Adapt100: In This Together

Adapt100 graphic over a dark background

We’re grateful. Despite the current climate, our clients are still operating. This allows our Adapt Studios team to remain working. For us, it’s getting used to the new normal as we continue our work from home. We feel we have a unique opportunity right now; we are in a position to help. So, we’ve started a little something we like to call Adapt100. 

Who We Are

We are brainstormers, creatives, analysts, and problem solvers. We look at the big picture and how it relates to individual businesses. As a full-service marketing studio, no stone is left unturned when we’re knee-deep in branding and marketing for our clients. 

What Is Adapt100?

Adapt100 is an initiative we’ve put into effect to help inform and guide 100 local Michigan businesses through these difficult times. Through an in-depth brand audit, we will create a strategy that will carry you across these strange times and beyond. 

Resilience is key. And, the Adapt’s unique brand audit was created to help you gain deeper insight into how effective all of your marketing efforts have been, what needs to be improved, and how you can adapt to these new times we’re facing. 

Using our auditing method, we will create a strategic roadmap that will help you identify your strengths, weaknesses, and opportunities. This will help to guide you forward so you can weather this storm. When we are done, you will have a step-by-step process. You’ll learn how to grow your brand recognition and gain a loyal following. Once you’re back to business-as-usual, you’ll be thriving. 

Why We Are Doing This

Things are tough all over for everyone. We worry about our local economy and those that this shutdown will impact. We couldn’t sit back and do nothing. Sure, we are a new company, but our team has over twenty years of combined marketing experience. We know our stuff, and we want to use our strengths to help you come through this tough time stronger than ever. 

What We Hope To Accomplish With Adapt100

We hope to help our fellow Michigan businesses survive. Armed with knowledge and tools, this will allow them to adapt and thrive throughout this pandemic and into the future. 

If you feel your business could use our help, please reach out to, and we will get back to you as soon as possible.

If you’re an agency that would like to partner with us, please email In the subject line, write “agency partnership opportunity.” 

We look forward to the privilege of helping you adapt and thrive. 

How To Use BERT, The New Google Algorithm, To Your Advantage

What is BERT

By now you may know about Google’s latest algorithm update. It’s the biggest once since RankBrain and it’s called BERT. BERT is a mouthful of an acronym standing for Bidirectional Encoder Representations from Transformers, and it’s a doozy. 

Digital marketers, particularly those that work with SEO in any capacity, are figuring out how to keep their client’s sites from losing page ranking. Because BERT has negatively impacted 1 in every 10 websites, it’s important to get a handle on best practices quickly. 

What is BERT?

Quite simply, Google has found a way to understand user intent. For example, if your search parameters included “for” and “and” BERT is able to understand the context of that entire string of words typed into the search bar. Prior to this algorithm update, only strong keywords were picked up so your search results may have included information not pertinent to your search.

It’s a big deal for users. And, it’s a big deal for marketers because we need to have a deeper insight into who our users are and what exactly they are looking for.

Dealing With Humans

Traffic is going to go up on some website pages, and others will plummet. To keep your ship afloat, so to speak, content is really going to be the captain of that ship. 

What that means to digital marketers is this: high-quality content on your web pages through your blog. Keyword stuffing is, even more, a thing of the past. Now it’s all about longtail keywords of 5 words or more. Natural language recognition, with natural speech patterns. 

Topics thoroughly covered in human speech is going to be even more imperative. Luckily, there are sites like Answer the Public that can help formulate posts based on questions users are asking on every single topic. Sure, you’re going to still pull keywords from your typical tools like Ahrefs, Moz, and the like. But now, it’s super important to make sure those words flow seamlessly into sentences without sounding SEO’ish. Otherwise, Google will penalize that page, and it will barely see any traffic. Without website traffic, businesses will suffer. 

Don’t Dump The Old Content For BERT

There’s no reason to unpublish old content, especially those that were heavy hitters prior to the algorithm update. When auditing website content, focus specifically on whether the content is well written, useful, compelling, and unique. 

There is absolutely no need to worry about keyword density moving forward, Google doesn’t care about that anymore. Now, it’s all about the words on the page and how well the information is explaining the topic. 

Word Length Sweet Spot

Right now, it doesn’t appear to look like Google is weighing heavily on the length of articles. Before, the keystroke sweet spot was somewhere close to 1,500 words or longer. Now, just compelling, well-written, informative content is key. Whether it’s 300 words or 3,000 words, as long as it’s a deep dive into that topic. The more specific and helpful the information is the better chance the article or web page has of doing well in search engine results (SERPs). 

Don’t Panic, This Is A Good Thing!

Having a great writer who is highly knowledgeable in SEO will help your company’s website and your clients. Excellent writing will rise to the top of the pile, narrowing the competition with all the junk that litters the high ranking search results. 

How humans interact with their computing devices is transforming, and Google is constantly evolving user intent and natural speech pattern recognition into their platforms. The role of the digital marketer has to understand the impact of the changing landscape in order to successfully keep content fresh and relevant to the desired user base.