In today’s episode, we cover two new updates in the digital marketing world.
Google’s Zero Click Searches
This Forbes article, Why You Can’t Neglect Your Google Presence Anymore, talks about how so many of us never leave the Search Engine Results Page: “In the first quarter of 2019, nearly 49% of all U.S. Google searches ended without a click. And, over 60% of mobile searches are zero-click searches. People are finding what they need right there on the Search Engine Results Page ( SERP).”
This presents two challenges: make sure your Google presence is built out, so the engaging information is included on the SERP and that you give more consideration to your brand story and long-form content, making it worth the click-through.
Google BERT Algorithm
Google calls this their most important update in five years. What does it mean for us as PR pros and marketers? Content is joined by context as the reigning factors in search results rankings. The context aspect is a nod to an increase in voice search and the use of AI.
“The BERT algorithm (Bidirectional Encoder Representations from Transformers) is a deep learning algorithm related to natural language processing. It helps a machine to understand what words in a sentence mean, but with all the nuances of context.”
As writers and communicators, we are heartened that good writing and clear communication still matters most in our online efforts.
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