How the BERT Update Changed SEO for Small Business Websites in 2022

Here is a 2000 word SEO blog post on the impact of a specific Google algorithm update on small business SEO:

The Far-Reaching Implications of the BERT Update for Small Business Websites

In late 2019, Google rolled out the BERT algorithm update, which stands for Bidirectional Encoder Representations from Transformers. While that may sound like gibberish to most small business owners, BERT has had a profound impact on SEO and online marketing.

BERT marked a major leap forward in Google's ability to understand language and complex questions. As a result, it changed how the search engine interprets and ranks web pages. For small businesses relying on organic search for revenue, failing to adapt to BERT could be costly.

In this post, we'll break down how BERT works, who it impacts, and most importantly - what you can do about it as a local business owner.

A Quick BERT Backgrounder

BERT was the biggest Google algorithm update since RankBrain. But unlike past updates focused on specific issues like mobile optimization or site speed, BERT is designed to fundamentally improve search quality.

BERT uses neural networks and machine learning to better match user intent with the most relevant pages. Previously, Google relied more on keywords and backlinks. BERT looks at whole phrases and even questions to understand meaning.

Google can now discern between subtle differences. Like "best place to stay in Nashville" vs "where should I stay in Nashville." BERT also handles typos and misspellings with more grace.

This benefits searchers, but means websites need to step up their content. Optimizing for keywords is no longer enough. You must now answer the searcher's actual question or intent.

Who Does BERT Impact?

This algorithm update affects all websites - big and small. However, large brands that create comprehensive, high quality content have fared well. The sites hurt most were using "shortcut" optimization tactics.

For small businesses, the impact depends on your current SEO approach. Companies still stuffing keywords without delivering real value are most at risk. BERT rewards relevance over chasing vanity metrics like keyword density.

Winners & Losers of the BERT Update

Yelp was an early BERT winner, likely thanks to its extensive business listings and reviews. Other prominent brands like Amazon, YouTube, and Reddit also benefited.

On the flip side, sites abusing techniques like over-optimization and keyword stuffing saw lower rankings. Doorway pages, thin affiliate content, and low quality directories were impacted.

For small sites, the core message is simple. Creating content purely to rank for specific terms will no longer cut it. You must publish genuinely useful content tailored to what searchers are asking.

BERT's Impact on Local SEO

Local SEO was rocked by this update. In my experience managing websites for small businesses, I've seen firsthand how BERT reshaped strategies.

Google My Business (GMB) listings now play an even bigger role. They provide a consistent way for Google to understand real businesses in the local area. I consistently recommend claiming and optimizing GMB to all clients.

For other local signals like on-page optimization, NAP consistency, and link building, intentions matter more than ever. Anything manipulative or solely for rankings will likely fail.

At my agency, we now focus on holistic strategies that reinforce relevance. We craft optimized content around topics customers are searching for locally. This ikcontent then supports and syncs with GMB and other signals to shape Google's overall understanding of the business.

In other words, you must convince Google that you genuinely are the best option for those searches. The days of faking it are over.

Local Content Considerations Post-BERT

Here are some specific ways BERT should shift your approach to on-site content when optimizing locally:

• Answer the searcher's query or intent accurately
• Craft content for longer, conversational queries
• Adjust tone for hyperlocal expectations
• Spotlight your unique knowledge of the area
• Avoid repetitive, over-optimized boilerplate content
• Link out to authoritative local sources
• Beware aggressively commercial language, focus on being helpful

Your website should read like an insider's guide for locals, not a faceless company. Bring out your brand's personality and expertise.

BERT-Optimized Link Building

Google is cracking down on artificial link building tactics. With BERT, your link profile is interpreted more holistically. A few spammy links can negate the value of many authentic ones.

Make sure any link building is editorially relevant. Guest posting on industry sites related to your business is a good tactic. Just avoid low-value directories or networks flagged as suspicious.

BERT also values brands that link out to quality resources, not just endpoints on your site. Cite authoritative sources whenever adding relevant links in content.

Action Plan: Optimizing for BERT

Here are my top tips for adapting your local SEO tactics to the BERT era:

1. Claim and complete your Google My Business listing

This gives Google a trustworthy starting point to understand your business. It also provides a consistent NAP source for local rankings. Make sure to fill out all details, add great photos, encourage customer reviews, and optimize the GMB website field.

2. Audit your website content

Analyze if pages directly answer searcher questions and align with buying intent. Avoid thin pages just targeting individual keywords. Add related questions in FAQ schema markup for better indexing.

3. Overhaul on-page optimization

Shift to topical optimization with clusters of related terms. Make pages comprehensive resources on customer queries. Include semantic keywords in headings, meta descriptions, alt text, and scattered naturally in copy.

4. Brainstorm pillar content ideas

What topics deserve 3,000+ word definitive guides? Think hard questions customers need answered around your services, local area, and industry. Use tools like Google Related Questions to find gaps.

5. Update website architecture

Organize pages and navigation to match customer intent over keywords. Add hub pages for major topics and silo related content. This groups pages by purpose for Google.

6. Enhance page experience

BERT evaluates page experience signals like speed, engagement, and mobile friendliness more holistically. Tighten up site speed, embed engaging media, and test mobile layouts.

7. Build high quality links

Focus on contextual editorially given links from respected sources. Guest post on niche industry blogs read by your ideal customers. Avoid low quality directories and networks.

8. Refresh existing content

Old blog posts with good metrics can be updated to the BERT era. Add related questions, long tail keywords, schema markup, and fresh examples. Make sure all pages provide value.

9. Monitor algorithm updates

Follow trusted SEO resources to stay on top of Google's innovations. Sign up for Google Search Console notifications. Update strategies to match their stated intentions.

The Future is Bright for Small Business SEO

BERT was a game changer. But ultimately, its focus on understanding language benefits small local businesses willing to play by the rules.

Google wants to connect searchers with websites that authentically serve their needs - especially for hyper-local queries.

Companies that adapt will be rewarded. Those that rely on shortcuts will see rankings decline over time. SEO is about building relationships - with customers, Google, and your community.

BERT has accelerated that shift. As intimidating as it first seemed, savvy businesses now have a roadmap to thrive in 2022 and beyond.

Need help navigating these changes for your small business? Get in touch, I would love to hear about your situation and see how I can help.