A phrase match or broad match keyword that is identical to a query is now always preferred as long as it is eligible to match, Google announced on Thursday. In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords. And, Google has also revealed that BERT’s language understanding capabilities are now being used to understand the intent of queries and match them to keywords.
BERT for keyword matching. “Since 2019, our research team has made significant improvements in how we interpret language, queries, and search intentㅡand your keywords now use this same technology to connect you with more people that are searching for what you have to offer,” Google said, referring to BERT, a neural network-based technique for natural language processing pre-training that Google uses to better discern the context of words in search queries.
While not necessarily specific to keyword matching, the improvements in language understanding that BERT enables helps Google understand the intent behind queries and match them to keywords.
BERT technology can be especially useful for broad match keywords. “For example, a highly specific query like ‘1995 5 speed transmission seal input shaft’ is now able to match with the broad match keyword auto parts because we can tell they’re related, even though none of the words in the query and in the keyword actually...
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