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Q3 2020 in Review: SEO Industry Trends – Tyson Stockton // Searchmetrics

GUESTS & RESOURCES

Episode Overview:

Join host Ben as he concludes his Q3 2020 conversation with Searchmetrics’ Senior SEO Manager Kathy Brown and VP of Services Tyson Stockton about the SEO industry trends that emerged this quarter. One of the biggest developments throughout the year, and especially in Q3, is the evolution of Google’s BERT.

When it debuted last year, BERT was announced with an algorithm update and was integrated in the Google infrastructure and system. BERT initially only impacted 10% of queries, but almost a full year later it has analyzed the intent of almost every English query. The update significantly improved Google’s natural language learning processes, and better understands the nuances of English words used in all queries.

Google is using BERT context improvements to better highlight passages within articles. The indexation of passages is designed to improve the accuracy of long-tail keywords. The extension will continue to improve the accuracy of long-tail keywords to better surface faster answers for users.

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Tyson Stockton

Tyson Stockton

Tyson has over 10 years' experience in the digital marketing industry. As Director of Enterprise Services, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.

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