Google’s algorithm has gotten much smarter over the years, thanks to the implementation of artificial intelligence. A recent example of this is their BERT algorithm update. BERT is an acronym for a series of words that would probably break your brain if you’re not knowledgeable in SEO. (Okay, okay it stands for Bidirectional Encoder Representations from Transformers, for all you overachievers!)

This update enables Google to understand the language more than humans do. Like earlier updates such as RankBrain, BERT explains why techniques such as keyword stuffing no longer work and will lower your search ranking. BERT is looking for niche, valuable content that is conversational in nature.