<\/a>What Is RankBrain?<\/h2>\nGoogle’s RankBrain is a machine-learning artificial intelligence system that came onto the scene in 2015.<\/p>\n
Bloomberg was the first among mainstream media to break the news of RankBrain<\/a>. It’s Google\u2019s newest addition to its search ranking algorithms.<\/p>\nAnd while we officially met RankBrain in 2015, Google was talking about it as early as 2013<\/a>.<\/p>\nRankBrain is designed to better understand the meaning behind a searcher\u2019s words. This 2013 post from Google discusses this concept of understanding word relationships<\/a> if you want to learn more.<\/p>\nFrom the Bloomberg article, we learned that 15% of queries per day have never been seen by Google before. RankBrain helps interpret those novel queries.<\/p>\n
At the heart of RankBrain is a goal to better interpret the user intent<\/em> behind search queries to surface the most relevant search results. This has been a lifelong goal of Google Search.<\/p>\nMobile: A Primary Driver of RankBrain\u2019s Existence<\/h3>\n
Mobile drove the need for RankBrain even further. Mobile search behavior has been a game-changer<\/a>, especially when it comes to voice search, something a lot of mobile users take advantage of.<\/p>\nAs you may know, queries tend to be much more conversational using voice search versus typing<\/a>.<\/p>\nRankBrain deals well with the long-tail queries that are common to voice search today<\/a>, though there are plenty of long-tail searches typed into a search bar, too.<\/p>\nI believe that RankBrain is preparing for a world where voice search will increasingly become the norm.<\/p>\n
Remember, voice search is already on the rise. In a presentation by Mary Meeker on the popular 2016 internet trends report, she reported that voice search is up 7x<\/a> since 2010.<\/p>\n![\"voice-search-queries-kpcb-internet-trends\"](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/01\/voice-search-queries-kpcb-internet-trends-e1483392992107.jpg\")
<\/p>\n
And it\u2019s not just voice search coming from mobile devices. Now, we have to consider things like voice assistants such as Google Home<\/a>, where it remains to be seen how the device\u2019s answers will pull from web results.<\/p>\nHere\u2019s What RankBrain Does<\/h3>\n
RankBrain was designed to better analyze the language of websites in Google\u2019s index, and then apply that analysis to a search query. By better understanding the search query, it can better match users with websites and pages.<\/p>\n
The purpose is to better understand the meaning of content and the intent behind a search query.<\/p>\n
Once RankBrain better understands the intent, it can then presumably apply the appropriate Google algorithm signals that deserve the most weight for that query.<\/p>\n
Along with being able to understand concepts on a web page better, RankBrain also allows for a better understanding of the association between multiple queries, like:<\/p>\n
\u201cWhere is the Eiffel Tower?\u201d<\/p>\n
Followed by:<\/p>\n
\u201cHow tall is it?\u201d<\/p>\n
<\/a>How Does RankBrain Learn? Examples of RankBrain in Action<\/h2>\nEssentially, RankBrain can take sets of \u201ctraining\u201d data created by humans to help establish a baseline, and then can apply machine learning to determine the best search results based on a variety of factors over time.<\/p>\n
Google confirmed in the Bloomberg article and in this article at Search Engine Land<\/a> that they periodically update the system by giving it new data to better reason with new concepts.<\/p>\nAt SMX West 2016, some presenters shared examples of RankBrain in action<\/a>.<\/p>\nOne study showed how RankBrain better interpreted the relationships between words.<\/p>\n
This could include the use of stop words in a search query (\u201cthe,\u201d \u201cwithout,\u201d etc.) \u2014 words that were historically ignored by Google but are sometimes of critical importance to understanding the intent behind a query.<\/p>\n
For example, take the television series \u201cThe Office.\u201d It\u2019s an example of a search that would be taken out of context without the all-important \u201cthe.\u201d<\/p>\n
Here\u2019s another example query from an interview with Googler Gary Illyes<\/a>: \u201cCan you get 100% score on Super Mario without walk-through?\u201d Ignoring \u201cwithout\u201d would potentially return search results on getting a 100 percent score on Super Mario with a walk-through \u2026 so the opposite of the results a person was trying to get.<\/p>\nThere are other theories on how RankBrain might use data to learn what the best results are for a search query. It\u2019s possible that searchers\u2019 engagement with the search results may be a factor in how RankBrain determines the relevancy<\/a> of a result, as Rand Fishkin posits in a keynote from July 2016.<\/p>\nFor example, if someone clicks a search result and doesn\u2019t go back to the search results to start clicking other web\u00a0pages, this could indicate the searcher found what they were looking for.<\/p>\n
The machine could then learn over time that a low bounce rate signals a relevant result, so that web page could show up more often and higher in search results.<\/p>\n
Here\u2019s a visual of that concept from Fishkin’s\u00a0presentation:<\/p>\n
![\"machine-learning-randfishkin-2-algo-seo-world\"](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/01\/machine-learning-randfishkin-2-algo-seo-world-e1483393013338.jpg\")
<\/p>\n
<\/a>How RankBrain Works with Other Ranking Signals<\/h2>\nAs I mentioned earlier, RankBrain is essentially built into the query process to better understand language and make an improved match between the search query and the websites in the Google index.<\/p>\n
Remember that Google still has hundreds of other signals<\/a> it can apply to a search query to identify the best results.<\/p>\nIn 2016, however, Google confirmed that RankBrain was among its top 3 ranking signals<\/a> for search. Rounding out the top 3 are content and links.<\/p>\nThis is an important concept to understand. Google clearly stated that the signals that we\u2019ve come to know to be important and that we\u2019ve been optimizing for still matter: content and links.<\/p>\n
While the content on a website and its links are both essential to determining meaning and relevance, RankBrain works in partnership by assisting the Google search engine to better determine if a website is the most relevant based on signals and algorithms, given the searcher\u2019s intent.<\/p>\n
<\/a>The Impact of RankBrain on Big Brands<\/h2>\nWith machine learning, RankBrain learns associations over time. That means, if a brand becomes associated with a certain product, the queries about that product may lead to more branded search results.<\/p>\n
Because Google tends to favor big brands online for a variety of reasons, with RankBrain things like the site\u2019s engagement rate, mentions of the brand across many social sites and so on could further enhance favoritism here.<\/p>\n
This could happen despite the fact that some bigger brands may have a weaker link profile than other websites in their space.<\/p>\n
<\/a>What RankBrain Means for Your SEO and Digital Marketing Strategy<\/h2>\nOK, now for some action items \u2026<\/p>\n
SEO and Your Content<\/h3>\n
First, let\u2019s talk content. For many, it\u2019s actually business as usual.<\/p>\n
Examine your content to ensure it provides the best, most complete answers to a query, whether you\u2019re an informational page or selling a product.<\/p>\n
RankBrain is a machine learning system, but it still needs input from your website.<\/p>\n
Yes, it\u2019s working to better make connections about concepts. For example, we can give RankBrain credit for understanding a page is about baseball even if the word is never used and only \u201cChicago Cubs\u201d and \u201cNew York Yankees\u201d are present on a page.<\/p>\n
Absolutely one of the goals of SEO is to better help search engines understand what your content is about. It is still vital that you make sure you\u2019re including the keywords that are important to your business on your website page.<\/strong><\/p>\nThis includes keyword \u201cstemming\u201d (like \u201cwalked\u201d and \u201cwalking\u201d along with \u201cwalk\u201d and \u201cwalks\u201d) and using synonyms and natural word variations to help make connections between ideas.<\/p>\n
One example we use in our SEO training classes<\/a> is the word \u201cmercury.\u201d You can use \u201cmercury\u201d 10 times on a page, but if you forget to use the word \u201cplanet,\u201d then the search engine may be confused about the subject of the page. Is it an element, car, insurance or other?<\/p>\nThis is also a time to explore structured data markup<\/a>, which helps search engines better make connections as to what is on the page.<\/p>\nRemember, the little things matter as they always have in SEO<\/strong>.<\/p>\nYou\u2019ll want to continue to pay attention to making your search results listings stand out in the crowd. That means ensuring each web page has custom meta data in addition to exploring other ways you can make it stand out using schema markup and useful, engaging copy.<\/p>\n
Another question to ask: Once people land on your website, is it helping them move farther along in their journey by offering up related content that explores a topic\/product\/service more?<\/p>\n
This can be accomplished by siloing your content<\/a> to create subject themes around the key terms that are important to your business.<\/p>\n![\"siloing-organization-chart-bruceclay\"](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2017\/01\/siloing-organization-chart-bruceclay-e1483393030448.gif\")
Subject organization chart aka siloing<\/figcaption><\/figure>\nRankBrain and Digital Marketing Strategies<\/h3>\n
I mentioned earlier that RankBrain will likely favor big brands. So what happens if you\u2019re not a big brand?<\/p>\n
Now is the time to start thinking about how to supplement your digital marketing strategy, if you haven\u2019t already.<\/p>\n
While it\u2019s a great idea to have a thorough SEO strategy, it\u2019s never a great idea to put all your eggs into one basket.<\/p>\n
So in the era of RankBrain, even though the basics of SEO that we know and love are still important, you\u2019ll want to think of creative ways to grab that SERP real estate.<\/p>\n
That means if you\u2019re not in the upper echelon of brands online in your space, consider supplementing your search marketing strategy with pay-per-click ads<\/strong>.<\/p>\n<\/a>RankBrain Is Not the End of SEO<\/h2>\nIf you\u2019ve been concerned about how RankBrain impacts SEO, there\u2019s possibly more to worry about than you may think.<\/p>\n
RankBrain is search results relevance on steroids. Simply put, you must improve your content relevancy to match the query intent. Yes, SEO best practices are critical to traffic, and rankings are more competitive than ever.<\/p>\n
But you must also focus on your content from a macro and micro level, and how your website\u2019s content as a whole helps to answer the questions your audience is looking for.<\/p>\n
And don\u2019t forget to supplement your digital marketing strategy with things like paid search, social and other channels to keep your brand top of mind.<\/p>\n
Do you have insights on the impact of RankBrain on search rankings? I want to know. Leave a comment below.<\/p>\n
We can help with your RankBrain-optimized SEO strategy. Our services are tailor-made to match your goals and audience. For more revenue through digital marketing, let\u2019s talk<\/a>.<\/em><\/strong><\/p>\n<\/a>FAQ: How does RankBrain influence the future of SEO and web traffic?<\/h3>\nRankBrain is designed to better understand the intent behind search queries and match them with relevant web pages, even if those pages don’t contain the exact words used in the query. This has significant implications for SEO and web traffic:<\/p>\n
\n- Focus on User Intent: RankBrain encourages SEO practitioners to focus on understanding and addressing user intent behind search queries. Creating high-quality, relevant, and comprehensive content that meets the needs of users is crucial. Keyword stuffing and other outdated SEO practices may become less effective.<\/li>\n
- Content Quality: Websites with well-organized, informative, and engaging content are more likely to benefit from RankBrain. The algorithm aims to provide users with the best possible search results, which often means favoring pages that offer valuable information.<\/li>\n
- Long-Tail Keywords: RankBrain’s ability to interpret the context of search queries benefits websites that target long-tail keywords. These keywords are often more specific and reflect user intent more accurately, leading to better search visibility and traffic.<\/li>\n
- User Engagement: Metrics such as click-through rates (CTR), bounce rates, and dwell time (time spent on a page) could become even more important. RankBrain aims to deliver results that align with what users find useful and engaging. Websites that keep users on their pages and offer valuable content may see improved rankings.<\/li>\n
- Semantic Search: RankBrain’s focus on understanding context and intent aligns with the trend towards semantic search. SEO strategies should involve incorporating related terms, synonyms, and contextually relevant content to establish authority in a particular subject area.<\/li>\n
- Personalization: RankBrain’s machine-learning capabilities allow it to adapt to individual user preferences over time. This means that search results can become more personalized based on a user’s search history and behavior. SEO practitioners should be mindful of providing consistent positive experiences to users.<\/li>\n
- Technical SEO: While content quality and user engagement are crucial, technical SEO elements like site speed, mobile-friendliness, and structured data markup remain important. A technically sound website provides a better user experience, indirectly influencing RankBrain’s perception of a site’s relevance.<\/li>\n
- Algorithm Evolution: Google’s algorithms, including RankBrain, continually evolve. Staying up to date with algorithm changes, testing different strategies, and adapting to new ranking factors are essential for SEO success.<\/li>\n<\/ul>\n
Remember that my knowledge is limited to information available until September 2021. For the most accurate and current insights, it’s advisable to consult more recent sources and experts in SEO and digital marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"
We\u2019re entering a new era of optimizing for search engines. And no, SEO is not dead.<\/p>\n
While many things stay the same in search, we can\u2019t deny the new path we\u2019re on with the introduction of machine-learning systems like Google\u2019s RankBrain.<\/p>\n
The concept of RankBrain may seem technical and daunting, but it\u2019s one that CMOs \u2014 not just technically savvy SEOs \u2014 must understand to be competitive in the months to come.<\/p>\n
And while we officially met RankBrain in 2015, Google was talking about it as early as 2013<\/a>.<\/p>\n RankBrain is designed to better understand the meaning behind a searcher\u2019s words. This 2013 post from Google discusses this concept of understanding word relationships<\/a> if you want to learn more.<\/p>\n From the Bloomberg article, we learned that 15% of queries per day have never been seen by Google before. RankBrain helps interpret those novel queries.<\/p>\n At the heart of RankBrain is a goal to better interpret the user intent<\/em> behind search queries to surface the most relevant search results. This has been a lifelong goal of Google Search.<\/p>\n Mobile drove the need for RankBrain even further. Mobile search behavior has been a game-changer<\/a>, especially when it comes to voice search, something a lot of mobile users take advantage of.<\/p>\n As you may know, queries tend to be much more conversational using voice search versus typing<\/a>.<\/p>\n RankBrain deals well with the long-tail queries that are common to voice search today<\/a>, though there are plenty of long-tail searches typed into a search bar, too.<\/p>\n I believe that RankBrain is preparing for a world where voice search will increasingly become the norm.<\/p>\n Remember, voice search is already on the rise. In a presentation by Mary Meeker on the popular 2016 internet trends report, she reported that voice search is up 7x<\/a> since 2010.<\/p>\n And it\u2019s not just voice search coming from mobile devices. Now, we have to consider things like voice assistants such as Google Home<\/a>, where it remains to be seen how the device\u2019s answers will pull from web results.<\/p>\n RankBrain was designed to better analyze the language of websites in Google\u2019s index, and then apply that analysis to a search query. By better understanding the search query, it can better match users with websites and pages.<\/p>\n The purpose is to better understand the meaning of content and the intent behind a search query.<\/p>\n Once RankBrain better understands the intent, it can then presumably apply the appropriate Google algorithm signals that deserve the most weight for that query.<\/p>\n Along with being able to understand concepts on a web page better, RankBrain also allows for a better understanding of the association between multiple queries, like:<\/p>\n \u201cWhere is the Eiffel Tower?\u201d<\/p>\n Followed by:<\/p>\n \u201cHow tall is it?\u201d<\/p>\n Essentially, RankBrain can take sets of \u201ctraining\u201d data created by humans to help establish a baseline, and then can apply machine learning to determine the best search results based on a variety of factors over time.<\/p>\n Google confirmed in the Bloomberg article and in this article at Search Engine Land<\/a> that they periodically update the system by giving it new data to better reason with new concepts.<\/p>\n At SMX West 2016, some presenters shared examples of RankBrain in action<\/a>.<\/p>\n One study showed how RankBrain better interpreted the relationships between words.<\/p>\n This could include the use of stop words in a search query (\u201cthe,\u201d \u201cwithout,\u201d etc.) \u2014 words that were historically ignored by Google but are sometimes of critical importance to understanding the intent behind a query.<\/p>\n For example, take the television series \u201cThe Office.\u201d It\u2019s an example of a search that would be taken out of context without the all-important \u201cthe.\u201d<\/p>\n Here\u2019s another example query from an interview with Googler Gary Illyes<\/a>: \u201cCan you get 100% score on Super Mario without walk-through?\u201d Ignoring \u201cwithout\u201d would potentially return search results on getting a 100 percent score on Super Mario with a walk-through \u2026 so the opposite of the results a person was trying to get.<\/p>\n There are other theories on how RankBrain might use data to learn what the best results are for a search query. It\u2019s possible that searchers\u2019 engagement with the search results may be a factor in how RankBrain determines the relevancy<\/a> of a result, as Rand Fishkin posits in a keynote from July 2016.<\/p>\n For example, if someone clicks a search result and doesn\u2019t go back to the search results to start clicking other web\u00a0pages, this could indicate the searcher found what they were looking for.<\/p>\n The machine could then learn over time that a low bounce rate signals a relevant result, so that web page could show up more often and higher in search results.<\/p>\n Here\u2019s a visual of that concept from Fishkin’s\u00a0presentation:<\/p>\n As I mentioned earlier, RankBrain is essentially built into the query process to better understand language and make an improved match between the search query and the websites in the Google index.<\/p>\n Remember that Google still has hundreds of other signals<\/a> it can apply to a search query to identify the best results.<\/p>\n In 2016, however, Google confirmed that RankBrain was among its top 3 ranking signals<\/a> for search. Rounding out the top 3 are content and links.<\/p>\n This is an important concept to understand. Google clearly stated that the signals that we\u2019ve come to know to be important and that we\u2019ve been optimizing for still matter: content and links.<\/p>\n While the content on a website and its links are both essential to determining meaning and relevance, RankBrain works in partnership by assisting the Google search engine to better determine if a website is the most relevant based on signals and algorithms, given the searcher\u2019s intent.<\/p>\n With machine learning, RankBrain learns associations over time. That means, if a brand becomes associated with a certain product, the queries about that product may lead to more branded search results.<\/p>\n Because Google tends to favor big brands online for a variety of reasons, with RankBrain things like the site\u2019s engagement rate, mentions of the brand across many social sites and so on could further enhance favoritism here.<\/p>\n This could happen despite the fact that some bigger brands may have a weaker link profile than other websites in their space.<\/p>\n OK, now for some action items \u2026<\/p>\n First, let\u2019s talk content. For many, it\u2019s actually business as usual.<\/p>\n Examine your content to ensure it provides the best, most complete answers to a query, whether you\u2019re an informational page or selling a product.<\/p>\n RankBrain is a machine learning system, but it still needs input from your website.<\/p>\n Yes, it\u2019s working to better make connections about concepts. For example, we can give RankBrain credit for understanding a page is about baseball even if the word is never used and only \u201cChicago Cubs\u201d and \u201cNew York Yankees\u201d are present on a page.<\/p>\n Absolutely one of the goals of SEO is to better help search engines understand what your content is about. It is still vital that you make sure you\u2019re including the keywords that are important to your business on your website page.<\/strong><\/p>\n This includes keyword \u201cstemming\u201d (like \u201cwalked\u201d and \u201cwalking\u201d along with \u201cwalk\u201d and \u201cwalks\u201d) and using synonyms and natural word variations to help make connections between ideas.<\/p>\n One example we use in our SEO training classes<\/a> is the word \u201cmercury.\u201d You can use \u201cmercury\u201d 10 times on a page, but if you forget to use the word \u201cplanet,\u201d then the search engine may be confused about the subject of the page. Is it an element, car, insurance or other?<\/p>\n This is also a time to explore structured data markup<\/a>, which helps search engines better make connections as to what is on the page.<\/p>\n Remember, the little things matter as they always have in SEO<\/strong>.<\/p>\n You\u2019ll want to continue to pay attention to making your search results listings stand out in the crowd. That means ensuring each web page has custom meta data in addition to exploring other ways you can make it stand out using schema markup and useful, engaging copy.<\/p>\n Another question to ask: Once people land on your website, is it helping them move farther along in their journey by offering up related content that explores a topic\/product\/service more?<\/p>\n This can be accomplished by siloing your content<\/a> to create subject themes around the key terms that are important to your business.<\/p>\n I mentioned earlier that RankBrain will likely favor big brands. So what happens if you\u2019re not a big brand?<\/p>\n Now is the time to start thinking about how to supplement your digital marketing strategy, if you haven\u2019t already.<\/p>\n While it\u2019s a great idea to have a thorough SEO strategy, it\u2019s never a great idea to put all your eggs into one basket.<\/p>\n So in the era of RankBrain, even though the basics of SEO that we know and love are still important, you\u2019ll want to think of creative ways to grab that SERP real estate.<\/p>\n That means if you\u2019re not in the upper echelon of brands online in your space, consider supplementing your search marketing strategy with pay-per-click ads<\/strong>.<\/p>\n If you\u2019ve been concerned about how RankBrain impacts SEO, there\u2019s possibly more to worry about than you may think.<\/p>\n RankBrain is search results relevance on steroids. Simply put, you must improve your content relevancy to match the query intent. Yes, SEO best practices are critical to traffic, and rankings are more competitive than ever.<\/p>\n But you must also focus on your content from a macro and micro level, and how your website\u2019s content as a whole helps to answer the questions your audience is looking for.<\/p>\n And don\u2019t forget to supplement your digital marketing strategy with things like paid search, social and other channels to keep your brand top of mind.<\/p>\n Do you have insights on the impact of RankBrain on search rankings? I want to know. Leave a comment below.<\/p>\n We can help with your RankBrain-optimized SEO strategy. Our services are tailor-made to match your goals and audience. For more revenue through digital marketing, let\u2019s talk<\/a>.<\/em><\/strong><\/p>\n RankBrain is designed to better understand the intent behind search queries and match them with relevant web pages, even if those pages don’t contain the exact words used in the query. This has significant implications for SEO and web traffic:<\/p>\n Remember that my knowledge is limited to information available until September 2021. For the most accurate and current insights, it’s advisable to consult more recent sources and experts in SEO and digital marketing.<\/p>\n","protected":false},"excerpt":{"rendered":" We\u2019re entering a new era of optimizing for search engines. And no, SEO is not dead.<\/p>\n While many things stay the same in search, we can\u2019t deny the new path we\u2019re on with the introduction of machine-learning systems like Google\u2019s RankBrain.<\/p>\n The concept of RankBrain may seem technical and daunting, but it\u2019s one that CMOs \u2014 not just technically savvy SEOs \u2014 must understand to be competitive in the months to come.<\/p>\nMobile: A Primary Driver of RankBrain\u2019s Existence<\/h3>\n
<\/p>\nHere\u2019s What RankBrain Does<\/h3>\n
<\/a>How Does RankBrain Learn? Examples of RankBrain in Action<\/h2>\n
<\/p>\n<\/a>How RankBrain Works with Other Ranking Signals<\/h2>\n
<\/a>The Impact of RankBrain on Big Brands<\/h2>\n
<\/a>What RankBrain Means for Your SEO and Digital Marketing Strategy<\/h2>\n
SEO and Your Content<\/h3>\n
RankBrain and Digital Marketing Strategies<\/h3>\n
<\/a>RankBrain Is Not the End of SEO<\/h2>\n
<\/a>FAQ: How does RankBrain influence the future of SEO and web traffic?<\/h3>\n
\n