Reality Blog: Proof of How BERT Can Increase Your Traffic

Laptop open to Google - Search Intent

Late last year, I wrote about the powers of Google’s BERT update and why it’s such a boon for web writers.

I speculated that we should create FAQs by answering a whole swathe of questions drawn from Google’s “People Also Ask” feature… and that by doing so, we’d increase our chances of appearing in Featured Snippets, or in the “People Also Ask” section of Google’s search.

I recently ran a test to prove my theory.

The Test: Established Champion vs. Up-and-Comer

I used two posts as samples.

One was a new article about sizing automotive cables, complete with a detailed FAQ section. It’s aimed at the DIYer who wants to add electrical accessories to their vehicle.

The second was a popular article about solar panels. It consistently ranks in our top five pages. I added a detailed FAQ section, saved as a draft then re-published it.

Now the second article already had lots of traffic… it had a head start over the first article.

All questions for both articles were taken directly from Google’s “People Also Ask” or Featured Snippets.

The Results: You CAN Take on Big Companies and Win

We’ll look at both in detail.

New Article

The new article (about auto wiring) is steadily gaining more impressions over time, while the CTR (click-through rate) has stabilized. So Google shows this article in its search results more frequently as time goes on.

Good news!

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Andrew Murray

Andrew Murray

Andrew has traded the daily grind for a life on the road. He loves the lure of Australia’s wide-open spaces, solitude and isolation. Andrew and his wife Peta are experienced remote travelers, living the simple life on the road. They travel, work and live in their 4x4 truck camper. Andrew plans to build his Money-Making Website Top Wire Traveller to the point where it provides a regular income... enough to sustain their lifestyle on the road.


  • I am a web copywriter in training and new to wealthy web-writer. I enjoyed your blog and envy your family lifestyle..:)
    I am originally from Barbados, and visited Sydney last year for the first time… and all I can say is , “what a wonderful country and lifestyle”.
    Can’t wait to get my copywriting business off the ground. I’ll be doing lots of writing from Sydney or Melbourne…
    Cheers, and all the very best in your endeavors.

    • Hi Emerson,

      Welcome to web writing, it’s an exciting journey!

      We’re certainly spoiled here in Australia. It’s a beautiful place, no doubt. All the best with your copywriting business and we might see you in Australia one day!.


  • I enjoyed the article. I would of enjoyed it more if I learned at the beginning what is “BERT”? It must be an acronym for something.

    • Hi Kim,
      Glad you enjoyed the article.

      The link right at the beginning of the post takes you to another post, where I explain BERT in detail. It’s an acronym for “Bi-directional Encoder Representations from Transformers”, a totally meaningless piece of corporate-speak!

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