Staying current with Google’s algorithm updates is a demanding task, particularly because Google doesn’t always clarify the reasons behind frequent shifts in search engine results pages (SERPs). These updates are primarily implemented to enhance the relevance of search results and tend to favor websites that provide high-quality, up-to-date, and pertinent content. This fundamental principle remains constant.

However, what should you do when your website traffic experiences a decline? In this article, we’ll delve into two significant Google algorithm updates, one officially announced and the other unofficial, that occurred in recent weeks. We’ll also discuss the appropriate language to use when explaining any SEO fluctuations your site may have experienced due to these changes. Finally, for advertisers, we’ll examine how these updates might impact your campaigns. Explore the most impactful Google algorithm updates of 2021 here!

BERT: A Significant Advancement in Search

BERT, borrowing a phrase from the esteemed Ron Burgundy, is a pretty big deal. BERT stands for Bidirectional Encoder Representations from Transformers. While memorizing the acronym might not be crucial for your everyday life, its impact on search is significant:

“[BERT] represents the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search.”

That’s Google highlighting the profound influence of BERT on the organic search landscape. The rollout of BERT for English-language queries began in the week of October 21, 2019.

Understanding BERT

In essence, BERT enables Google to better comprehend words within the context of search queries.

While this concept isn’t entirely new, as users increasingly engage with their devices conversationally and voice search continues to rise, search queries are becoming more conversational. The Hummingbird update in 2013 marked Google’s initial major step in addressing this trend. However, BERT’s approach to processing and understanding language sets it apart.

How BERT Operates

BERT utilizes a neural network-based technique for pre-training in natural language processing. To simplify, “neural network” refers to “pattern recognition,” while “Natural Language Processing (NLP)” describes “a system that assists computers in understanding human communication.” Therefore, BERT enables Google’s algorithm to leverage pattern recognition to better grasp human communication, thereby delivering more relevant search results.

To illustrate its practical application, consider a scenario where someone needs to pick up antibiotics for their partner who’s feeling unwell:

Google is now equipped to decipher the subtle implication within the query “can you get medicine for someone pharmacy,” recognizing that the user intends to obtain a prescription for another person rather than themselves. The same principle applies to the query “2019 brazil traveler to usa need a visa”:

BERT empowers Google’s algorithm to interpret the contextual meaning of “to” and “need,” deducing that the searcher requires a visa to travel to the United States. While this might seem obvious to humans, for a machine, it represents a nuanced understanding that’s not easily achieved.

Responding to BERT

Here’s an interesting point that might challenge your initial instincts: actively “responding” or “preparing for” BERT isn’t necessary.

The rationale behind this is that Google’s algorithm updates, including BERT, are not designed to penalize or favor specific websites. If your site experienced a dip in traffic following BERT’s implementation, it’s plausible that you were attracting traffic from irrelevant queries that didn’t align with your content. Moreover, that traffic was likely of low quality.

Consider the first example again: While MedicinePlus might observe a decrease in traffic from the query “can you get medicine for someone pharmacy,” the users submitting that query were primarily seeking information, not commercial solutions.

Optimizing for BERT boils down to consistently creating and publishing more relevant, valuable content tailored to your target audience. If BERT led to traffic loss, find comfort in knowing that the traffic wasn’t particularly beneficial in the first place.

The November 6 Local Algorithm Update: Possum 2.0?

Let’s shift our attention to a popular category of algorithm updates—the “unconfirmed update.”

These updates generate significant buzz within SEO communities and on social media platforms, with suspicions of an update but no official confirmation from Google. This lack of clarity adds an element of excitement and apprehension as speculation runs rampant.

Let’s delve into what we know about last week’s local algorithm update, its potential impact on your local SEO, and the appropriate course of action.

Deciphing the November 6 Local Algorithm Update

Firstly, what exactly constitutes a “local” algorithm update? In simple terms, it’s an update geared towards providing more pertinent results for local search queries. A prime example is the Possum update, which rolled out in 2016 and improved search fairness by granting businesses located just outside city limits a fair chance to appear in local search results if they were closer to the user:

Since then, organic local search has remained relatively stagnant until now. Last week’s update mirrors the objectives of Possum, emphasizing proximity as a key factor. Websites that suffered the most significant losses in 2016 were those not physically located within the user’s zip code at the time of the search.

The outcomes observed after this recent local algorithm update also revolve around proximity, with Google My Business listings located closer to the searcher experiencing gains, while those farther away witnessed a decline in visibility.

Optimizing for Local Algorithm Updates

This aspect is slightly more intricate. Historically, algorithm updates focused on proximity have inadvertently led to an increase in spam, an unintended consequence that Google hasn’t effectively addressed.

However, this is unlikely to be the primary reason for any traffic loss you might experience due to this update. If you notice a surge in local business listings that weren’t present before the update, particularly those with suspicious names and no reviews, report them to Google using their Business Redressal Complaint Form.

Furthermore, if you did experience a decline in traffic, it’s reasonable to assume that your local listing wasn’t the closest listing to the majority of users in your vicinity who were conducting those searches.

Finally, the optimal approach to “optimizing” for this local update might lie beyond organic search. Marketers utilizing Google Ads and/or Facebook Ads can compensate for any lost local traffic through precise geotargeting, more competitive bidding strategies, local service ads, and ad creatives tailored to a local audience.

Navigating Algorithm Updates: A Balanced Perspective

A recurring theme emerges: avoid panicking about these algorithm updates or any future ones. For the most part, Google’s algorithm updates are designed to enhance relevance and deliver a superior search experience.

This doesn’t imply that every website experiencing traffic loss after an update “deserves” it. However, it’s crucial to understand that reacting in a specific way to completely neutralize the effects of an update isn’t always feasible. In the realm of organic search, as in life, a proactive approach trumps a reactive one.

By concentrating on creating relevant, fresh content that caters to your audience’s needs and addressing any technical issues hindering performance, you’ll position yourself for success more often than not.