The Faculty of Engineering is a faculty of the University of Sydney, Australia. It was established in 1920 and is Australia’s oldest engineering school and one of the most prestigious.
The school has an excellent academic reputation with its programs being ranked in 2011 by the QS World University Rankings by Subject at 21st in the world for Civil Engineering and 27th in the world for Mechanical Engineering. Programs at the school are accredited by professional bodies including Engineers Australia, The Australian Institute of Project Management and the Australian Computer Society
In 2011 it had a student enrolment of 4,645 (9.5% of all students), thus making it the University’s fourth-largest.
In 2019, UTS FEIT (Faculty of Engineering and ITS), approached Pulse for a great project: Promoting a suite of very interesting short courses as part of their continuing education strategy and offering,
The biggest challenge was how to market and differentiate the UTS offering of high-calibre premium courses in a highly cluttered and noisy market ranging from face-to-face events through to free tasters, blended learning options and high-volume, low-cost online alternatives.
We conducted thorough initial research in conjunction with the client’s internal stakeholders to gather insights, stats and all possible factors that could inform our strategy.
As a result, identified user personas, audience acquisition strategies and channels to deploy the campaigns which generated great traffic and strong engagement and click-through statistics.
Some of the stats can be seen below, the results are from actual figures blurred to protect the client’s information.
The image represents an example of the type of creative we tested throughout the campaign.
Actual figures have been blurred to protect information.
“We found Nico and his team very responsive and committed to the project during our time working together. In addition to the raw results in terms of site traffic and enquiries, we gained a lot of specific insights into digital marketing, our target audience, and the metrics and dashboards which the Pulse team developed and shared to help us monitor and manage the campaigns and our portfolio.“
Steve Crooks, Manager, Professional Education Unit,
UTS Faculty of Engineering and IT
Choosing the Right Digital Marketing Channel for Your Small Business
Making the right choice when it comes to digital marketing strategies can be crucial for your company, especially when you are a small business with a limited budget. Selecting the most appropriate channels to reach the right audience requires lots of research time, as well as in-depth marketing, digital communication and business management expertise.
Considering the multitude of choices available, even the most experienced business person may have difficulties finding the path towards business success. Every small business owner has probably dealt with these dilemmas: is it worth investing in SEO? Should I opt for Google or Bing Ads campaigns? Which social media channel delivers the most significant impact on ROI?
This is why we have gathered a few ideas and some preliminary steps for small business owners and marketers to take to choose the digital marketing channel that truly matters for their business.
Define your Audience
To present your products or services to the right audience, first, you need to define your buying persona (the profile of your potential/ideal client). Luckily, Facebook offers us some useful tools for that. Using Audience Insights, we can start building the profile of the type of person that may be interested in our products/services. To be able to use Facebook Audience Insights, you don’t need an advertising account — all you need is a Facebook profile. We can start with broad options and then narrow down the audiences based on the following information: age, gender, lifestyle, career, relationship status, education level, household, estimated income, interests, online activity, device usage, spending habits.
After creating a relevant portrait of the buyer, this person should be kept in mind whenever you create any content or carry out any type of marketing activities. The data offered by Facebook Audience Insights is just one of many research methods you should be looking to use to build audience personas. There are many other sources to use, such as Twitter profiles, Google Analytics demographic insights, or published research that has been previously carried out in your industry or niche.
After clearly defining your buying persona, it’s time to set your own business goals. Ask yourself questions like: How many leads or actual clients would I like to acquire every month? What’s the value of a lead? What sort of budget am I prepared to spend over a specific timeframe? Then, go on defining your business and marketing assets and your goals. After having a complete picture of your business and your targeted audience, it should be easier for you to define the best marketing/advertising channels to use.
Now that everything is much clearer, it’s time to consider your options:
SEO & Content Marketing
The process of optimising your website’s technical and editorial aspects so that it can be organically discovered by users when searching for specific keywords is called SEO. Unlike paid advertising, SEO takes time to work. Depending on various aspects, like domain authority (versus the competition), available assets such as a quality mobile website, link building opportunities and others, the results may vary, but they rarely happen before 6-12 months especially if the site is new, significant and has errors, or has been penalized by Panda or Penguin or any other algorithmic penalty or filter.
As SEO and content marketing are tightly connected, you may also need to hire professional copywriters to continuously create fresh content that can help your website rank for a wider variety of keywords. Whether it’s blog posts, white papers, webinars, videos, or e-books, content must be created according to a well-thought strategy. If you’re prepared to make this effort, invest in quality content and wait until results appear, content marketing is the right choice for your business. But, if you need fast results, you should better look into PPC (Pay Per Click Advertising) and display ads options.
One of the easiest ways to determine whether it’s worth investing in an SEO campaign or not is by checking your website’s ranking with tools like SEM, Ahrefs or Google Search Console. If the website is already ranking for some appropriate keywords, then it probably has the potential for further SEO development.
Do it if your website is already ranking for useful keywords and you are willing to invest time and effort into an SEO and content management campaign.
Don’t it if You want fast results without putting in much time and effort.
Email Marketing Also called eDM.
If you have a pool of customers or an opted-in email subscription list for newsletters, promotions or offers, this can become a real gold mine. Some studies claim that email marketing can provide a 4,300% ROI. E-commerce companies heavily rely on e-mail marketing strategies, but SMEs may also use email marketing to sell more to existing clients.
Do it if you have a decent opted-in email database.
Don’t it if you don’t have a pool of existing customers allowing you to send them your information, promotions, and offers.
Pay Per Click advertising
Whether it’s Google or Bing ads, paid advertising should provide highly targeted traffic very quickly. Both B2B and B2C companies rely on Google and Bing ads to get new clients within a short time frame. PPC campaigns are ideal for businesses which did not take time to create awareness through social media or email marketing campaigns and want to promote their new products/services with paid ads quickly.
Do it if the costs per clicks are affordable, and your product service is searched in Google/Bing.
Don’t it if you don’t have sufficient budget or your audience is not using Google/Bing to search for your products/services.
Social Media Organic Campaigns and Social Ads
Social media marketing is one of the most powerful tools you can use to achieve your marketing and branding goals. SMM includes posting regular text, image, or video updates on social channels (Facebook, Instagram, Pinterest, Twitter etc.), as well as creating social media ads.
To improve your business’s social media presence and increase audience engagement, organic posting and paid ads should go hand in hand. A good social media marketing plan includes both a consistent posting schedule and running social ads for remarketing purposes. The choice of the social media channel also depends on the type of business you have: a highly visual business can rely on Instagram and Pinterest, while a B2B company might find Twitter and LinkedIn more useful for its marketing goals.
Do it if you get a lot of value from a strong social media presence.
Don’t it if your audience uses other channels to search for your products/services (Google, Bing)
Consider the Long Run
The purpose of a business person is to grow their business. But this might mean different things for different companies, and it is finally up to every person to decide which channel serves their business purpose best; for example, if you are focused on getting sales fast, PPC campaigns are probably the best choice. If your business is new and you need brand awareness, think about investing in content marketing or social media. You may also need to educate your audience through web PR.
Last but not least, always go with the channel where your audience spends more time. And, no matter what channel you choose for promotion, always think in the long run. People may click on your ads right now, but what if they want to know more about the business and they get to social media or your website to search for some information that isn’t there yet? After all, your online presence should be treated as a whole and should continuously be improving in all areas to provide good ROI.
Content marketing is at the heart of most efficient digital marketing campaigns, offering businesses an excellent opportunity to boost their results. A well-documented content marketing strategy can improve online visibility, create brand awareness and build communities. But, if you want to stand a chance of showing up on the SERPs and boost organic traffic, it is essential to write content that satisfies both users and search engines. One can’t exist without the other.
You can write excellent content that is highly useful for the readers, but if you don’t appear in Google SERPS, no one will ever read it. Also, you may rank number one in Google with a specific piece of content, but if it’s not useful to users, they will leave the website immediately and bounce rates will increase.
So, what are the key elements to take into consideration when creating a content strategy?
Knowing your audience
To make sure you get to your audience, you must understand their lifestyle, concerns, problems, and needs. Looking at the analytics and demographic data to define your buyer persona and their buying journey will help you determine what they are interested in and how they could be persuaded to take action.
Maybe your audience has not even entered the buying journey. But if potential customers have interacted with your brand one way or another, good quality content will draw them into your brand’s universe and will soon turn them into customers.
To create valuable content for a target audience, a talented content marketer would try to find the most important questions people are asking and build content around those questions.
For example, if you want to target women interested in “anti-wrinkle serum”, you should find questions women ask regarding this type of product (benefits, efficiency, comparisons with similar products etc.), and create specific content answering these questions. Make sure you are using relevant words and phrases that are likely to persuade your public to take action.
Performing a full content audit will help you understand which of your pages are already ranking, what can be done to improve existing content and what are the gaps to fill to bring added value to your potential customers and become an established voice in your area of expertise. To become more convincing, you can quote well-known specialists, include engaging video content, add reviews and links to authoritative content.
Identifying the most appropriate type of content
Identifying the best content type to produce is the next step in the creation of a content strategy. Most common content formats are:
Many factors can influence the success of your content strategy. But the critical factor is Consistency. To keep your (potential) customers’ interest alive, you must regularly produce good quality content.
Therefore, creating a content calendar and promotional activities on various social platforms would be the next steps of your content strategy. Details to be included in your content calendar are:
To make sure your content is correctly crawled, indexed and well ranked by Google bots, you should also consider SEO best practices, such as:
Performing Keyword Research
Some specialists might argue that keywords are no longer essential for SEO, but the truth is keyword are still crucial for understanding the intent behind the queries. The importance of keyword research has not changed. What has indeed changed is the way we conduct keyword research, and the way create content using groups of related keywords (topics, or themes) to satisfy the overall intent of your potential users.
Analyze your Google Analytics and Search Console accounts to identify content which drives more traffic. Also, identify what your competitors are ranking for and search for ways of optimizing your website for the same terms.
Focus on themes rather than keywords and try to produce compelling articles satisfying the intent behind all keywords around a specific theme. Ideally, content is organized in hubs, which could be described as sets of content (usually web pages) organized around a particular topic (usually a central page). It could be a category on a blog or a section of pages on a website. Content hubs are relevant to both web design and ongoing content marketing. As Neil Patel puts it, “a value-packed content hub is your best bet for creating a digital media magnet”.[….] “Your hub centralizes all that you publish to provide its visitors a more interactive and valuable experience”.
Using Meta Tags
Even if meta descriptions won’t always show up as the snippet on the SERPs, it is recommended to optimize them as if they will show up. A well-written meta description is a must as it may improve the click-through rate. To convince people to click, make sure you include the most important keyword at the beginning of the sentence and also add a compelling call to action.
Meta titles are also a major signal for search engines as to what the page is about. When writing the title tag, you should include the main keyword in the beginning and limit it to 60 characters.
Deciding Upon Content-Length
When deciding upon content length, the truth is there is no general rule. If you want to determine how long a piece of content should be, check out the pages that already rank for your target keyword and use them as a guide.
Prioritizing content above the fold, minimizing server response times and redirects, considering AMP and decreasing your website’s weight could be some winning speed optimization strategies in 2020.
For more ideas on website speed optimization, check out the video below in which John Mueller and Martin Splitt (Webmasters Trend Analyst at Google):
We all know that fresh, good quality content is more rapidly indexed and better ranked by Google than older, lower-quality content. When your content ranks well organically, this has a positive impact on brand awareness, increasing engagement with your business and turning users into customers. Therefore, SEO should be considered an essential part of the overall marketing process, and a correct content strategy should try to satisfy both user intent and search engine bots’ requirements.
Tyrrells Property Inspections was formed in 1983 by architect and builder Jerry Tyrrell and builder Peter Ellis. Our aim is to provide a reliable source of experienced, independent and well-qualified building consultants for accurate advice. With over 100k inspections, and ISO certification and a team of 30+ consultants is the leader of the building inspections industry in NSW. The challenge:
With a dated and not yet a mobile-friendly website, Tyrrells approached Pulse to improve its marketing performance. The market was saturated with low-end consultants charging very little for poor service.
What was our approach? Using video, written content and strong search engine campaign (both organic and paid traffic), we managed to achieve great organic and paid rankings for Tyrrells: We established the right trust signals and explained to the potential customers why Tyrrells was a different player in the market. We also redevelop the website with a mobile-first approach.
The campaign results for February 2020 are:
Users: Up by 29.84%
New users: up by 27.50%
Sessions: up by 50.57%
Bounce Rate: down by 27.65%
Pages/sessions:down by 10.26%
Average sessions duration. Up by 82.12% In this case, users were staying around 1:25 seconds at the website and now they are spending 2:40 seconds
Goal conversion rate: Up by 156.17%
Goal completions: up by 285.71%
Google.com.au ranking: 6th, May 2020 for the most important keyword: ”building inspections sydney” #1
The Coronavirus pandemic is reshaping society as we speak. The major world crisis we are facing has already changed the way we used to travel, buy, work or interact with the others. And, with no clear time-frame for getting back to “normal”, the only thing we can do is adapt to a “new normal“.
After more than one-quarter of the world’s population has been confined at home as an unprecedented measure to stop the spread of the disease, many economies are facing the biggest economic contraction on record.
The Australian Market
Since the beginning of the Coronavirus crisis, the Australian economy has been through the most significant changes in the last 100 years. The economic environment had never changed so rapidly before, which brought a lot of pressure on business owners and marketing specialists.
We are now forced to proactively review marketing campaigns and make constant adjustments to stay afloat. No-one knows where we will be in three months, so we have to be mentally prepared to respond to the changes in a continually fluctuating market quickly.
Carefully Analyze Data and Adapt to the New Situation
In these challenging times, business owners and marketing professionals need to understand how people’s needs, wants, expectations and buying habits have changed, to find the best marketing solutions that enable brands to survive and make the most of the crisis. New marketing and advertising strategies need to be taken into consideration to align with the current climate.
If you have been thinking about new ways of communicating with your targeted audience, now is the perfect time to act. Start that podcast, use that social media channel, start blogging, send those email newsletters; do whatever it takes to connect with your customers. You may also contact existing (or potential) customers on the phone, on Zoom, on FaceTime, Skype, or any other form of digital communication.
Video is no longer optional
If you have delayed using videos in your marketing campaigns, now you must do it. The amazing growth of Zoom marks a definite shift in people’s desire to consume video content.
Update Your Messages
However, in times like these, when promoting products and services, you want to be extremely careful to the tone of voice and your choice of words, as the public has become very sensitive to the way businesses are promoted. People are in a different mindset than a couple of months ago. This means marketing specialists need to show more empathy and offer clients useful content that helps them solve their issues, without shamelessly exploiting the crisis.
You can continue to make sales if you reinvent your marketing strategy, offering people solutions to their current situation, without inducing fear and without looking opportunistic.
Use Google trends to understand what people are searching for, what they are mainly interested in, what they are worried about and what you can do to help them. If you look around, you will notice that most businesses have already adapted to the situation. Companies with a robust online presence changed their promotional messages, and analog businesses became digitized overnight to avoid bankruptcy.
Offer Your Products/Services in a Safer/Contactless Way
If you haven’t done this already, it is time to get creative and find a way to offer your products/services to your public in a safer way. Many psychologists started to provide online consultations, most retail companies are delivering their offerings at home, restaurants are making home deliveries, and attorneys offer legal advice via Skype/Zoom meetings. Of course, this doesn’t work for all businesses, but if there is a way for you to get to your customers, you need to find it.
Analyze your content and further develop it
Your website is the backbone of your business, as it gives consumers a clear idea about your brand, its values, its story, actions and behaviours. All the services and products you sell are presented through your website. Now it is the best time to look at your company’s website, to detect its strength and its weaknesses, and see what improvements can be done to make sure it reflects who you are and what you offer to the public.
It’s time to create new content, to provide better quality images and double-check all internal links. Your online presence is essential for your business’ success; therefore, your website must look sharper than ever. You can publish new content more often. Right now, there’s a vast demand for informative, entertaining content that connects people and promotes wellness.
Blogging is one of the best ways to create search engine friendly content and keep your readers engaged and informed with your recent activity. Focus on educating your consumer to position your brand when people are searching for products/services within your industry.
Delay Product Launches
If you have been working on a new product/service that would have been well received before the crisis, you should most probably postpone the launch for a later date. Focusing on your clients’ new needs looks like a much better idea at this point.
Sales and Marketing Should Be Aligned
Always keep in mind that sales and marketing work together. This is even more important in times of crisis when your marketing decisions should be based on a thorough understanding of people’s needs, desires and interests.
Professional Development is a Must
A savvy marketer uses this time to achieve new skills which might help them get in front of the competition after the crisis. There are lots of training resources out there, depending on the guidance you are looking for.
What if you could try to meet like-minded business people who share the same type of clients. Maybe you have always wanted to do this, but you have all been busy. This is the right time to meet, exchange ideas and nurture relationships that might prove very helpful later on.
Think in the Long Term
Most businesses have lost a percentage of their customers. To make up for the loss, you could develop a few strategies to find new customers, also offering the remaining clients some benefits, such as gifts, flexible payment terms, putting contracts on hold etc. Lost clients can also be nurtured, engaging and informing them about your new offers. To find inspiration, check your direct competitors’ websites, social media accounts and campaigns to see how they cope with the current situation.
SEO is the key
You have probably noticed that the money invested in paid ads are no longer generating a good ROI. So, it is high time you switched to SEO for gaining new leads. Focus on all those technical changes that could bring positive results and get your SEO video strategy sorted out. Updating local business listings can also bring valuable traffic and leads, so make sure you optimize your GMB account. Also, it’s never been more critical to create new quality content. So, create a content calendar and stick to it.
Big Changes, Big Opportunities
As scary as the current situation may seem, there are always ways to improve so that you can come out of it more resilient and wiser. Let’s not forget those big businesses such as Dropbox, Airbnb, Slack, Uber or Stripe were founded during the global financial crisis of 2007-2008. These companies are living proof that major crisis also offers big opportunities for innovation.
What About Marketing Budgets?
Fearing the recession that will likely follow the global health crisis, some business owners are tempted to cut down on the marketing and advertising budgets. But that’s probably the worst thing you can do right now.
Marketing budget cuts should be done after a careful analysis of each channel to avoid cutting those ROI-positive channels that could ensure the success of the business. Analyze your Google, Facebook, Instagram, YouTube and Twitter accounts, and if you have some ROI-positive channels, it is time to invest in them to make even bigger profits.
When markets resume, companies who have known how to handle the situation and have smartly invested in marketing and sales will outperformtheir competition. If you have not gained your public’s attention now, it will be much harder to do this once the crisis is over.
So, don’t wait for your competitors to get stronger. Look for new opportunities, adjust to the current situation, show empathy and professionalism and help your consumers get past this tough situation easier by offering them valid solutions. Don’t give up. Your efforts will pay off.
Here is an excellent video of Seth Godin explaining How To Reach Your Audience:
Article Summary: Google search has undergone substantial changes since the rollout of Bert, the latest technology developed by Google’s AI team. For digital marketers, BERT is a real challenge because, even though we reached some conclusions upon certain important factors to pay attention when optimising websites, there is still a lot to discover and test.
From RankBrain to BERT: All You Need to Know About the Update
If you are a digital marketer, I am sure you are aware of the important changes brought to Google Search by the introduction of BERT, Google search’s biggest change since the introduction of RankBrain. BERT update started rolling out on October 24th 2019 and has shown an important impact on rankings for many English language queries.
For SEO specialists, BERT is a real challenge because, even though we reached some conclusions upon certain important factors to pay attention when optimising websites, there is still a lot to discover and test.
We know that, for a busy marketer, staying in touch with all the news in the field may be difficult. This is why, since we have already read a ton of material on Bert and NLP, we would like to share our most interesting findings with you.
What Is Bert Update and what is it used for?
We start by explaining what BERT stands for and how it functions. Bidirectional Encoder Representations from Transformers is Google’s neural network-based technique for natural language processing (NLP) pre-training. The AI-powered Google update was created and published in 2018 by Jacob Devlin and his colleagues from Google and is used to help machines better understand the nuance and context of words in search queries and better match the queries with useful results. In short, if Google used to process words one-by-one in order, thanks to the new technology, Google processes texts as a whole, understanding context and the searcher’s intent behind search queries.
How Does BERT function?
According to Search algorithm patent expert Bill Slawski (@bill_slawski of @GoFishDigital), this is how BERT functions:
“Bert is a natural language processing pre-training approach that can be used on a large body of the text. It handles tasks such as named entity recognition, part of speech tagging, and question-answering among other natural language processes. Bert helps Google understand natural language text from the Web.”
Bert vs Rank Brain.
When RankBrain was introduced by Google in 2015, it had the same purpose as Bert: to improve users’ search intent and deliver them more useful results. What RankBrain did is analyze both web content and users’ queries in order to understand the relationship between words and the context of the query. Actually, the Bert update is complementary to the RankBrain algorithm and it doesn’t replace it completely. Google may decide how to interpret a specific query and it may apply one technique or the other, or sometimes even a combination of the two.
Here are some examples of queries’ results before and after the algorithm change offered by Neil Patel:
We can clearly notice that the second result better matches the searcher’s intent. The result offered by Bert is more relevant in every example.
Why Is Bert Useful?
Applying BERT models to both rankings and featured snippets in search, Google is able to offer its users more useful information. When it comes to ranking results, BERT will help machines better understand one in 10 English language searches in the U.S. The algorithm will be extended to more languages and locales over time.
What is NLP (natural language processing)?
Natural language processing (NLP) is an AI-powered technology which helps computers understand human natural communication. The objective of NLP is to read, understand, and make sense of the human languages in a valuable way. Most NLP techniques rely on machine learning to derive meaning from human languages. NLP is not a new feature offered by search engines, but Bert represents a breakthrough in NLP due to the bidirectional training (instead of analyzing and training ordered sequence of words, Bert analyses and trains language models based on an entire set of words in a sentence or query).
To sum up, NLP is the process of analyzing a text, understanding the meaning of the words and establishing relationships between them, in order to interpret them more naturally.
Major components of NLP
The key to well-optimized content for NLP is a simple, clear sentence structure. To do a good SEO & content marketing job, you need to have a basic understanding of NLP’s core components:
Sentiment can be defined as the score of the sentiment (view or attitude) about entities in an article.
Named Entity Extraction: entities are generally people, places, and things (nouns). Entities can also include product names – generally, the words that trigger a Knowledge Graph.
Tokenization is the process of breaking a sentence in separate terms, while Parts-of-Speech Tagging classifies words by parts of speech.
Through lemmatization, Google can determine if words have different forms, and word dependency creates relationships between the words based on rules of grammar.
With the help of Subject Categorization, NLP classifies text into subject categories, like Arts & Entertainment, Adult, beauty, Law& Government etc.
How We Optimize Content After Bert
In October 2019, the famous Google search engine liaison Danny Sullivan claimed in a Tweet post that there is nothing to be done to better optimize content for Bert.
There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.
According to Neil Patel, Bert is “mainly impacting top-of-the-funnel keywords, which are informational keywords”. Many other SEOs noticed that long-tail expressions and conversational queries are mostly impacted by the update.
Therefore, if you want to maintain good rankings and also beat the competition, you should try to get very specific with your content. And, while many SEOs may advise clients to write super long content, the truth is algorithms mainly focus on content quality, and not quantity. Also, keyword density is not important anymore, because Google takes into consideration the context the keywords are used in, rather than the number of repetitions.
Using different tools like Buzzfeed, Buzzsumo, Quora or Reddit to find new topics for website/blog content is a great idea, but content should be super specific to be able to rank. For example, if you write an article on “The best way to lose weight without diet or exercise”, you should really focus on many alternative weight loss methods, without writing about any type of diet or exercise type.
Actually, the best way to optimize for Bert is to write good quality content for your targeted audience. By increasing your website’s relevance you also increase its chances of getting better rankings. In its press release from October 24th 2019, Google claimed this big change is “representing the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search.”
To rank better than the competition for a specific keyword, you don’t have to create a 5000-word blog post dealing with 100 different topics. It’s more useful to create a unique, detailed piece of content answering a searcher’s question and providing more value compared to the competition.
Another good search engine optimisation idea is trying to deal with secondary topics in your blog articles. If the initial target keyword is a broad, head term, you can treat many secondary topics. This way, you’ll naturally use additional expressions that improve salience. But if you optimize for a specific longtail keyphrase, you should stick to the main topic only.
The structure and formatting of the content are very important for ranking. To help the algorithm understand your content and consider it clear and useful to the users, make sure you use the following: headings, subtopics, HTML tags, ordered lists, inverted pyramid structure.
Targeting featured snippets, paying attention to content readability, focusing on thorough topic research, using checklists and Q&As may prove successful content marketing techniques in the Bert era.
Even if you lost some traffic due to the latest update, this is not necessarily a bad thing. Maybe the content you produced attracted fewer visits, but if the bounce rate decreased and the time on page has increased, this probably means that the users who checked your piece of content found exactly what they were looking for.
To sum up, in order to consider the new algorithm a threat, we should all focus on the opportunities that Bert offers us to create better, more complete, super-specific content to answer our targeted public’s questions.
In the next video, Search Engine Journal specialists thoroughly explain how Bert functions and what are the implications for marketers :
Also, find below an infographic explaining and summarising all BERT’s main characteristics.