Google has just begun rolling out what it has referred to as the “biggest leap forward” they have taken over the past five years, and one of the biggest leaps forward in all of Search history. The product is known as BERT (Bidirectional Encoder Representations from Transformers), an intuitive network-based technique being used for the pre-training of natural language processing (NLP).

Or, simply put, BERT will help computers understand the English language more like we human beings do.

Google says that BERT will affect as many as one in 10 searches. It will also impact which snippets appear as featured.

Initially, BERT will only apply to English searches. Google plans on expanding this technique to other languages going forward.

Why BERT Matters to Pool Companies

Google has hinted that advertisers and business owners won’t be able to optimize for BERT, just as they couldn’t for RankBrain (Google’s first AI method for better understanding search queries). What is important to note, however, is that BERT is helping computers better understand natural language.

The takeaway? Create content for your users, not for your business. Avoid confusing terms, industry jargon, and produce quality relevant web pages, landing pages, blogs and other content. This way Google will be better able to match keen pool and spa owners with your company.

Is Your Pool Company Website Affected?

We recommend that every pool company start checking out their data sometime this week to see if your website has been impacted by the introduction of BERT. Look at which pages are affected and for what queries. You may be surprised to see that some content won’t end in conversions when it had in the past.

Don’t have time to check up on your online performance or create content for your website? Consider Pool Marketing Site. With years of experience in working with pool and spa firms, we know exactly what it takes to stand out in your specific geographic market and out-perform your competitors. Learn more by giving us a call at (281) 569-4370.