Have you ever done a vague search on Google and been surprised if a search engine still gave such accurate results?
You can thank RankBrain for that.
RankBrain started in 2015 and is now an important part of Google’s algorithm.
This article will help you specify what you should know about it and how you can optimize for it.
What is Google RankBrain?
RankBrain is part of Google’s algorithm, which uses machine learning and artificial intelligence to better understand the intent of a search query. This understanding helps users return the most relevant search results.
It was reintroduced in 2015 and was initially applied to only 15% of unreceived queries. If Google was more confident in that, they turned it into every search query.
Let’s explore how machine learning and artificial intelligence contribute to RankBrain.
Artificial intelligence helps computers to understand and behave like humans when given tasks such as decision-making, language translation, and visual perception.
Google has also announced that they will use what is called nervous matching, which is a system based on artificial intelligence that helps to understand how words relate to concepts.
Although RankBrain and neuron matching may differ, they work together to bring the best results for a search query.
Machine learning is essentially the ability of a machine to learn from the data obtained independently.
If you’re currently using a spam filter in your inbox, or if your Netflix account shows movie suggestions, these are examples of machine learning.
The combination of artificial intelligence and machine learning is what makes the RankBrain algorithm an effective part.
For example, if I were to search for a “terrifying hotel movie with a maze,” I would get results for The Shining.
Even without using results on a page with this exact term, RankBrain can assess current relevancy and provide the desired results.
Pretty cool, right?
How important is RankBrain?
Given that RankBrain is used in every Google search, this is quite important.
RankBrain is the first test of machine learning and paves the way for the future of search. By now applying best practices, you can ensure that your website is ready for the continuous improvements that machine learning will bring to search results over time.
At one time, Google claimed that this was the third most important ranking factor. Although we are not sure that this still applies to what we do to do It is known that RankBrain is still a big part of how Google delivers search results.
What does this mean for you?
This means you need to upgrade your content and SEO game. Here’s how to do it.
Optimization with RankBrain in mind
You cannot directly optimize for RankBrain.
But what about you saab do is optimize your content better, which will then improve the way RankBrain looks at your website.
RankBrain is focused on ranking the sites that best match user queries. So your job is to make sure you create content that meets those specific needs.
Here are some ways to better optimize your content for RankBrain.
1. Use natural language
When creating content, you want to write in a natural tone that you can also use when speaking.
When creating it, read your content aloud – does it sound like a person saying it? Is that talkative?
With this writing style, RankBrain can understand your content.
2. Search intent
Enter the keyword you want to rank for in the search results and review the top-ranked pages.
These pages are ranked because Google understands that this type of content searches based on search results.
3. Strengthen relevance
Once your keyword goal is clear, you’ll need to create content and optimize it for that purpose.
Think of each page as more than a “topic” than just a keyword, and make it as comprehensive as possible.
In the past, we may have written multiple posts on a single topic so we can optimize them for each specific keyword. But now the goal is to combine these posts into one post and rank multiple keywords and phrases.
When you create a post that includes all possible variations of a topic, you’ll end up placing more keywords – this will help make the page more authoritative.
Below is an example of a website with thousands of keywords ranking for these top two pages.
How do you create posts with thousands of keywords?
Be thorough about your topic.
For example, if your main topic is “how to train a puppy in a pot,” you should include content related to all aspects of puppy training. This may include:
- How long does it take to train a puppy
- How fast can the puppy be trained
- At what age can I train a puppy
- How to train a “5” month old puppy in a pot (divide it by age)
- The easiest way to train a puppy
All of these variations of terms and phrases create strong content that addresses all of the problems associated with puppy pot training. This in turn helps RankBrain by adding items of current importance!
4. Improve your clickthrough rate (CTR)
As RankBrain looks at how many clicks you get from search results, writing tags and meta descriptions for exceptional titles is critical.
Using emotions in your headline is one of the best ways to increase those clicks. You can also use numbers, parentheses, or parentheses to distinguish your title from others.
See what paid ads in your niche use as inspiration, and see the highest-ranking pages.
5. Quality over quantity
If you’ve been in SEO for as long as I do, you need to change the way you view your content and your keyword strategy.
The days for writing a single keyword around the post are over. In the past, you may have written a separate post about “getting more sales,” “increasing your sales,” or “increasing your monthly revenue” so you can optimize for those phrases.
Unfortunately, it no longer works with RankBrain.
Creating one post and maximizing the content around the term “more sales” should help RankBrain understand that it is related to those other terms.
For example, you’ll see “more sales” and “increase sales” search results below. You will notice how close the results of these conditions are.
This may not have happened before RankBrain.
RankBrain has made it useful to create long-form content that can be optimized for many phrases or terms.
6. Page time (waiting time)
When it delivers search results, RankBrain understands which results are good?
There are some indications that this requires UX signals and pages that are more related and place them higher. Measuring the time spent on a user’s page and whether pogo sticking occurs are two factors that are likely to be used.
To improve these UX signals, the following should be considered:
- Divide the text into small paragraphs so it’s easy to read
- Use titles to divide content into sections
- Create an engaging introductory section to get users interested in reading more
- Use pictures and videos
- Answer the questions at the beginning of the content
- Create content that answers any questions the user may have about this topic
That’s why it’s more important than ever to take the time to create great content that keeps users on the page. The longer they stay on your website, the better signals it sends to RankBrain.
7. Correct the old content
If your website has been around for a while, you may have old content optimized before RankBrain.
Additionally, you may have multiple relevant posts that can now be better used as one long-form post.
In this case, determine which post has the most traffic, links, and rankings, and set it as your primary post. Then merge the content of other posts into it and redirect 301 to those new “RankBrain-optimized” posts for those posts.
This is a great way to win quick leaderboards!
RankBrain is definitely a game changer for search. As a content creator or SEO specialist, it’s important to use the strategies above to improve your chances of ranking well with RankBrain.
One thing we know for sure is that RankBrain has been around for a while. Although it may evolve over time, the combination of artificial intelligence and machine learning remains. Learn how to customize your content to take full advantage of SERPs.