Google’s recent BERT update is its biggest in 5 years after Rankbrain. According to Google it will impact 10% of all queries and is one of the biggest steps forward in the history of search. In this presentation Milestone shares real examples of BERT's impact, and guide you through 5 steps to prepare you for BERT. This presentation was given by Milestone‘s President - Benu Aggarwal, and Head of Products - Sathya Krishnamurthy in a webinar on Thu, November 21st. It will arm you with practical tips to upgrade your digital assets and be ready for BERT, conversational content, and voice search.

1. we put you in front
of your customer
How Google’s BERT Update
Impacts Your Digital Strategy
www.milestoneinternet.com | @milestonemktg
M I L E S T O N E W E B I N A R

2. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TODAY’SPRESENTERS
BenuAggarwal
President, Milestone Inc.
Sathya Krishnamurthy
Head of Products, Milestone Inc.
Jake Brennan
Moderator

3. Confidentialwww.milestoneinternet.com | 1-408-200-2211
MILESTONE PRESENCE CLOUD PLATFORM
CMS Local
Reviews AnalyticsInsightsSocial
Schemas Voice Search
D R IV E R E V E N U E A N D T R A F F IC F R OM D IGITA L

4. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TRUSTEDBYTOPBRANDS-WITHOVER500AWARDS

5. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
HOWWILLBERT
IMPACTYOUR
DIGITALSTRATEGY?
WHATISBERT
&WHY?
SEARCH&CONSUMER
TRENDS
5”MUSTDOs”TO
CAPITALIZEONBERT
WHATWILLHAPPEN?
HOWTOMEASURE?
SITESNOTICING
IMPACT&WHY
YOUR2020
DIGITALSTRATEGY

6. WHAT IS BERTAND WHY?
Google’s biggest update in almost 5 years

7. SEARCHHASEVOLVED
TEXT
DRIVEN
2008 2020
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Relevant &
precise results
Understand
Long Tail (FAQ)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
FIGHT SPAM ENHANCE UX
https://moz.com/google-algorithm-change

8. Confidentialwww.milestoneinternet.com | 1-408-200-2211
BERT:SEARCHENGINESUNDERSTANDHUMANINTENT
Search Engines becoming smarter by understanding how humans interpret language.
@MILESTONEMKTG
OPENSOURCE
GOOGLE
CONTRIBUTION
WiKIPEDIA
MACHINE
LEARNINGNLP
FRAMEWORK
BI-DIRECTIONAL
-PREDICTSCURRENT
&NEXTSENTENCE
TIP: SPEND TIME UNDERSTANDING
SEARCH INTENT, ENHANCING
WEBSITE STRUCTURE &
CONVERSATIONAL CONTENT

9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
BERT–WHY&IMPACT
Bidirectional Encoder Representations from Transformers
According to google – “Bert helps better understand the nuances and context of
words in searches and better match those queries with more relevant results”
GETTINGVOICEREADY CONVERSATIONAL SEARCHIMPACT
Google estimates that this
update will impact around
1 of 10 searches
Designed for
conversational and natural
language queries
Relevant results, better
user experience, less
clicks

10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
BETTERUSEREXPERINCE-RESULTSMOREACTIONABLE,RELEVANT
&CONVERSATIONAL
Rich Snippet
no need to
click further
More Relevant &
Conversational

11. SEARCH TRENDS & CONSUMER
TRENDS IMPACTINGYOUR
DIGITALSTRATEGY

12. Confidentialwww.milestoneinternet.com | 1-408-200-2211
CONSUMERBEHAVIORISCHANGING–MORETIMEONMOBILE
QUESTIONS INSTEAD
OF SEARCHES
SHORTER
ATTENTION SPANS
SMALLER DEVICE
SCREENS
SCREEN-LESS
DEVICES

13. Confidentialwww.milestoneinternet.com | 1-408-200-2211
ALLABOUTMOBILEANDVOICESEARCH
50%
of search is expected
to be voice-based by
2020
(ComScore, 2017)
30%
of web browsing will
be screen-less by
2020
(Gartner 2019)
https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459
https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html
https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/
65%
of all Google
searches are
mobile
(Google 2019)
https://www.dbswebsite.com/blog/trends-in-
voice-search/

14. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
84%OFSEARCHESAREDISCOVERYSEARCHES

15. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GOOGLEMOBILEBROWSERSEARCHCLICKS: SEPT.2019
56.10%
39.69%
4.22%
Zero-Click Searches
Searches w/ Organic
Clicks
Searches w/ Paid Clicks

16. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
RICHANSWERS,IMAGESANDSERPSATURATION

17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
OWNGOOGLESCREEN-ZEROCLICKS,SERPS,KNOWLEDGEGRAPH,ANDPAID+META
HAVEBETTERVISIBILITYINGOOGLESERP
TRADITIONAL
EYE- TRACKING
MODEL
UPDATED EYE- TRACKING
MODEL

18. Confidentialwww.milestoneinternet.com | 1-408-200-2211
• More SERP leads
to more
impression share
• 30% to 70% less
available clicks as
google expanded
the definition
boxes
@MILESTONEMKTG
SERPSATURATIONS,MOREIMPRESSIONSANDLESS CLICKS

19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
YOURDIGITALSTRATEGYISTOSATURATEGOOGLEHOMEPAGE
This is Your
Homepage.

20. GOOGLE IS FOCUSING ON
DELIVERING BEST USER
EXPERIENCE
5 THINGS YOU MUST DO

21. Confidentialwww.milestoneinternet.com | 1-408-200-2211
USEREXPERIENCE,EXPERTISE,AUTHORITY, ANDTRUST
Find ways to make our brand what searcher seek out
@MILESTONEMKTG
Does the hotel
Nikko have a
pool?
Zero Click
Solve
Problems

22. Confidentialwww.milestoneinternet.com | 1-408-200-2211
TURN YOUR SITE INTO THE RESOURCE. GAIN TRUST. IMPROVE CONVERSION
– DIGITAL ASSETS ALIGN WITH USER INTENT
TRAVEL’S
INSIGHTS
STAFF
TIPS
MOBILE
EXPERIENCE
RELEVANCY,CLICKABILITY- DIGITALASSETSALIGNWITH
CONVERSATIONALSEARCH
HOME
THINGS TO DO

23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
GOOGLEISAIMINGFORTHEBESTUSEREXPERIENCE
AUTHORITY:
Consistent qualitative
Links & Citation
1
TECHNICAL SEO:
Indexability and
Crawlability
2
RELEVANCY:
Relevant, Fresh &
Conversational
3
SPEED
and Mobile first4
CLICKABILITY:
Entities, UX, Layout,
Structure
5
KEY TAKE AWAY -
Your Domain should
demonstrate solid
expertise, authority and
trust (EAT)

24. SITES THAT SAWABIG IMPACT
& WHY

25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
MISSINGBERTORMOBILELOVE-EXPEDIA.COM,NEWYORKTIMES

26. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
RESULTSONLONG-TAILCONVERSATIONS
Long tail queries saw huge fluctuations post BERT
update, eventually stabilizing to higher ranks

27. Confidentialwww.milestoneinternet.com | 1-408-200-2211
PERFORMANCEDROPSSEENACROSSSITESTHATDONOT
CUTIT–TRAFFIC,SPEEDANDMOBILE
SEM Rush Domain Analysis
Analytics code changed
900 Sessions 450 Sessions

28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
WIKIPEDIAANDAMAZONGAINEDAFTERBERT
Search Engine Best Practice
Search Query Deserve Fresh Content – QDF
Information Query are treated as News Query
https://moz.com/blog/was-there-a-november-14th-google-update

29. POLL
Of the 5 key areas we discussed which are
the highest priority for you in 2020?

30. WHAT WILLYOU SEEAND WHAT
DOYOU MEASURE?

31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
SERPSATURATIONBYINFORMATIONCONTENT

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IMPRESSIONSGOINGUPFORLONGTAIL

33. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
VISIBILITYGOESUPWITHSOLIDSERPS
1."Quality conversational content” than
“keyword-rich content”
2.Add FAQs, conversational & long tail
content and entities as part of your
content strategy
3. Speed and Mobile must have

34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
AMP,LONGTAIL,FAQGETTINGMOSTTRAFFIC
AMP, Dining,
Things to do,
Specials, FAQ

35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
MOREIMPRESSIONS
Higher Impression
AMP
Mobile
FAQ

36. POP QUIZ
(True or False)
You can optimize for BERT.

37. 2020 DIGITALSTRATEGY

38. 2020DIGITALSTRATEGY
SPEED MOBILEFIRST HTTPS,
CRAWLABILITY
INDEXIBILITY
AUDIENCE
TARGETTING
CUSTOMERJOURNEY
AUTHORITY CLICKABILITY
CONVERSATIONAL
CONTENT

39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
2020DIGITALSTRATEGY-KEYTAKEAWAY
GOOGLE IS
YOUR
NEW
HOME PAGE
IMPRESSION AND
SERPS ARE
MORE
IMPORTANT
USER
EXPERIENCE IS
KEY FOR
WINNING
CONTENT NEEDS
TO BE WRITTEN
FOR
CONVERSATION
BUILD
5 PILLARS
TO WIN

40. Confidentialwww.milestoneinternet.com | 1-408-200-2211
UPCOMINGEVENTS
2020 Digital Trends Webinar
Bringing Milestone Thought
Leadership to India

41. QUESTIONS?