Google just announced a major update to its search algorithm which could take the SEO world by storm. Known as BERT, or Bidirectional Representations from Transformers, it is a state-of-the-art search tool backed by advanced machine learning. By applying BERT to search queries, Google aims to help users find information faster and more efficiently.
Beyond implications for users, this update could lead to a fundamental shift in the way sites rank in SERP. Previous SEO tricks of the trade, such as keyword stuffing content, could be filtered out by BERT since it appears to hone in on high-quality, naturally-written content.