Google just announced it is in the process ofimplementing a majorchange to its core search algorithmthat could change results rankings for up to one in 10 queries.
Andthat determining how the algorithm works is still something of a mystery even to the most dedicated SEO professionals.
Reason enough to watch closely for any changesto your search rankingsand to spend more time analyzing keyword context,especially if you try to rank well for longer-tail keyword strings. And if your search traffic remains stable but conversion rates dip, that's obviously a sign at least portion of the traffic you receiveisn't interested in what you provide.
And since it's likely to be impossible to truly optimize for BERT, make sure you createcontent for people, not search engines.
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