Basically, this is what you should do when optimizing

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This google update is making the algorithm a natural language expert. It is now capable of understanding content in a very similar way to a human being. This means that you should no longer write texts for robots or insist on repeating keywords. This no longer works, because google doesn't count the volume of keywords, but rather the general context of the content.

Do you know what works, then? Write content for people! your architect data pages for bert. Worry about creating content that is good to read, that resolves people's doubts and that provides relevant, up-to-date and reliable information. To do this, it is important to understand what your persona needs and how you will help them.

Studies by think with google point to some trends in the search bar, such as that searches are turning into conversations. Searches like “can I use paypal on amazon” or “what laptop should I buy” are on the rise. Think with google searchin addition, the search engine is also becoming a personal advisor. “best car insurance for me” or “best restaurant near me” are search terms that show users' intention to meet their personal needs.