Google recently rolled out their latest notable update
with all the pomp and circumstance you would expect without so much as a whisper. That’s because this BERT update has been in the works for quite some time, if you’ve been paying attention. Since 2015’s “Mobilegeddon,” Google has made a concerted and wildly transparent effort to make two things clear:
- They deal in information
- They only care about the user
It’s true that Google is an enormous multinational with endless resources that’s probably developing a toaster that can do your taxes or whatever, but it started and still functions as an information delivery system.
They’ve taken steps for years to cater to those actually making the searches, like prioritizing sites that load quickly and expanding rich snippets. They even let you search with emojis now. Seriously!
At their core, they don’t want to simply reward websites that check all the mythical “boxes” and do just enough to show they’re playing by Google’s ambiguous “rules.” They want to provide the most accurate information to someone who is looking for it in the fastest and most painless way possible.
This is all good news for SEOs who have stayed up-to-date on industry trends. We’re all used to clutching our armrests and white-knuckling through past algorithm updates, but this recent one feels more like a relief than a gut punch.