In October 2019, Google announced they would start applying [[BERT (language model)|BERT]] models for English language search queries in the US. Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing, but this time in order to better understand the search queries of their users.<ref>{{Cite web|title=Understanding searches better than ever before|url=https://blog.google/products/search/search-language-understanding-bert/|date=2019-10-25|website=Google|language=en|access-date=2020-05-12|archive-date=January 27, 2021|archive-url=https://web.archive.org/web/20210127042834/https://www.blog.google/products/search/search-language-understanding-bert/|url-status=live}}</ref> In terms of search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the [[Search engine results page|Search Engine Results Page]].
=== '''Search Everywhere Optimization (SEO or SEvO)''' ===
Search Everywhere Optimization (SEO or SEvO) is an advanced SEO strategy that transcends traditional search engines like Google, aiming to enhance content visibility across diverse digital platforms, including AI systems, social media, video sites, and [[voice search]] technologies. This approach emphasizes understanding [[user intent]], personalizing content, and establishing brand authority across multiple channels. The emergence of Search Everywhere Optimization reflects the evolving digital landscape, where platforms such as [[YouTube]], [[Amazon (company)|Amazon]], and [[voice assistants]] have become significant search [[Touchpoint|touchpoints]], necessitating a broader SEO strategy.<ref>{{Cite web |last=Fishkin |first=Rand |date=2024-03-11 |title=Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro |url=https://sparktoro.com/blog/who-sends-traffic-on-the-web-and-how-much-new-research-from-datos-sparktoro/ |access-date=2025-03-07 |website=SparkToro |language=en-US}}</ref><ref>{{Cite web |title=Gartner Predicts Search Engine Volume Will Drop 25% by 2026, Due to AI Chatbots and Other Virtual Agents |url=https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents |access-date=2025-03-07 |website=Gartner |language=en}}</ref> Additionally, the rise of [[AI-generated]] content has prompted discussions about authenticity and trustworthiness in search results, highlighting the need for SEO strategies that prioritize genuine human voices and high-quality content.<ref>{{Cite web |last=Goodwin |first=Danny |date=2024-06-10 |title=Google to struggling sites: Focus on your audience, content quality |url=https://searchengineland.com/google-focus-audience-content-quality-443093 |access-date=2025-03-07 |website=Search Engine Land |language=en}}</ref>
