Google RankBrain is a machine learning-enabled artificial intelligence system that assists Google with processing its search results. While the algorithm had already been launched in April 2015, it was officially announced in October 2015 through a Bloomberg news article. It is Google’s third most important ranking signal. According to Google analytics, RankBrain affects a significant number of search inquiries, roughly 15% of all searches in Google. Listening, SEO professionals?

RankBrain uses mathematical methods and an advanced knowledge of language interpretation to gradually acquire more information about how and why individuals search and utilise those outcomes to future search results. It is not a pre-programmed algorithm which responds to certain circumstances in a particular manner, but it can upgrade itself automatically. It almost acts as a robot that can steadily search for sufficient components to update itself rather than depending on a human intelligence for maintenance.

The History of Google Algorithms

Google Hummingbird and RankBrain are the advanced versions in a long list of search algorithms. In the initial days of Google’s functioning, importance was given to keyword usage most. That is when the use of keyword stuffing became prevalent. RankBrain depicts a refined variant of what Google is already producing. It is not the exclusive element of the search algorithm, others include:

All these elements have a different role. Panda and Penguin work to combat spam. Mobile-friendly remunerates sites that are mobile responsive. Pigeon promotes local search results, while Pirate upholds copyright infringement.

Google’s current is algorithm is Hummingbird which was launched in 2013. It introduced updates that created impact in the way searches are done. Hummingbird is sometimes characterised as having advanced Google “from strings to things.” It means that before Hummingbird, Google looked at the series of words, which might not provide relevant results. For instance, if you are searching for the word “apple,” you may be expecting it hoping to find an Apple product, but might be disappointed by results about the fruit instead.

Hummingbird algorithm update fixed this issue by doing the following three things:

It advanced Google’s ability to translate the conversational language. Now, Google can respond to inquiries the way you might say while talking.

It studied the human intention and delivers results depending on the question. Basically, if you are searching for a word that isn’t correctly spelt, Hummingbird can still presume what you intend.

Hummingbird developed local results by linking intention with location targeting which gives relevant outcomes. For instance, if you look for a French restaurant, the Google result will not give you places in Paris but will offer results in the current city you’re in.

Hummingbird marked a significant shift in the way Google operated as it advanced the search engine results. As Google investigated Hummingbird and found flaws, it recognised the necessity for a contextual tool which RankBrain addressed. RankBrain applies machine-learning algorithms to perform unknown research strings. The main role of RankBrain is to assist Google to translate queries it doesn’t understand.

In the “apple” search example with the Hummingbird algorithm, Google identified the query and understood that an apple is a thing. Rather than searching strings of data, it began with the basics of knowledge, and couldn’t recognise that “apple” might also be a brand name. RankBrain understands the words as individuals and even in the case of the absence of context, it may present to you a mix of results. Some of the links may still refer the fruit, but others links would involve Apple products.

Google RankBrain is not Artificial Intelligence the way we see in videos, and the machine-learning algorithm is a much more accurate term to describe it. The “machine” of Google’s algorithm acquires information as it operates, and keep on adding knowledge to deliver relevant results.

How RankBrain Improves The Search Results

The significant development with RankBrain was the interpretation of vague, unpolished, or otherwise challenging-to-interpret questions. For example, you ask a complex, uncertain query like – “What’s the name of a user at the highest level of a food chain” vs. an easier, concise query that is identically intended – “top level of the food chain.” The former is not going to be easily interpreted by Google but the latter is sufficiently managed by Google’s search algorithm. With time, RankBrain learns more about how to efficiently manage such uncertain queries by connecting specific obscure expressions with more brief terms to understand the user’s intentions better.

RankBrain and SEO: The Connection

Despite its status as a ranking signal and its importance to the expectation of Google search, RankBrain doesn’t impact to the SEO business. Its presence primarily performs and deals with particularly complicated or inadequately worded long-tail questions. Thus you may see some ranking abnormalities on a small measure, but the traditional best practices will remain the same. For instance, if your focus is on optimising inquiries related to ice cream, RankBrain is going to improve obscure, comparatively rare questions like “that sweet cold dessert children have at anniversary dinners” be altered to more specific, consistent, relevant phrases. Long-tail strategies may be affected, but RankBrain won’t require any significant modifications to your current SEO campaign.

Search engine optimisation requires in-depth knowledge of RankBrain algorithm. Keyword targeting is no longer a long-tail competition but rather a much deeper contextual engagement.
If you aspire to rank at the top of the Google search result, you require to do the following:
Write comprehensive, relevant content
• Cover varieties of the keywords used
• Give amazing value to your readers so that they stay longer on your website and keep coming back for more.

Like any latest Google innovation, RankBrain will proceed to improve over time. A consumer might not notice these changes, but they are vital to the relevance of a search results page and could direct the future improvement of search algorithms collectively. It’s best to not make any radical modifications to the SEO strategy, but its best to pay close attention to the SEO rankings and any new progress in our knowledge of this unique ranking technology.



Author's Bio


Pooja is the head of operations at italics, a content marketing agency based in India. She manages content development and marketing for clients belonging to a wide range of industries. She is more than 8 years of experience in SEO content writing, copywriting, thought leadership and article writing. She is also a certified psychologist and an expert in analysing consumer behaviour to generate winning content

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