Google’s BERT considers the full context of a word by looking at the words that come before and after it—particularly useful for understanding the intent behind search queries. This means that SEO will now be different for everyone on the web.
For instance for a search of ‘math practice books for adults’ in Google, before and after using BERT is shown below.
Here as seen in the image before using BERT, the result of search even included the highest-rated young math practice book. That means it did not match the context of the word, ‘adult’. After the BERT update, the Google Search Engineer better understands the context and gives useful results as shown.
This update will obviously affect the SEO (Search Engine Optimization) process and the sites most impacted will be those that have been targeting unrelated keywords, publishing large amounts of irrelevant content, have a multilingual web presence, or have started leveraging voice-enabled devices.
So, SEOs techniques need to start steering away from just targeting the broad-term keywords and look towards a suitable context of the content. This also helps businesses focus on publishing higher quality content. With the BERT update, strategic search engine optimization (SEO) is necessary for the sites. Only the best, most unique content that answers real questions are going to be getting the most SERP (search engine result page) appearances and an increase in organic traffic.
For further more information about BERT, you can go through this paper.
If you are a beginner to SEO and want to learn more about making strategic SEO planning to have a better rank in Google, this YouTube video can be useful: