Google RankBrain – What you need to know for your SEO

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All About Google RankBrain

In late 2015 Google announced that it was going to begin using a machine learning artificial intelligence system that is effectively referred to as “RankBrain.” This artificial intelligence system was going to be utilized in order to assist in sorting through it’s search results. In this article, we will be going over some more information about Google RankBrain and how it will affect SEO.

What Is RankBrain?

RankBrain is an artificial intelligence system that is essentially being applied to and used with Google’s current algorithms. This particular intelligence system is being used in conjunction with their current algorithms in order to effectively provide relevant results for their users. This particular artificial intelligence system will actually utilize mathematical processes and even an advanced understanding of language semantics in order to effectively and gradually learn exactly why people search and how they actually search. Then they will go ahead and apply the results to enhance future search result accuracy. Therefore, it completely shifts the way that Google’s search engine has been performing up until now.  Previously, it would be pre-programmed in order to respond a certain way. Now, it can update itself over time and gradually change based on user behavior and feedback.

Things RankBrain Is Not:

  1. An Algorithm Update.

A lot of people make the wrong assumption that RankBrain is an algorithm update. It should not be thought of in the same way that you would think about Google’s actual algorithm updates of the past like Penguin, Panda, or even Hummingbird. RankBrain in itself is not an algorithm update. It is effectively a tool that the search engine algorithm utilizes and works in conjunction with in order to produce much more accurate and meaningful results.

  1. New Type of Search.

This particular artificial intelligence system that Google is utilizing is not a new type of search and it is not something that is going to be distinguishable to the user. They will simply get better search results over time as a result of it.

What Signals Does Google Use For It’s Rankings?

Signals are the things that Google actually utilizes for it’s rankings. It is what Google uses in order to help determine exactly how to rank various Web pages. For instance, it will effectively read the words that are located on a specific Web page. Therefore, words are effectively a signal. If some of the words happen to be in bold, it will likely be another signal that works towards the overall ranking. The overall calculations that are utilized as a part of PageRank end up providing an overall score that is also used as a signal. Another signal example would be whether or not the page is optimized for mobile since Google is keen on providing their mobile users with a fluid and optimized experience. All of these various signals get processed by different parts within the overall algorithm known as Hummingbird.

Google has actually spoken about having over 200 major ranking signals that are utilized in the algorithm. With that being said, it is very likely that each of these have up to around 10,000 variations of the signals and/or sub-signals that also are utilized in the algorithm.

Why Is RankBrain So Important?

Google has come out and said that RankBrain is the 3rd most important factor that is used for ranking Web pages. While it is just one of the hundreds of signals that is used for ranking a Web page, it has quickly become the 3rd most important in determining the overall rankings which makes it a very big deal.

Did you pick up a few keywords for your on-page SEO needs?  We can help optimize your website to send more signals Google can pick up.  If you have not updated your website to become mobile-friendly, now is the time.  Just contact us today or better yet fill out Discovery Form and let us know how we can help you.

2 replies
  1. Nikolay Stoyanov
    Nikolay Stoyanov says:

    Excellent post! As you said, RankBrain has quickly become third most important ranking factor. Do you think that in near future, it can completely take over the search through its ability to learn and improve itself?

    Reply

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