Google Applies New BERT Model to Search Rankings, Affecting 1-in-10 Queries
Google is rolling out what it says is the biggest step forward for search in the past 5 years, and one of the biggest steps forward in the history of Search altogether.
Google is using a new technology it introduced last year, called BERT, to understand search queries.
BERT stands for bidirectional encoder representations from transformers. Transformers refer to models that process words in relation to all other words in a sentence.
That means BERT models can interpret the appropriate meaning of a word by looking at the words that come before and after. This will lead to a better understanding of queries, compared to processing words one-by-one in order.
What Does This Mean for SEOs and Site Owners?
Google utilizing BERT models to understand queries will affect both search rankings and featured snippets. However, BERT will not be used for 100% of searches.
For now, BERT will be used on 1 in 10 searches in the US in English. Google says BERT is so complex that it pushes the limits of Google’s hardware, which is probably why it’s only being used on a limited amount of searches.
Google search users in the US should start to use more useful information in search results:
“Particularly for longer, more conversational queries, or searches where prepositions like “for” and “to” matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you.”
For featured snippets, Google is using a BERT model to improve results in all of the two dozen countries where featured snippets are available.
Google says BERT went through rigorous testing to ensure that the changes are actually more helpful for searchers. You can see some before and after examples in the next section.
Examples of BERT in Action
In testing, Google found that BERT helped its algorithms better grasp the nuances of queries and understand connections between words that it previously couldn’t.
Here’s a search for “2019 brazil traveler to usa need a visa”. You can see how BERT helped Google understand that the query is about a Brazilian traveling to USA, not the other way around.
Here’s another example using the query “do estheticians stand a lot at work”. Previously, Google would interpret the words “stand” and “stand-alone” as meaning the same thing, which lead to irrelevant search results.
Using BERT, Google can better interpret how the word “stand” is being used and understand that the query is related to the physical demands of being an esthetician.
Here are some more before/after examples of queries with and without BERT.
“Can you get medicine for someone pharmacy”: With the BERT model, we can better understand that “for someone” is an important part of this query, whereas previously we missed the meaning, showing general results about filling prescriptions.
“Parking on a hill with no curb”: In the past, a query like this would confuse our systems–we placed too much importance on the word “curb” and ignored the word “no”, not understanding how critical that word was to appropriately responding to this query. So we’d return results for parking on a hill with a curb!
“math practice books for adults”: While the previous results page included a book in the “Young Adult” category, BERT can better understand that “adult” is being matched out of context, and pick out a more helpful result.
One thing to note about these examples is they were from Google’s evaluations, and might not 100% mirror what is displayed live in search results.
A Google spokesperson tells me the examples are simply meant to illustrate the types of language understanding challenges that BERT helps with, but there are of course many other queries where BERT will have an impact.
Looking Ahead
With this change Google aims to improve the understanding of queries, deliver more relevant results, and get searchers used to entering queries in a more natural way.
Google did not say to what extent this change will affect search rankings. Given that BERT is only being used on 10% of English queries in the US, the impact should be minimal compared to a full-scale algorithm update.
Understanding language is an ongoing challenge, and Google admits that, even with BERT, it may not get everything right. Though the company is committed to getting better at interpreting the meaning of queries.
Google Warns About Misuse of Its Indexing API
Google has updated its Indexing API documentation with a clear warning about spam detection and the possible consequences of misuse.
Warning Against API Misuse The new message in the guide says:
“All submissions through the Indexing API are checked for spam. Any misuse, like using multiple accounts or going over the usage limits, could lead to access being taken away.”
This warning is aimed at people trying to abuse the system by exceeding the API’s limits or breaking Google’s rules.
What Is the Indexing API? The Indexing API allows websites to tell Google when job posting or livestream video pages are added or removed. It helps websites with fast-changing content get their pages crawled and indexed quickly.
But it seems some users have been trying to abuse this by using multiple accounts to get more access.
Impact of the Update Google is now closely watching how people use the Indexing API. If someone breaks the rules, they might lose access to the tool, which could make it harder for them to keep their search results updated for time-sensitive content.
How To Stay Compliant To use the Indexing API properly, follow these rules:
- Don’t go over the usage limits, and if you need more, ask Google instead of using multiple accounts.
- Use the API only for job postings or livestream videos, and make sure your data is correct.
- Follow all of Google’s API guidelines and spam policies.
- Use sitemaps along with the API, not as a replacement.
Remember, the Indexing API isn’t a shortcut to faster indexing. Follow the rules to keep your access.
This Week in Search News: Simple and Easy-to-Read Update
Here’s what happened in the world of Google and search engines this week:
1. Google’s June 2024 Spam Update
Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.
2. Changes to Google Search Interface
Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.
3. New Features and Tests
- Link Cards: Google is testing link cards at the top of AI-generated overviews.
- Health Overviews: There are more AI-generated health overviews showing up in search results.
- Local Panels: Google is testing AI overviews in local information panels.
4. Search Rankings and Quality
- Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
- Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.
5. Advice for Content Creators
- Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
- Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.
6. New Search Features in Google Chrome
Google Chrome for mobile devices has added several new search features to enhance user experience.
7. New Tests and Features in Google Search
- Credit Card Widget: Google is testing a new widget for credit card information in search results.
- Sliding Search Results: When making a new search query, the results might slide to the right.
8. Bing’s New Feature
Bing is now using AI to write “People Also Ask” questions in search results.
9. Local Search Ranking Factors
Menu items and popular times might be factors that influence local search rankings on Google.
10. Google Ads Updates
- Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
- Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
- tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
- WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.
These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.
AI
Exploring the Evolution of Language Translation: A Comparative Analysis of AI Chatbots and Google Translate
According to an article on PCMag, while Google Translate makes translating sentences into over 100 languages easy, regular users acknowledge that there’s still room for improvement.
In theory, large language models (LLMs) such as ChatGPT are expected to bring about a new era in language translation. These models consume vast amounts of text-based training data and real-time feedback from users worldwide, enabling them to quickly learn to generate coherent, human-like sentences in a wide range of languages.
However, despite the anticipation that ChatGPT would revolutionize translation, previous experiences have shown that such expectations are often inaccurate, posing challenges for translation accuracy. To put these claims to the test, PCMag conducted a blind test, asking fluent speakers of eight non-English languages to evaluate the translation results from various AI services.
The test compared ChatGPT (both the free and paid versions) to Google Translate, as well as to other competing chatbots such as Microsoft Copilot and Google Gemini. The evaluation involved comparing the translation quality for two test paragraphs across different languages, including Polish, French, Korean, Spanish, Arabic, Tagalog, and Amharic.
In the first test conducted in June 2023, participants consistently favored AI chatbots over Google Translate. ChatGPT, Google Bard (now Gemini), and Microsoft Bing outperformed Google Translate, with ChatGPT receiving the highest praise. ChatGPT demonstrated superior performance in converting colloquialisms, while Google Translate often provided literal translations that lacked cultural nuance.
For instance, ChatGPT accurately translated colloquial expressions like “blow off steam,” whereas Google Translate produced more literal translations that failed to resonate across cultures. Participants appreciated ChatGPT’s ability to maintain consistent levels of formality and its consideration of gender options in translations.
The success of AI chatbots like ChatGPT can be attributed to reinforcement learning with human feedback (RLHF), which allows these models to learn from human preferences and produce culturally appropriate translations, particularly for non-native speakers. However, it’s essential to note that while AI chatbots outperformed Google Translate, they still had limitations and occasional inaccuracies.
In a subsequent test, PCMag evaluated different versions of ChatGPT, including the free and paid versions, as well as language-specific AI agents from OpenAI’s GPTStore. The paid version of ChatGPT, known as ChatGPT Plus, consistently delivered the best translations across various languages. However, Google Translate also showed improvement, performing surprisingly well compared to previous tests.
Overall, while ChatGPT Plus emerged as the preferred choice for translation, Google Translate demonstrated notable improvement, challenging the notion that AI chatbots are always superior to traditional translation tools.
Source: https://www.pcmag.com/articles/google-translate-vs-chatgpt-which-is-the-best-language-translator
Google’s AI Overviews Avoid Political Content, New Data Shows
Google Shopping Researched with AI
5 Most Profitable Online Businesses You Can Start Today for Free!
8 Best Banks for ECommerce Businesses in 2024
Google AI Overview Ads, New Link Format, AI Organized Search Results & Plus More
Learn a New Language with This Fresh Approach
How to Choose Your Battles Wisely at Work
Google Showing Competitor Ads Above Local Reviews
Best Practices For Keyword Localization
The Market Dominance and Technological Advantages That Make WordPress Nearly Irreplaceable as a CMS
-
SEO6 days agoGoogle’s AI Overviews Avoid Political Content, New Data Shows
-
SEARCHENGINES5 days agoGoogle Shopping Researched with AI
-
WORDPRESS6 days ago5 Most Profitable Online Businesses You Can Start Today for Free!
-
WORDPRESS5 days ago8 Best Banks for ECommerce Businesses in 2024
-
SEARCHENGINES7 days agoGoogle AI Overview Ads, New Link Format, AI Organized Search Results & Plus More
-
AFFILIATE MARKETING7 days agoLearn a New Language with This Fresh Approach
-
AFFILIATE MARKETING5 days agoHow to Choose Your Battles Wisely at Work
-
SEARCHENGINES4 days agoGoogle Showing Competitor Ads Above Local Reviews