The vast majority of people use Google search to find the information they are looking for online, and Google is constantly looking to improve its algorithms to make sure its users get the best possible search results. Because showing up in Google search results is so important, any website owner will want to stay up to date on the latest trends in search engine optimization (SEO). One of the latest developments that may affect a firm’s marketing strategy is the implementation of natural language processing (NLP) in Google’s algorithms. 

Google’s BERT Algorithm

Google recently announced that it has updated its search algorithms to use a technique called BERT, which stands for Bidirectional Encoder Representations from Transformers. This update to the algorithm uses artificial intelligence and neural networks for natural language processing. That may sound like a lot of jargon, but basically, it means that Google wants to be able to understand how people use language when performing searches and how the context of different words affects what they are looking for.

Notably, the term “bidirectional” means that Google will not necessarily read words in a search query from left to right, but it will look at a phrase as a whole to determine what a person means. This can be especially helpful as more and more people use voice search, type in questions, or use longer queries that take a conversational form. Google has also noted that it now uses “neural matching” in local search results, which allows it to return results based on how the words in a business’s name or description are related to the terms people are searching for.

Google is one of the companies that shape how people experience the internet, and every move that the company makes is closely scrutinized by everyone from major brands to owners of small websites. Keeping abreast of changes made by Google is essential for ensuring that your business can be found in online searches. One recent announcement by Google that will affect many websites is the announcement that mobile-first indexing will be used for new sites, and this may affect the search engine optimization (SEO) strategies used by a wide variety of businesses.

What Is Mobile-First Indexing?

When people perform a Google search, what is actually being searched is an “index” of all websites on the internet created on Google’s systems. This index includes a variety of information about a site and its relevance to people performing searches, including ranking factors that affect where it will show up in search results. Since so many people now use mobile devices to perform searches and view websites, Google now uses the mobile version of a website’s content in its index in many cases.

While Google still uses the desktop version of many websites in its index, its goal is to use the mobile version of sites as much as possible. Recently, Google announced that starting July 1, 2019, all new sites indexed by Google will use mobile-first indexing.

In the modern digital world, people are constantly bombarded with information. We see advertisements everywhere we go, from billboards and TV commercials to the pop-ups that display on the websites we visit on our computers or smartphones. It can be difficult to sort out relevant information from noise, which is why people turn to Google and other search engines to find what they are looking for. 

The widespread use of Google search makes search engine optimization (SEO) more important than ever, and companies will need to do everything they can to stand out in search results. Google has worked to make it easy for companies to provide relevant information to their customers through Google My Business, and one new feature, known as Google Posts, gives companies a great way to add visibility to search results.

What Are Google Posts?

Google Posts became available to all Google My Business users in June of 2017, and this feature allows a company to add a short message to their profile that will be displayed in Google search results and on Google Maps. These messages can be used to spotlight sales and special offers, publicize events, highlight products, or share pictures.

According to Google, more than 80% of people look for local information in online searches, which demonstrates the importance of providing people with the right information when they are searching for your business. In order to help businesses make sure the information they include in local listings is meeting their customers’ needs, Google recently rolled out some new features:

Updating Business Information in Google Search

Google My Business helps business owners control the information that appears for their company in Google’s search results. Google recently made updating this information easier by providing a dashboard that is accessible directly in Google’s search results.

This week, Google rolled out new updates and features regarding image search results and Google My Business. Google was testing the updates and features earlier this year and late last year, and has now decided to deploy them.

Google My Business Messaging Feature

A new messaging feature for Google My Business is now fully available on mobile phones throughout the U.S. The managers of Google My Business accounts can now directly chat with potential customers or clients through the Google local panel in mobile search. 

So, when potential clients see your Google local panel when searching for your company in mobile search, a “Message” icon will appear next to the “Call,” “Directions,” and “Website” icons.