The impact of recent Google algorithm updates like BERT and Passage Ranking have significantly affected how small businesses approach SEO. As search algorithms get smarter, focusing on high-quality, informative content is more important than ever.
In late 2019, Google rolled out a new algorithm called BERT that was focused on understanding context and intent in searches. BERT aimed to better understand the meaning behind search queries, even if the keywords weren't an exact match to a page's content.
Following BERT, Google introduced Passage Ranking in 2021. This update went even further by evaluating individual passages and sections on a page, not just the page as a whole. The goal was matching searches to the most relevant information within a page.
Together, these changes mean that write-for-search tactics like keyword stuffing and thin content are becoming increasingly ineffective. Google is getting better at identifying content that genuinely meets a searcher's needs.
For small businesses who relied on keyword targeting and packing unnatural amounts of keywords into their website copy, these updates have been disruptive. Simply repeating keywords is no longer enough. Now, creating compelling, original, high-quality content is critical.
This can be a challenge for time-strapped business owners who aren't professional writers. But understanding a few key implications can help small businesses adapt:
You no longer need pages targeting single keyword variations. It's better to have one comprehensive, in-depth page or section about a topic than thin pages about specific keywords.
Think about the motivations and goals behind search queries, not just keywords. Tailor your content to answering their questions and providing value.
Make sure your pages have a logical structure and hierarchy. Break up long blocks of text with formatting and clear headings. The Passage Ranking update looks at legibility.
Write clearly, simply and conversationally. Use active voice, subheads, bullet points and plain language. Make your content easy to scan and digest.
Images, charts, videos and other media enhance page experience and engagement. But use them meaningfully to illustrate or expand on points.
Google cares about pages having Expertise, Authoritativeness, and Trustworthiness (E-A-T). This means citing sources and providing expertise without sounding promotional.
Production quality also matters - typos, dead links or thin content detract from E-A-T.
Here are some practical tips small business owners can implement to adjust their SEO strategies in light of BERT and Passage Ranking:
Look at existing pages that rank well and build on them by adding related sections, media, examples etc. to make them more comprehensive resources.
Take pages targeting singular keywords and combine them into one stronger page focusing on the broader topic.
Review page layouts and formatting. Break up long sections of text with subheads and lists. Improve page hierarchy and navigation.
Look at site analytics to see which pages get the most time on site, lowest bounce rates, etc. Double down on optimizing those.
Talk to customers about their key questions when researching your business. Make sure your site answers them.
Research competitors' top pages. See how their content quality and structure compares to yours.
Create long-form guides, ebooks and blog posts with valuable information searchers want. Promote them consistently.
Add relevant images, infographics, charts, videos etc. to help explain concepts visually.
Use shorter sentences, subheads, bullets, plain language. Make your writing clear, conversational and easy to follow.
As search algorithms continue advancing, small businesses must focus on high-quality, customer-focused content to thrive. While this means more effort invested in content, the payoff is happier searchers who find relevant resources.
Optimizing for searcher needs builds trust and loyalty. By providing real value through their content, small businesses can connect with customers in a meaningful way.
The human touch still matters in SEO. With the rise of AI, small businesses should double down on where they have an advantage - conveying authenticity and expertise through excellent content.
While staying on top of every Google update can feel overwhelming, keeping searcher experience at the core of your strategy will serve you well. Focus on genuinely fulfilling customer intent with comprehensive, engaging content tailored to your niche.
Copyright © Zach Sean Web Design
