyword analysis tool” on Google. Choose one of these tools that allow you to compare and detect the most used words around a topic. Then you will discover words that are hardly exploited but probably interesting to use. As soon as you manage to collect the necessary keywords, enrich them before arranging them in your text. This way, you can easily create a text that incorporates words that are enduring and rich with respect to Google. Likewise those that serve Internet users for the long term.

Structure of keywords in each part of the text

The main keyword is in the title of the article. This captures the intention at first reading. Usually, it will also be present in each part of a body text: title, meta description, headings, paragraphs. To enrich the keywords, we also add others that are distributed in each of the paragraphs. That is to say, each paragraph of the text can have a collective keyword and others being all different.

Insert an anchor that redirects to another page

It is also important to know that internal networking is a requirement to increase the success of an SEO referencing. Generally, this mesh consists of using anchor keywords being a link in a page to another page of the site. Meshing is another way of structuring keywords. Its advantage? The interaction of pages using anchors stimulates reading. Because the anchor properly guides the user to present more and more resources. To animate a site you should have at least one anchor for each text. This anchor represents two or three or more words, to form an independent keyword. In this case, the anchor keyword plays two roles. First it completes the meaning of the sentence in which it is inserted. Second, it represents a keyword belonging to the page where it lands. Therefore, having an anchor in the body of the text pleases the search engine. It is therefore an asset to have been selected by the search engine. Now remember to put anchors on all your pages. Maybe it is also the way for readers to browse and share all your beautiful texts in your site. Who knows.

Thanks for reading and see you next time !

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