Optimize your content
using SEMrush SEO Writing Assistant
Try it now! →
ADS illustration
For example, for the search “contact in barcelona”, the result is the telephone philippine area code number of FC Barcelona.
This is a clear example of a result that will change once BERT is applied to this query.
As humans, we understand that someone searching for “contact in Barcelona” is not looking for information about the football team, they are probably looking for contacts to meet people or the City Council website.
But since it is a somewhat confusing search, Google does not quite understand it and displays the information about Barça.
This is probably because in many cases users write “Barcelona Contact” or “Barça Contact”.
Google BERT - Ambiguous Keywords
Significant impact on voice searches
Voice search has been on the verge of taking the big leap forward for a few years now, but it has yet to do so.
While it is true that sales of devices such as Google Home or Alexa have increased, search engines are still unable to understand the meaning of what is being asked of them.
The training process in voice search is too manual.
In other words, “Voice recognition” is not the same as “voice understanding”.
At this point, BERT will be of great help in better understanding voice searches and making them more conversational.