The most innovative and creative change in the history of Google was in 2019. On October 25 of that year, the technology giant announced the launch of a new algorithm, called the Bert Algorithm (BERT). Its full form - Bidirectional Encoder Representations from Transformers. It is basically a combination of complex subjects like Artificial Intelligence (AI), Machine Learning and Natural Language Processing (NLP).
Bert's greatest virtue is that he can read and understand words and sentences like a human being. That is, one can understand the context of every word in a sentence. Bert's two most important features are: Bidirectional and Transformer-Based.
Bidirectional means two aspects of the word. That is, Bert can analyze the words before and after the word, and he can guess what the word will be before and after the particular word.
And Transformer means that Bert can connect the words in a sentence and make a meaning of a sentence, which was not possible for Google before. In this case, Bert is using 600 million words from Google's own repository and 2500 million words from Wikipedia.
Two more features of Bert: It is Pre-Trained and Unsupervised. Pre-trained means that Bert has already been taught everything. And unsupervised means he can do a lot on his own. There is no need to give separate directions in each case.
Digital marketers need to know that Bert will have an impact on the work of those who work with content. Because Google has said in its blog - Bert is influencing 10 percent of the total searches. This new algorithm does not work with all types of sentences. Sentences that have stop words are basically Bert's target. Stop word means different prepositions.
Previously, Google could not understand the meaning of words like to, in, from, on in sentences. But now Google has no problem understanding these meanings. Moreover, Google is getting 15 percent new searches every day, which have never been seen before. Bert is also able to automatically optimize these new searches on his system.
What does a digital marketer have to do with Bert? There is really nothing to do. Those who are working with content need to know that content needs to be stronger, more precise - every sentence and every word. In the case of sentences, the sentiment of each sentence should be positive - at least most of it should be positive and the rest should be kept neutral.
Another thing - Bert is not an algorithm that only Google will use. It is an open-source technology. Although the people of Google made it. However, anyone can use it in his work. In the days to come, we will probably see a lot of work on artificial intelligence - especially in robotics.
Bartai is the last word in the search algorithm? No. Google itself says that Bert has a weakness. There are some search terms that Bert still doesn't understand. For example, if you search for "what state is south of Nebraska", Bert is referring to a region called South Nebraska. So we will continue to work on the improved version for the rest of our lives. Recently a new algorithm update is being heard. I will write about that another day InshaAllah.
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