You may be wondering how yet another Google update is related to content generation, with a view to increasing student recruitment for colleges, right?
Before we explain this relationship, it's important that you understand what BERT is , Google's new update, and how it works.
Caption: A person using a cell phone and notebook, representing opportunities with Google's BERT update.
Google's new BERT update
According to Google, billions of searches are made every day, and we know that this is nothing new. The fact is that of these billions of searches, 15% are completely new and have never been done before. Are you surprised?
This data is so surprising and relevant that Google has invested in a new way of presenting search results, using a certain logic to anticipate these questions.
Based on this, BERT - Bidirectional Encoder Representations from Transformers - was created to process natural language. In other words, Google wants to understand what you're saying in a way that makes it natural for you to ask, is that clear?
Google realized that people are confused about how to ask questions during searches. Sometimes they don't know what the right words are or how to write them, so they end up writing in a way that comes naturally to them.
With this in mind, BERT analyzes all words within a context and not one by one. With this new mechanism, prepositions gain relevance.
To illustrate, we'll use the search with the statement "Number of Brazilians who returned from Europe in 2019", which will show a different result from the search "Number of Brazilians who returned to Europe in 2019". Because BERT understands the difference between the prepositions "from" and "to", since it analyzes the context and not word for word.
In this way, BERT is able to better understand the questions that are asked on Google and is therefore able to provide more relevant search results.
Since its introduction, BERT has been one of the main classification systems used by Google to better understand words in context and the intent behind queries. According to the official guide to classification systems, BERT continues to be used to help provide more relevant results, especially in complex and conversational searches.
Although Google doesn't detail specific improvements to BERT in 2024, it reinforces that it carries out regular updates to improve natural language understanding and the quality of answers. This highlights the importance of producing content that responds directly and clearly to users' real questions.
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How can I generate relevant content for Educational Marketing, seeking to increase student recruitment for colleges with BERT?
With BERT prioritizing understanding the intent behind surveys, it is essential that educational institutions create user-centered content. This means developing materials that directly address potential students' questions and needs, using language that reflects the way they naturally express themselves. Adopting this approach increases the relevance of the content and improves its visibility in search results.
Now that you've understood more about how BERT works, you're probably wondering how this new search system can help you create content to achieve the results of Educational Marketing strategies to increase student recruitment for colleges, right?
In order to increase student recruitment for colleges, educational institutions must work on their Educational Marketing strategy focusing on Inbound Marketing actions, i.e. they must create relevant content for their target audience. The in-house or outsourced SEO professional is responsible for creating the content to attract potential students to educational institutions, and must therefore be prepared for the changes that will be brought about by BERT.
It's still not quite clear how you can improve your educational institution's Educational Marketing by creating content to maintain or improve your position in the Google rankings.
Educational institutions must anticipate the natural ways in which students may search. They should consider that students may be confused about how to search for faculties, courses, fees, curricula, etc.
That's why they should generate content and choose keywords that are related to the way the content is searched. To do this, it's important to understand your audience and personas.
For example, the student may be looking for quality and low cost, and the way they construct the question and also the way you present the result will influence your positioning in Google's rankings.
As well as considering traditional keywords, it's essential to focus on long-tail keywords, which are more specific and better reflect users' intentions. These keywords tend to have less competition and can attract a more qualified audience, increasing the chances of conversion. With BERT, Google can better understand these detailed queries, offering more accurate results.
Now it's clearer, right?
Is BERT an opportunity for your SEO strategy?
After understanding how BERT works and knowing the importance of Google's search engines, you should consider it when designing your SEO strategy.
To be successful in Google searches, you must be clear and specific, answering your audience's queries in a better way than your competitors. That's why it's ideal for your content to be related to the interests of prospective students, so that you can increase the number of students you attract to colleges.
With the increase in voice searches, especially among young people, it is crucial that content is adapted to reflect a more conversational language. This involves answering frequently asked questions directly and using phrases that mimic users' natural speech. This strategy not only improves the user experience, but also increases the likelihood of the content being highlighted in featured snippets in search results.
BERT allows you to offer a better user experience, since you will be offering content for searches that they often don't know how to do.
That's why you should explore/take advantage of the new opportunities offered by BERT to improve the results of your Educational Marketing plan by intensifying your inboundmarketing strategies , thus improving student recruitment for colleges.
Implementing structured data, such as schema.org markup, can help Google better understand the content of your site. This makes it easier to display additional information in search results, such as evaluations, opening hours and events, increasing the visibility and attractiveness of your content for users.
Summary: With BERT, Google understands searches more naturally, prioritizing user intent. To attract students, produce content that is clear, objective and aligned with the way students search. Invest in long-tail keywords, conversational language and semantic structuring. This adaptation improves ranking and increases your presence in searches.
Want to know more about how to create SEO and Inbound Marketing strategies in your Educational Marketing plan to attract students to colleges with the changes brought about by BERT? Contact us and send us your questions in the comments.
How can you use Google's BERT to improve student recruitment?
What is Google's BERT?
BERT (Bidirectional Encoder Representations from Transformers) is an update to Google's algorithm that allows us to better understand the intent behind searches by analyzing the full context of phrases, including prepositions and natural language.
How does BERT impact educational marketing?
With BERT, content that responds clearly, objectively and conversationally to users' questions gains more visibility. This requires educational institutions to create materials focused on students' real intentions when searching for courses, colleges and enrollments.
What content creates the most impact with BERT?
Texts that answer frequently asked questions, use long-tail keywords, have accessible language and reflect the natural way students search are more valued by BERT. Examples include content about "good and cheap college", "how does business school work", among others.
Should I change my SEO strategy because of BERT?
Yes. SEO needs to be adapted to the BERT model, focusing on search intent, conversational language, clarity in answers and rich semantic content. This increases the chances of appearing in relevant results and improves student recruitment.
Does BERT understand voice searches?
Yes. BERT improves understanding of voice searches, which are common among young people. Producing content that simulates spoken language - such as direct questions and objective answers - increases relevance and can ensure that you are highlighted in the search results.
How do you choose keywords with BERT in mind?
Prioritize long-tail keywords and terms used naturally by students. Analyze how your audience asks about courses, values and differentials and incorporate these expressions into the content.
What else can I do to improve my SEO with BERT?
Use structured data markup (schema.org), update your content regularly and focus on inbound marketing. Creating informative, specific and user-centered content helps Google to better understand your page and increase its ranking.
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