When Google first set BERT loose on its search engine a year ago, they said it
would affect one in 10 search results
[https://blog.google/products/search/search-language-understanding-bert/]. That
means roughly 120 billion search engine results pages (SERPs) were reshuffled
due to BERT in the last 12 months.

Despite the effect on so many search results, Google originally said there was
nothing SEOs needed to do to optimize for BERT.

In case you missed it, the Bidirectional Encoder Representati