Conventional SEO wisdom says to not only scatter keywords across your website, but to also match them as closely as possible to what the user is actually searching for.
These are called “exact match keywords” and they appear to be losing relevance, thanks to “BERT”.
BERT stands for Bidiretional Encoder Representations from Transformers; Google’s update to help computers comprehend language more like humans do.
It analyzes what someone types into the search bar and tries to connect it with relevant content. And it’s doing a much better job of it, meaning you may no longer need to stuff your articles with exact match keywords, but instead focus on great content.