Google’s Bidirectional Encoder Representations from Transformers (BERT) algorithm is an artificial intelligence technology. It relies on neural networks and Natural Language Processing (NLP) to better understand natural language. Its main objective is to improve the relevance of search results by gaining a more nuanced understanding of user intent and by contextualizing words and long queries.

In France, this powerful algorithm was deployed starting December 9, 2020. It leverages advanced techniques in natural language processing, machine learning, and artificial intelligence. Contrary to what one might think, BERT is not intended to penalize websites. In fact, Google values ​​content quality based on its relevance to users’ expectations. Thus, the more accurately a website addresses the user’s intent, the more it will be considered high-quality content by the search engine.