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The Role of NLP in SEO: Understanding Google's BERT and MUM Updates

The Role of Natural Language Processing (NLP) in SEO: Understanding Google's BERT and MUM Updates

As search engines evolve, the way they interpret and rank content continues to change, and the most notable advances in recent years have come through the use of natural language processing (NLP). Google, the leader in search technology, has implemented significant updates like BERT and MUM, transforming how search algorithms understand and interpret content. 

If you’re looking to improve your company's website visibility, you need to understand these updates and their implications. Working with the best SEO company can help you navigate these changes effectively. Let’s explore what Google’s BERT and MUM updates mean for SEO and how to optimize your content for these algorithms.

What is Natural Language Processing (NLP)?

Natural Language Processing (NLP) is a branch of artificial intelligence (AI) focused on the interaction between computers and human language. It enables machines to understand, interpret, and respond to text or voice data in a meaningful and useful way. In SEO, NLP helps search engines go beyond simple keyword matching to analyze the context of a query and deliver more relevant results to users.

BERT: The Beginning of Contextual Understanding

understanding the context of words in search queries

When Google rolled out its BERT update in 2019, it was hailed as a major leap forward in search engine comprehension. BERT, which stands for Bidirectional Encoder Representations from Transformers, focuses on understanding the context of words in search queries. It analyzes sentences as a whole rather than just looking at individual keywords, allowing Google to understand the intent behind a search query better.

How Does BERT Impact SEO?

Before BERT, search engines often misinterpreted complex or nuanced queries. For example, a search query like “2020 travel to Thailand without a visa” would have been more difficult for Google to accurately understand without BERT. The word “without” plays a crucial role in determining the meaning of the query, and BERT helps the search engine grasp this more effectively.

Key Takeaways for SEO

  • Context Matters: Focus on writing content that answers user queries holistically rather than stuffing it with keywords. Avoid creating disjointed content that only targets specific search phrases.

  • User-Centric Content: BERT rewards content that is written with the user in mind. Think about how your audience might ask a question, and structure your content to provide clear, direct answers.

  • Long-Tail Keywords: As BERT improves the understanding of natural language, optimizing for long-tail keywords becomes even more important. These more conversational and specific queries are more likely to yield high-quality traffic.

MUM: Taking NLP to the Next Level

Following the success of BERT, Google introduced the Multitask Unified Model (MUM) update in 2021. While BERT focused primarily on understanding context, MUM goes a step further by enabling Google to process complex questions that require comprehensive responses. MUM can understand multiple languages and provide insights across a range of formats, such as text, images, and video.

How Does MUM Impact SEO?

MUM was designed to address the limitations of existing search technology, where users might need to conduct multiple searches to get a complete answer. For instance, if someone searched for “How to prepare for a hike up Mount Kilimanjaro,” MUM could analyze this query and provide not only the standard preparation tips but also related information such as necessary gear, weather conditions, and local guides.

Key Takeaways for SEO

  • Multimodal Content: To optimize for MUM, diversify your content strategy by including different formats like video, infographics, and podcasts. This allows Google to extract more meaningful insights from your content and provide it as part of a comprehensive search result.

  • Holistic Approach: Since MUM is capable of understanding complex and multi-faceted queries, your content should address multiple aspects of a topic. Instead of narrowly focusing on one part of a subject, provide detailed, in-depth responses.

  • Localization and Multilingual Content: MUM’s ability to understand multiple languages makes localization even more critical. If your content targets audiences in various regions, consider offering multilingual versions of your pages to appeal to users in different languages.

How to Optimize Your Content for BERT and MUM

How to Optimize Your Content for BERT and MUM

Now that you have a clearer understanding of how BERT and MUM work, let’s focus on actionable tips to help you optimize your content for these advanced algorithms.

1. Prioritize User Intent Over Keywords

While keywords still matter in SEO, BERT and MUM shift the emphasis from keyword density to user intent. Instead of obsessing over inserting specific phrases into your content, focus on what your audience wants to know. Your content should aim to answer the most relevant questions users might have about your topic.

2. Use Natural, Conversational Language

Both BERT and MUM are designed to understand natural language, which means that content written in a conversational style will perform better. Avoid overly technical jargon unless it’s absolutely necessary, and strive for readability. This approach aligns well with Google's increasing focus on enhancing the user experience.

3. Provide Comprehensive, High-Quality Information

MUM rewards content that delivers in-depth answers. If your content only scratches the surface of a topic, it may not rank well. Provide comprehensive guides, tips, and insights that leave users feeling informed. Aim to be the one-stop resource for your subject matter.

4. Optimize for Voice Search

As voice search grows in popularity, it’s important to recognize how BERT and MUM impact this trend. When people use voice search, they often phrase their queries in the form of complete sentences. Optimizing your content to answer these conversational queries can help your website rank better for voice search.

5. Include Visual and Multimedia Content

Given MUM’s ability to analyze images and videos, incorporating high-quality visual content into your site is crucial. Whether through instructional videos, infographics, or photo-rich articles, ensure that your content is diverse and engaging. 

6. Think Beyond Text: Incorporate Multilingual SEO

MUM’s ability to process information in multiple languages means that multilingual SEO should be a part of your strategy. If your audience is global, ensure your content is accessible to non-English speakers by offering translations or region-specific versions of your pages.

How the Best SEO Companies Use NLP to Their Advantage

To stay ahead in the SEO game, it’s essential to work with the best SEO company that understands the intricacies of BERT, MUM, and NLP. These companies use advanced techniques to optimize content for context and user intent, ensuring that your site stays relevant as Google’s algorithms evolve.

Professional SEO services focus on creating content that:

  • Prioritizes user experience.
  • Fosters engagement through multimedia.
  • Delivers comprehensive answers to complex questions.
  • Follows a localization strategy for global reach.

By understanding these new developments, top SEO companies can help their clients achieve better rankings and maintain a competitive edge in an ever-evolving digital landscape.

Conclusion

Google’s BERT and MUM updates have redefined the way search engines interpret content, moving beyond keywords to a more nuanced understanding of language and intent. To succeed in this new SEO environment, it’s crucial to create content that resonates with users, provides valuable information, and aligns with the latest search engine algorithms. Working with the best SEO company can help you navigate these changes and stay ahead of the competition.

By focusing on context, user-centric language, and diverse content formats, you can ensure your website remains optimized for the future of search.

Topics: Technology AI Digital marketing

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