What Is RankBrain?
RankBrain is a machine learning algorithm that Google uses to understand the relationship between a word and the context in which it is used. It helps determine the intent of a search query and delivers more relevant search results in return.
Google introduced RankBrain on October 26, 2015. Before RankBrain, Google found it challenging to understand ambiguous and unfamiliar search queries. For example, Google may find it difficult to understand a search query like “What’s the title of the consumer at the highest level of a food chain.”
However, with RankBrain, Google would understand that the word “food chain” is often used when talking about animals and not humans. So, it will deduce that you are searching for the name of the creature at the highest level of the animal food chain.
In that case, Google will display something like “tertiary consumers” or “apex predators”, as shown below.
In this article, we’ll cover:
Is RankBrain a Ranking Factor?
RankBrain is a major ranking factor. It is one of the top signals Google uses to determine which pages appear in its search results.
Unlike traditional ranking factors like backlinks, mobile-friendliness, and usage of HTTPS, which are static, RankBrain is dynamic and learns over time. This allows it to improve its ability to deliver more accurate results to visitors.
How RankBrain Works
When a user enters a search term into Google, RankBrain analyzes the words and phrases in the query to interpret their intento di ricerca. It compares the query to known patterns and contexts, mapping it to relevant topics or entities to generate the most useful results.
However, RankBrain does not stop at just analyzing the search query alone. Google’s systems also consider how users interact with the results. So, it analyzes user experience signals like bounce rate, dwell time, click through rates, e pogo-sticking, and uses them to refine the results page.
Importance of RankBrain
RankBrain marked a major shift in how Google processes search queries. Prior to RankBrain, Google relied heavily on matching the parole chiave in a search term with those in the content it displays on its search results pages.
While this worked for most searches, it failed to deliver relevant results for ambiguous, complex, and uncommon search terms. It also did not take the visitor’s search intent into account. So, the content did not necessarily satisfy the search intent, even if it contained the relevant keywords.
RankBrain changed this as it uses machine learning to understand the query for context and intent. This makes it helpful for understanding synonyms, idioms, and even queries that contain grammatical errors.
For example, when someone searches for “why math is a piece of cake,” RankBrain understands that the query is likely about why math is considered easy, and not about baking.
This allows RankBrain to deliver more relevant results to searchers, even for uncommon and complex queries that Google has not seen before. In addition to helping search engines understand a visitor’s query, RankBrain also helps evaluate results based on how users interact with them.
This means content that genuinely helps users is more likely to rank higher on Google results pages, even if it does not use exact-match keywords. Overall, RankBrain has pushed bloggers to create high-quality content that is helpful to visitors.
How to Optimize Content for RankBrain
You can optimize for RankBrain by following on-page SEO optimization techniques. You should also improve your technical SEO so that your content is accessible to your visitors and search engines. However, you should also follow the RankBrain best practices below while optimizing your content.
1 Use Natural and Conversational Language
Write your content in a tone that mimics the way people naturally speak and search. Such content sounds conversational and is not overtly optimized for keywords. It also improves readability and flows well with your audience, making your content more engaging and relatable.
Natural and conversational content is also easier on RankBrain as it will contain words and phrases that RankBrain expects to find in such content. You should naturally include such words in your content if you are writing in a conversational tone. This improves the chances of such content ranking on search results pages.
2 Focus on Optimizing for the Search Intent
RankBrain looks beyond just keywords and wants to match visitors to content that matches their search intent. So, make sure to focus on your search intent rather than just keywords.
In other words, aim to understand what your visitors are searching for, why they are searching for it, and the sort of content they expect to find. Understand where they are in the buyer’s journey, and whether the content they want is informational, navigational, commerciale, or transactional.
Once done, make sure to create content that satisfies that need. This ensures your site ranks well on a RankBrain-powered search engine results page.
3 Use Keyword Clustering
Keyword clustering is an SEO technique that involves grouping related keywords with similar search intent into a single piece of content. This allows one piece of content to rank for multiple keywords. It also increases the chances of the content going in-depth into the topic.
Such content is also more likely to address the search intent, which RankBrain looks for and rewards. This increases the chances of such content appearing on search results pages, compared to one that is optimised for one or a few keywords.
4 Optimize Your Site for User Experience
RankBrain considers how visitors interact with the pages it displays on search results pages. This means it favors sites that provide a great user experience over those that do not.
Ensure to improve your user experience metrics and signals, including your site navigation, mobile responsiveness, and page load speed.
Use HTTPS and ensure your content is always accessible and not obstructed by ads. You should also use clear header tags, bullet points, short paragraphs, and relevant media to make your content scannable and digestible.