RankBrain is a portion of Google's core algorithm which uses machine learning and artificial intelligence to help sieve through millions of search results. RankBrain was announced in late-2015, and this algorithm has become an integral part of how Google determines the most useful and relevant results to search engine queries.
The concept of machine learning is not new, Expert Systems defines Machine learning as an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed.
Machine learning focuses on the development of computer programs that can access data and use it learn for themselves. The most important aim is to give computers the power to learn automatically without human intervention and adjust actions accordingly.
According to the interview a Google executive had with Bloomberg, he revealed that RankBrain is the third most important ranking signal part of Hummingbird (Google' search engine algorithm), only behind content and backlinks. RankBrain knows what someone is searching for and has the ability to put forward different interpretations of precise information.
How Does RankBrain Work?
In the past, pre-RankBrain, Google utilized its basic algorithm to determine which results to show for a given query, in those times, Google Search Results were pulled manually by engineers based on some criteria they understood were useful (i.e. CTR, dwell-time or load speed) and when a user made a search query, Google would use the same algorithm for every type of query to decide what results to show.
On the other hand, ever since the development of RankBrain in 2015, Google is now giving the power to an AI tweak its results autonomously, on the fly. When you make a query it first gets interpreted through RankBrain, which looks at traces within the words of the query and determines the query's intent. This will help Google better understand what type of content it should answer with. Then Google makes use of the analysis of your query to determine which ranking signals are most suitable for serving your results.
While there are several articles on the internet on "RankBrain optimization" and "RankBrain SEO", most of them are based on speculation and assumptions. The truth is that RankBrain does not know which criteria are relevant for a particular keyword. Hence, RankBrain learns by means of experiments by adjusting various SEO metrics until it finds the particular one that leads to the highest customer satisfaction (which could be click-through rate, for instance).
RankBrain is the newest algorithm catchphrase, so Search Engine Optimization (SEO) experts are just taking advantage of the buzzword for optimization so that they can have that edge ahead. Google is now far cleverer to reading user intent and generating results that meet a user's needs, If you win your SEO game, Google will reward you with a higher ranking. It's time we help you understand RankBrain to soar your rankings.
How to Beat RankBrain for Your SEO?
Many have been asking for ways to beat Google RankBrain. The truth is that it is difficult to optimize RankBrain. At least according to Google, RankBrain is too dynamic to comprehend, however, you can still boost your website to the top results by respecting certain guidelines.
Publish Original Content
Artificial Intelligence these days are getting smarter, so is RankBrain, hence original content is very important, and in fact, it is important more than ever. To rank high, a website is required to have on display stimulating copywriting, fresh content, and useful information written for targeted users.
To achieve this, you have to know what users want from the internet. Relevant content that is fresh and easily accessible. When you treat RankBrain as an intelligent being, only then will you be able to make your website give the finest answer for a specific search, by doing this RankBrain will reward you by pushing you to the top of the list. So it is important to understand what user want from you and what keywords and sentences they are Googling to find what you offer.
Write Powerful Title
The undeniable factor is making your content stand out, you can achieve this by striking powerful first impression with your title. Do not underestimate the power of a wonderful title. One tip we can give you is by writing emotional titles. There's no doubt about it, expressive and emotional titles get more hits because there is a clear link between highly emotional headlines and social shares. This is something writers have known for years.
For example, here's a common SEO-optimized title tag; How to Be More Productive and Get More Done. This is not bad at all, however, it is bland and lacks emotional stuff that can make people want to click it right away. You should know that it does not always make sense to create highly-emotional titles. You may sound ridiculous and full of exaggerations. But whenever you can, you should.
Another important factor to take note is the placement of keywords throughout your site. This is possibly one of the most important SEO tactics. It's beneficial to consider how someone would search for information on the specific service or product you are offering, as the keywords they use are likely to be the keywords you want to be using. Google can track whether users are being satisfied with the search results it serves. If searchers visit your site and stay for a decent length of time to consume your content, then Google records that they are engaged.
In conclusion, it may be challenging to beat RankBrain, but that doesn't mean it's impossible. If there's one thing top SEO experts agree on, it's that RankBrain is making Google smarter and smarter every day. If you think the RankBrain has plunged your company's organic search rankings, start by reviewing the content itself. Is it helpful and engaging? Is it targeting a topic, rather than one specific keyword? If so, take a look at which pages are ranking well, and see if you can decide which factors RankBrain is prioritizing.