In late October 2019, a major shift happened with the way that Google comprehends search phrases known as the BERT Update. Google is constantly making updates, to the point that Google's Gary Illyes tweeted that they make 3 updates a day on average. Most of the time, these are small, unnoticeable changes, but every once in awhile there's a major shift that drastically shakes up the search results like new ways pages are crawled or new innovations like the featured snippet. BERT is one of these big updates.
BERT stands for Bidirectional Encoder Representations from Transformers--which sounds like they really wanted a specific acronym--an algorithm designed to better-understand search terms. With the new update, approximately 1 in 10 searches will be affected, and search engine results pages will have massive changes. This means that some pages that were ranking well are likely to fall, while others rise. Is there anything you can do to make sure your site is helped instead of hurt by BERT?