With the launch of Bidirectional Encoder Representations from Transformers, also known as BERT, Google’s neural network-based technique for natural language processing (NLP) pre-training. Google search engine is capable of understanding searchers’ intent better and display more relevant results.
For example, when a user previously searches for “2019 brazil traveler to usa need a visa”, Google will show news results. Now, Google would show results related to traveling to Brazil such as the U.S. Embassy & Consulates in Brazil because Google understands that the searcher is looking for information pertinent to VISA and passport and travelling to Brazil.
For businesses, BERT will help you generate more relevant organic traffic because Google will show your websites on search results for queries that are more related to your products or services or articles.
You should leverage the advent of BERT by writing intent-based content; the content should be specific to your buyers’ needs. For example, if you are a Vancouver hotel, you should write articles about top 10 things to do when traveling to Vancouver or top 10 Chinese restaurants you must go when visiting Vancouver so you can attract users who are planning a trip to Vancouver to your website and possibly convert them into customers.
Blackhat SEO tactics such as linking building through private blog network or reciprocal links are dangerous in today’s SEO world because Google’s search engine has improved significantly and has become more intelligent throughout the years. Blackhat SEO tactics are easily caught by Google which leads to websites that are using such tactics to become penalized by Google. Penalities include deindexed by Google or decrease in search ranking.
The safest way to gain backlinks is through public relations. You can gain exposure on a local newspaper or an industry magazine and earning a backlink to your website in the bio section.
Using JSON or XML for structured data continues be effective approach for search engines to gain a better understanding of a website. For example, you can use structured data to show the location, phone number, business category, and social media URLs of a website so Google can crawl and index the information and display them on local SEO or knowledge graph.
Technical website audits should be performed regularly to ensure broken links, security issues, or missing alternative text is remedied. These are vital elements that affect a website’s search ranking.
Technical website audits can also help discover old webpages from a website that are shown on search engines but shouldn’t be. Such discovery helps businesses fix the issue as soon as possible (e.g. request Google to deindex the old webpages).
These audits ensure websites are always clean and organized and users can navigate seamlessly on their website and visit their websites from search results using working URLs.
Google uses over 200 ranking factors to determine the position of a website on search results and one of the factors Google uses is website security.
One indicator that Google uses to assess how secure a website is SSL, particularly for websites that have forms or enable monetary transactions (e.g. eCommerce websites).
SSL is the standard security technology for establishing an encrypted link between a web server and a browser. This link ensures that all data passed between the web server and browser remain private.
SSL helps prevent information submitted on a website get intercepted between a browser and a web server by a hacker.
Generally, website hosting companies such as GoDaddy and BlueHost offer SSL. We’d highly recommend you to install SSL on your website if you haven’t already.
Other tactics to improve the security of your website which leads to better search ranking, you can change the login URL of your website to a custom URL, updating WordPress plugins regularly so your plugins have the latest security patches, or use security plugins (if you’re using WordPress) such as WordFence to prevent brute force attacks.
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