How Does Google RankBrain Work?
2016 June 01
Google is constantly updating its algorithm every few months. RankBrain was one such update. Google first introduced RankBrain in October 2015. This algorithm uses a number of signals to rank pages and present search engine results, from page views to social media cues.
RankBrain is one of the most important signals used by Google while ranking pages, as confirmed by the search engine giant itself. It is in line with other top search engine ranking signals like content and links. This is why search engine marketers have been keeping a close watch on it. Knowing how RankBrain works can help you understand how the SEO algorithm is evolving, and if you need to make any changes to your existing SEO efforts.
What is RankBrain?
RankBrain is the AI used by Google to interpret the content on a website in a better way. Before RankBrain, the Google algorithm had to rely solely on links and keywords to determine whether or not a page should be featured in the search results. However, with the addition of RankBrain,the SEO algorithm was humanized.
RankBrain helps Google algorithm learn from user behavior. The AI uses machine learning to interpret search queries better, and provide relevant organic results. Google has been fine-tuning its algorithm over the years, so it can offer users results that are relevant and they can use. The inclusion of RankBrain is a huge step forward in this direction.
How does RankBrain work?
RankBrain uses machine-level learning to interpret queries. It teaches itself to match search queries with relevant pages, as opposed to other parts of the algorithm that rely on code to interpret queries. It is able to understand the content on pages much more adeptly then Google’s other tools.
The AI does all its learning offline by understanding how historical searches work. It them fine-tunes the search engine results predictions. The predictions presented from RankBrain’s learning exercise are tested. If the tests reveal positive results then RankBrain is updated, and a new version is rolled out. While machine-learning is a crucial part of RankBrain, it’s a human who puts that final stamp on whether or not it is working as intended.
Should you be making any changes to your SEO strategy?
If you look at how RankBrain works, it’s evident that it is focused toward delivering users a better search engine experience, and does not take any cues from the SEO efforts of businesses as much. As of now, businesses do not have to make any drastic changes to their SEO efforts to rank well on RankBrain. You want continue implementing the top SEO practices that are suggested by experts, so your site fares well. For marketers who try to find their way around the SEO algorithm, and use spam techniques to garner page views however, RankBrain is bad news. While the AI is still in its infancy, it is expected to grow more agile in the future. This means, in the future, there will be no room for websites that use shady SEO tactics on SERP.
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Posted In: SEO and Search Marketing