What are the best practices for writing natural and engaging content for BERT?

BERT is a powerful algorithm that Google uses to understand the context and intent of natural language queries. It can affect how your content ranks and performs in search results, so you need to write content that matches BERT's expectations. Here are some best practices for writing natural and engaging content for BERT.

1 Focus on user intent

The first step is to identify what your target audience is looking for and why. BERT can analyze the nuances and meanings of words and phrases, so you need to use clear and relevant language that answers their questions and solves their problems. Avoid keyword stuffing, vague terms, or misleading information that can confuse BERT and your readers.

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2 Structure your content logically

The second step is to organize your content in a way that makes sense for both BERT and your readers. BERT can recognize the relationships and connections between different parts of your content, so you need to use headings, subheadings, paragraphs, lists, and transitions that create a coherent and consistent flow. Use schema markup, meta tags, and internal links to help BERT understand the purpose and context of your content.

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Tasmin Lofthouse

Freelance conversion copywriter & feel-good messaging strategist writing psychology-backed words that convert ✨☕
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People don't want to work hard for information. Structuring your content logically makes it easier for people to find what they're looking for. Use keywords in headings, add lists, share key takeaways, and use images to illustrate points. And make sure your content flows logically from A to B (or from problem to solution). A logical content structure benefits BERT but it also benefits your readers. Minimise frustrations and make their user journey easier with a clear content structure.

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3 Write for humans, not machines

The third step is to write with a natural and engaging tone that appeals to your readers and reflects your brand voice. BERT can detect the sentiment and emotion of your content, so you need to use words and expressions that convey your personality, values, and credibility. Avoid jargon, fluff, or spammy tactics that can alienate your readers and lower your trustworthiness.

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4 Optimize for voice search

The fourth step is to optimize your content for voice search, which is becoming more popular and influenced by BERT. BERT can process long and conversational queries, so you need to use natural and spoken language that matches how your audience talks and searches. Use question words, long-tail keywords, and short and simple sentences that answer their queries directly and concisely.

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Tasmin Lofthouse

Freelance conversion copywriter & feel-good messaging strategist writing psychology-backed words that convert ✨☕
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Voice search is human-first. If you want your optimise your content for voice search, you need to tap into the minds of your audience. Consider what questions they might ask or what information they will be most likely to look up and make sure your content easily conveys this. Use conversational language in your content, prioritise local SEO and pair this with well-optimised technical elements like Schema markup

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5 Update your old content

The fifth step is to update your old content that may not be aligned with BERT's standards and expectations. BERT can affect the ranking and performance of your existing content, so you need to review and revise it regularly to ensure it is relevant, accurate, and helpful. Use tools like Google Search Console, Google Analytics, and Google Trends to identify and improve your content gaps, errors, and opportunities.

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6 Test and measure your results

The sixth step is to test and measure the results of your content optimization for BERT. BERT can change the search landscape and competition, so you need to monitor and analyze how your content performs and ranks in different scenarios and devices. Use tools like Google Search Console, Google Analytics, and Google PageSpeed Insights to track and improve your content metrics, such as impressions, clicks, conversions, bounce rate, and loading speed.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bhavik Sarkhedi 🪜

I Help Founders, CEOs and C-level Executives Increase ⬆️ Online Presence Organically via LinkedIn, Content Distribution 🌐SEO 📈| Personal Branding Consultant & Content Strategist ✍️ with 2 Exits: Write Right & Dad of Ad
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As a reliable and awarded content writer by Google Knowledge Panel, I like this. Writing for BERT - now we're talking! This ain't your grandma's keyword-stuffing SEO. BERT's all about context, baby. It's like having a conversation with a sharp, context-understanding, language-cracking AI. Natural language is the key here. I write like I'm chatting with a friend. Casual, clear, engaging. BERT loves that stuff. But let's not forget the power of organization. Structuring content with clear headings and bullet points gives BERT a hand. It's like leaving breadcrumbs for the big bad wolf to follow. Writing for BERT? It's all about being human. No tricks, no gimmicks. Just good, authentic conversation. BERT eats it up!

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What are the best practices for writing natural and engaging content for BERT?

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1 Focus on user intent

2 Structure your content logically

3 Write for humans, not machines

4 Optimize for voice search

5 Update your old content

6 Test and measure your results

7 Here’s what else to consider

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