To mark the shift of indexing entities, Google rolled out the algorithm. The BERT algorithm (Bidirectional Encoder Representations from Transformers) is a deep learning algorithm that is rooted with natural language processing to help search engines understand the nuances of languages and not merely deliver results based on keywords. Following the roll-out, Google immediately stated that there isn’t anything that a website can do to optimize for BERT, but if the content is conversational, answers a query online directly, and relatable, it will be picked up. To sum up, content has to be of quality, conversation and straight to the point.