Google RankBrain: What every digital marketer needs to know

Updated on: 23 June 2017

Google RankBrain is perhaps the greatest invention/best algorithm so far by any search engine. The RankBrain is a unique artificial intelligence signal targeted at improving search results on Google. Though Google uses a lot of components in its algorithm, RankBrain stands out as a small part that stands for something very big. In this post, we explore the operations of RankBrain and what every SEO consultant needs to know.

RankBrain uses artificial intelligence

Over the last decade, Google has narrowed down its focus to ensure that it satisfies user experience at all cost. The RankBrain consolidates information on user’s intent and determining the level of satisfaction on Google. By including RankBrain, Google can easily tell what clients want and deliver it in search results. Therefore, it is no longer about stuffing keywords to get top ranking. Rather, it is delivering the right content, answering clients’ questions, and winning a better engagement.

The algorithm is the initial focus that could surpass even experts

While other signals simply discover what marketers have posted on the website, RankBrain goes a step further. As clients keep searching for content, RankBrain learns progressively so that it can deliver more every time clients come searching. By evolving over time, RankBrain has demonstrated that it could surpass even experts. When RankBrain was compared to human experts, it guessed correct answers with a margin of 10%.

Experts in SEO and online marketing agree that RankBrain demands generation of top notch content. It is the deathbed of black hat SEO. The focus must shift to comprehensive market research to understand the target clients and delivering highest possible quality in every marketing platform.

RankBrain is used to process all new searches in Google

One of the main reasons for developing RankBrain is helping the Webmaster to process about 15% of daily queries. In particular, RankBrain handles all new content (discovery) in Google which is approximately 450 million queries every day. For your site’s content to be discovered it is important to break the ceiling and focus on what has not been done to get the attention of RankBrain. For example, a site on fitness will get a lot of attention and even win higher ranking if it has new and workable weight loss content.

RankBrain shifts the focus from searching strings to finding things

Before RankBrain was introduced, Google largely relied on its Hummingbird algorithm to process organic queries. Now, this focus has shifted to semantic searches to increase accuracy. Talk of drifting from searching strings to finding things.

When a client enters a search query, RankBrain does not simply apply the mathematical equation to generate the anticipated result. The queries are looked at from a broad perspective to drive better satisfaction, connection, and long term loyalty between Google and users. Google wants to make it feel like you are talking to it when making every inquiry. In fact, you can take this experience get deeper by researching and structuring content to make it easier for Google to understand and deliver to clients. Think of implementing schema markup.

As an evolving algorithm, Google has demonstrated that it is willing to move even further to deliver better UX. It is advisable to take Google RankBrain as a pointer to where the search engines are headed. One example is the Voice Search that uses artificial intelligence to answer logical search questions.

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