Changes to Google Search Lead to Improvements in Language Understanding

Changes to Google Search Lead to Improvements in Language Understanding

Posted on Tuesday, October 27th, 2020 at 9:12 pm    

Google made another round of announcements a few days ago and it looks like their latest algorithm, which includes updates to BERT, is getting even better at understanding natural language. These improvements to search mean that the quality of your written content is going to be even more important.

Let your McAllen digital marketing experts at Cobalt Digital breakdown exactly what Google announced and how this can potentially affect your website and marketing efforts.

Quick Overview of BERT

Google’s BERT, or Bidirectional Encoder Representations from Transformers, is a neural network-based system for natural language processes. The purpose of BERT is to help the search engine better understand the nuances of language and context so that results are better aligned with queries. Ultimately, the goal is for BERT is to understand the complexities and subtleties of language just like a human would.

When BERT was launched a year ago, it was only being used on one out of every ten English searches. In its recent announcement, Google said that BERT is now being used on nearly every English query. This should improve the quality of results for searches.

The Beauty of Language


One of Google’s most interesting announcements is that its new spelling algorithm will improve the search engine’s ability to decipher misspellings. With one in every 10 queries misspelled, this update will definitely prove to be beneficial for Google users.

This isn’t a service level improvement either. Google stated that “this single change makes a greater improvement to spelling than all of our improvements over the last five years.” Now that’s a big difference in “did you mean” tech.


Another reason to make sure the quality of content and information you’re providing on your website is up to par, Google is now able to index passages on a page, not just the overall page. This update to their algorithm will impact 7% of search results.

As Google puts it, “By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information [users are] looking for.”


Context is so important in search and being able to obtain a greater diversity of results can meaningfully improve the experience of a user. That’s why Google has applied neural nets to delve deeper into the subtopics around a given topic.

As Google explains it, “If you search for ‘home exercise equipment,’ we can now understand relevant subtopics, such as budget equipment … and show a wider range of content for you on the search results page.”

While this component isn’t yet activated, Google claimed that they’ll start rolling this out by the end of this year.

More Than Just Language

Furthering the reach of their AI, Google is improving their ability to understand deep semantics of videos so that viewers can quickly find key moments. The search engine giant will be using this tech to tag important moments in a video so that they can be navigated like chapters in a book.

It’s expected that 10 percent of searches on Google will use this new tech by the end of the year. But as can be seen with BERT, this update can have profound effects within a year.

Another extremely interesting component that’s going to likely play an even bigger role in the months to come is Google Maps popular time algorithm. With the pandemic changing the world of business so much, Google has decided to make its network more reliable by providing up-to-date information on businesses. For instance, soon Google users will be able to see exactly how busy a business is, popular hours, and what safety requirements and protocols they may have in place to protect clients against COVID-19.

This means that you’ll want to make sure your information is updated and accurate on your Google business profile. By being on top of this component on the backend, you’ll be able to provide your customers (and potential customers) with the information they need to visit you at a time that best fits their expectations.

The Value of Copy & Content

Google knows the power of language, so it’s in your best interest to make sure that your copy and content is up to par. By delivering valuable, informative, and quality content – such as blogs, articles, and general website content – you’ll be able to meet the needs and answer the questions of your audience.

Of course, this is always easier said than done.

Luckily, the team at Cobalt Digital Marketing has just the thing to support you.

With our Cobalt Formula™, you can get the expertise of our exceptional Cobalt content creators who know how to write engaging copy and deliver valuable content. Not only can our team help to deliver outstanding website copy that will ensure you meet the parameters of Google’s updated algorithm, but we know how to create fantastic blogs, articles, landing pages, and white papers, while ALSO getting you found on Google.

With content catalysts, SEO experts, and Google-certified analytics partners, we’ll make sure you get found.


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How to Perfect Your Marketing Strategy in the Age of Streaming Services

Posted on Friday, October 9th, 2020 at 1:43 am    

The COVID-19 pandemic has changed a lot of things about our daily and social lives.

The shift in staying away from large social gatherings and remaining socially distant has forced many people, and industries, to adjust. One of the most glaring examples is how consumers have changed the mediums through which they view TV. While some forms of media have excelled in this new environment, the traditional TV industry has not been one of them.

It’s not that people don’t watch television anymore, it’s just that the manner in how they consume it has shifted. Cable, satellite, and telecom TV providers have already lost plenty of clients and are poised to lose even more subscribers in the upcoming years.

So what does all this mean for your marketing strategy?

It means you should be prepared to shift your strategy and adapt to today’s (and tomorrow’s) platforms that will not only be more beneficial than your traditional television platforms, but better targeted to the audiences that you need to reach.

However, before we discuss how to build an effective marketing campaign for your business. Let’s delve into the analytics of cord-cutting.

Cord-Cutting Data

According to, by the end of the year, the historic shift in cable cord-cutting will result in:

  • 31.2 million U.S. households will have “cut their cable TV cord” in aggregate.
  • 6.6 million households will cancel their pay-TV subscriptions.
  • By 2024, more than one-third of U.S. households will have cut the pay-TV cord.

The Streaming Shift Trend

In 2019, Forbes reported that more Americans were already paying more for streaming services than cable. Among the rising trends in their report was data that showed that 69 percent of consumers pay for an internet streaming service video, while only 65 percent of consumers pay for enhanced traditional TV subscriptions.

These numbers highlight a significant increase from the 10 percent of consumers who subscribed to streaming services in 2009.

Developing a Winning Strategy

Now that we have gotten the gist of how streaming platforms have become the future of how people consume television, it’s vital to consider what marketing and content strategies will work best to help your business excel in this changing environment.

While ads on traditional TV and cable networks are prevalent today, streaming services have also begun to support digital ads. From Hulu to YouTube and everywhere in between, companies are now using these platforms to showcase their goods and services.

So how can your business begin to take advantage of this new streaming frontier? Consider these tips brought to you by the digital marketing experts at Cobalt Digital Marketing:

  • Create original, exclusive content that consumers won’t find anywhere else.
  • Be versatile enough to sell a wide range of products to your customers. It’s easier to retain old customers than acquire new ones, so with that in mind, cross-selling your business products or information is important.
  • Appeal to different segments of your customer base. If the data shows that specific customer demographics are drawn to and purchase particular products more frequently, then you can begin to create content and ads that appeal to that segment. You can then create other content to reach your other target groups.
  • Stay true to your vision statement. In a world full of copycats, nothing works quite as well as originality and being transparent.
  • Outhustle your competition. If your competition isn’t making content campaigns for streaming services, now is the chance to get a leg up on them before they do. Create brand awareness, visits to your website, social media, and pay-per-click ads on your dynamic inventory by embracing the streaming medium before they do.

Aligning yourself with a digital marketing agency that knows how to build skip-stopping video streaming content can be a wise investment for your company. Working closely with the right digital marketing team to formulate a complete and quality strategy that will allow your business to take full advantage of these new streaming mediums is the way to go.

Are you ready to take advantage of streaming platforms by enhancing your digital ad opportunities? The experts at Cobalt Digital Marketing have developed the Cobalt Formula™ to maximize your customer demographics and give you a great return on your marketing investment.


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