is able to correctly interpret the meaning of the preposition "a" and know that the person doing the search is most likely a Brazilian tourist. And therefore, the results it shows are aimed at a person from Brazil who wants to travel to the United States. Although clipping path service they are not directly related, it is also interesting to think about what role BERT is going to play in "zero click" searches, one of the main innovations of Google in recent years. Now, for many queries, the SERP displays a featured snippet that attempts to answer the user's question directly on the search results page. As BERT refines its understanding of queries,
these snippets will become better targeted and therefore the percentage of "zero click" searches will increase. How to improve your SEO taking into account BERT? As Google gets better and better at interpreting user queries and website content, traditional SEO techniques are becoming increasingly outdated . More than "doing SEO", Google wants webmasters to focus on improving the user experience and the quality of the content. Here are some of the things to keep in mind to optimize your website and beyond: Keywords are less and less important. Traditionally, SEO was very focused on
selecting and repeating keywords literally, but this doesn't work anymore. BERT is one more step towards the "humanization" of content: rather than worrying about entering exact keywords, we have to seek to create content that correctly responds to user concerns. Google BERT benefits long-tail and ambiguous searches . The idea of BERT is to be able to interpret correctly and in context all the elements of a search query. Therefore, it is now able to understand ambiguous queries that previously returned irrelevant results. The focus shifts from extension to quality . Another SEO technique that is becoming