Google is adopting latest technologies in its algorithm to evaluate content relevant to search queries and rank the websites accordingly. Recently, Google has incorporated an AI tool named RankBrain that ranks websites based on search results. Let us know the Rankbrain meaning, how Google RankBrain helps SEO, and what marketers need to learn from this new RankBrain algorithm.
Since the launch of RankBrain in 2015, it has helped Google return results for search queries without any previous record of searches. Before RankBrain, Google provided search results without understanding synonyms and symbolic meanings. Both the quality and quantity of search results provided by Google were limited.
When humans made queries in natural language, Google’s ability to interpret the true intent of search queries was limited. This led to the RankBrain algorithm revolutionizing the search engine capabilities to provide accurate results to search questions.
What is RankBrain Algorithm?
RankBrain is a part of the Google Algorithm that uses artificial intelligence and machine learning to understand the search intent and determine the most relevant results to search engine queries. For those new to SEO, RankBrain refers to the technology Google uses to rank search results. Before RankBrain, Google used its basic algorithm to determine what results to deliver for a particular query. After the introduction of RankBrain, each question undergoes an interpretation model where factors like the user’s location, personalization, and the query’s words are evaluated to determine the user’s true intent. By understanding the true purpose of search results, Google can deliver highly relevant results for its users.
What is the need for RankBrain?
With the increasing use of mobile devices, voice searches, and long-tail keywords, the previous methods of generating search results are inefficient. There is a need for a powerful tool that can help Google understand the intent of complex queries and recommend relevant results. RankBrain is a tool that uses artificial intelligence and machine learning to understand and interpret the relationship between words and concepts.
Google RankBrain update has machine learning capabilities that use Google to input data from various sources. The algorithm processes the data and teaches itself how to organize the search engine rankings based on the calculations over time. What makes RankBrain algorithm unique from other Google algorithms is its ability to learn how to answer more complex queries.
When a user enters questions with ambiguous keywords that no one has ever searched for before, how to provide relevant search results? The only solution is to feed Google with as much information about a page as possible. This is what RankBrain exactly does.
How does it work?
The tool was developed to help Google process nearly 15% of queries entered daily that the search engine has never seen before. There is a misconception about RankBrain that it only improves how Google handles long-tail keywords. However, RankBrain is found to affect all the search queries along with long-tail keywords. Google’s RankBrain algorithm performs two main jobs:
1. Understanding the Search Queries
RankBrain Algorithm is smart enough to understand the synonyms and related phrases of the searched input. Even if the users are not specific with the search query, Google will automatically interpret it and delivers the most relevant results. Additionally, the algorithm’s update measures the user’s interaction with the search results and ranks the websites accordingly.
2. Evaluating User Satisfaction
RankBrain evaluates how people interact with search results in terms of how long people stay on a page and how often they return to google to search for a specific query. It uses this data to identify search results most relevant to the queries. Some factors that the Rankbrain algorithm considers include
- Title of the article and the web page meta description.
- Content relevance and the number of links existing to the web page.
- Authority and location of the website.
Understand the Impact of RankBrain on Search results
The ultimate purpose of RankBrain in SEO is to enhance the user experience. The new algorithm is more intelligent than previous versions by learning the user behavior and delivering accurate search results recommendations.
- It enhances user satisfaction by offering them accurate search results without browsing through many pages. The first three results will be popular and most frequently used. If you can rank your website on the first page of Google, you can attract the majority of traffic to your website.
- Top search results on the search engines mean greater relevance to the search intent. Thus, the websites with irrelevant results will lose ranks and settle at the search engine’s bottom.
- RankBrain collects words or phrases that may become viral on the internet. It helps website owners who have content with unconventional topics or words. RankBrain identifies those words instantly and delivers relevant results to the users.
- You don’t have to depend upon long-tail keywords for accurate search results. RankBrain may make search results more innovative and user-friendly.
How to Optimize Content for RankBrain?
RankBrain is a result of the first-time integration of machine learning and will pave the path for future searches. By incorporating best practices, you can ensure that your website is prepared for any improvements and updates the machine learning will bring to the searches over time. Follow the instructions to rank your content higher:
1. Create easy-to-read content
The goal is to make the RankBrain algorithm understand your content. Create high-quality content that explores topics in-depth and answers customer queries. Use short paragraphs, bullet points, and crisp sentences to help the algorithm read and understand your content.
2. Schema Markup for Better Brand Visibility
Include schema markup to let the algorithm easily understand your content. Though it may not impact ranking, it will help when Google integrates more AI into its algorithms.
3. Improve the relevancy
Your website may contain multiple blog posts optimized for a specific keyword. Your next step is to combine all the posts on the same topic into a single long post and rank for multiple keywords and phrases. Covering all the possible topic variations will help your website rank for more keywords and thus make your page more authoritative.
4. Monitor Progress
Monitor your website traffic and conversion rates to check for improvement areas and know where your efforts are succeeding and where you are lagging.
RankBrain will stay here soon and may evolve multifold incorporating artificial intelligence and machine learning. Hope this article helped you understand the impact of RankBrain on search results. Follow SEO Board for more such informational and latest digital marketing topics. Thanks for reading!