Google: There Is Nothing To Optimize For With BERT

On Friday, said it launched the biggest change it made to search within in the past five years by releasing . And as expected, said that you cannot optimize for BERT, just like you can’t optimize for RankBrain.

Danny Sullivan from Google said on Twitter this morning “There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking.” This is how Google understands queries and content, nothing really specific to you – Google said. Danny added “The fundamentals of us seeking to reward great content remain unchanged.”

Here is the tweet:

He then went on a few more tweets:

So do you sit back and do nothing if your rankings changed due to BERT? Did your rankings even change after the BERT release? Google did say this impacts 10% of queries…

Forum discussion at Twitter.

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