• Wirya Hassan

RankBrain: the 7 Must-Knows for More Online Success

RankBrain: maybe it's new to you, have you heard about it or you already know what it is. In any case, it is important to deepen your understanding and explore what it means for your business.


RankBrain is a sign that Google is getting smarter. This allows the search engine as 'a person' to understand websites and search queries. It plays a major role in online marketing and we expect it to become increasingly important. In this article you can read all about Google RankBrain . We tell you what it is, how it works and what consequences it has. More importantly, you're also going to learn how you can anticipate Google RankBrain. This not only makes Google smarter, but also you!


After reading this article you will be aware of the latest development in online marketing. With this you will be ready to develop an up-to-date SEO strategy and to make your

website Google-proof. In this way, your website will be easily found in Google, and you'll be able to get traffic to the website. In short, with the following 7 points you

will be ready to gain online success.


What is Google RankBrain?

Google RankBrain is an artificial intelligence system that uses machine learning. It is a clever piece of technology from Google. No longer do people of flesh and blood have

to program things as if they have to choke them, but the search engine can teach itself things. Google can train itself without needing human hands. Here it recognizes

patterns and develops insights.


Does this sound a bit vague? Let us give an example. Imagine that you cannot come to a word, but you know what you want. You're going to look it up online to buy it.

The word that you mean is 'blender'. In Google you would then type: 'electrical device to make smoothies'. Previously, Google would have had more trouble with this. You could

then get results that for example concern user manuals or what healthy smoothies are.

Now Google understands better that you mean a blender, because it can link the new search to previous searches. After Google 'gambles' where the relevant search results

should go, the search engine monitors your behavior. This is important feedback because your behavior can indicate which results are relevant or not. Here Google then learns

again.


With the new Google RankBrain, new data is a source of information that Google directly learns from. Previously, the data was stored for later interpretation by Google

developers. Only then they would be processed.


What preceded Google RankBrain?

Google is exposed every day to searches that have not been done before. About 15% of the search queries Google sees are run for the first time. That's no less than 500

million a day! As you can imagine, these are mainly long tail searches. In such a case, the search engine is challenged.


Google does not have immediate ready knowledge to display relevant search results. The search engine must actively search for relevant results and this takes time. Google

wants to serve its users as quickly as possible, so it was desirable to find a faster way.

In September 2013 , Google announced its Hummingbird system. This was the forerunner of Google RankBrain and the first important development of semantic search (focusing on

the intent of the user).

With Hummingbird, the relevance of web pages was no longer determined solely by exact matches of keywords or word combinations on the page.

Thanks to Hummingbird, Google was also able to display relevant pages whose content had a clear relationship with the search. The content was placed in a context. Take for

example the search term 'weather'. Google understood that the user would rather know the weather of his location than the meteorological meaning of it as you can find this on

Wikipedia. Meanwhile, Google shows relevant information about the weather before the search results, so that the user does not even have to click through to a website.


While it was possible to display more relevant search results, there was no learning process yet. So no time savings had been made for new searches that had never been

carried out.


Two years later, in September 2015, Google announced the existence of Google RankBrain . It had already been in use for a few months. Five developers have been working on

their development for over a year. Because the search engine can train itself things can be dealt with faster with unknown searches.

The original goal had been achieved. In addition, even better results are shown that answer the user's search intent.


Why is Google RankBrain so important?

Google RankBrain has been in use for almost two years now. The search engine is increasingly able to estimate the search intent of users. The unique thing about the system is

that no human input is needed to show better search results. The learning process is therefore automated, which also means that it is going faster and faster. Google's

computers are busy 24 hours a day, 7 days a week and are therefore constantly getting smarter. Think of it as the snowball effect.


Yet it is striking that the arrival of the system has remained virtually unnoticed. Even professionals in the field of SEO did not see it coming. Only after Google made the

system known, Google RankBrain started becoming a hot topic and the importance of it became clear.


What is spectacular is that Google RankBrain is already the third most important aspect in the algorithm to rank search results. Google itself has explained this, while

Google normally gives out little information about the importance of the different ranking factors. It is certainly spectacular when you consider that there are more than 200

factors . Moreover, Google only needed a few months for RankBrain to play such an important role.


Why did Google announce the existence of Google RankBrain?

Google has previously disclosed the importance of certain ranking factors. That information was so popular that many SEO professionals immediately started working on it. Some

were a bit too enthusiastic and went wrong with it. After Google has made something known, clicked actions from SEO specialists seem to be more the rule than the exception.

You can think of the information that links are important for SEO, after which a trade in links arose that was not allowed by Google. Google has also stated that the content

on a page can be optimized so that it ensures higher rankings.


After that, hidden texts were sometimes placed on pages, such as texts in a white text color on a white background. Furthermore, it was also announced that more content would

work out positively for SEO. This information was also 'misused'. For example, content from external websites was automatically republished on their own website.


Nevertheless, Google has announced something again in 2015. This time it was about Google RankBrain. Why would Google do that? Simply because Google RankBrain cannot be misused. It is just like the speed of the website, responsive web design or the use of Google AMP: if it is constantly being improved, then that is to the advantage for the

user. No artificial actions can be taken. This is in contrast to previous examples regarding link building, content optimization and content length.


Google's announcement of Google RankBrain allows Google to steer the content creators in a particular direction. It is all about optimally responding to the needs of the

target group. At the same time, Google is helping this in its mission to provide users with the most relevant information.


What are the consequences of Google RankBrain?

Before the arrival of the system, Google was already able to understand synonyms and derived words. For example, if you type in 'translation', you would also get results that

are about 'translating'. The same applies to 'high heels' and 'pumps'.

Google RankBrain was previously only used for part of the 15% of searches that are new to Google. In 2016, the search engine announced that Google RankBrain is now used for

all searches. If you have a website or webshop, then you will always have to deal with the new artificial intelligence system.


Now that Google is getting better at understanding search intentions, the words on a page do not have to match exactly the search to rank well. As a result, your page can be

shown high in the results.


This also applies, of course, to the pages of other websites, giving you more competition in organic results. Thanks to Google RankBrain, the user of a search engine gets

better results and is also presented faster.


What consequences does Google RankBrain have specifically on SEO?

Google RankBrain shows that it is important to create content that is written for visitors and not for search engines. If you want to achieve success online with SEO, then

you have to shift the focus. After all, the emphasis is no longer on the language use of the users. You do not necessarily have to go into detail in using keywords from the

target group.


This development no longer requires exact search terms to appear on a page. Here you have to work less with unnatural repetitions and you will make more use of synonyms. This

makes texts more logical and enjoyable to read. The text is then just a natural conversation with the visitor.


The focus is now more on the search intent of the users of Google. This means you have to optimize pages for the motive with which someone carries out a search. Here you can

investigate the target group in order to get to know their needs. That way you can create content that perfectly matches the search intention.


With such optimized pages you can score high on relevancy in related searches. As always, you are rewarded for relevance with a high ranking. That is probably more the case

than ever before. That is also the reason that RankBrain is one of the SEO trends in 2018 .

How do you write a SEO text that is optimized on Google RankBrain?

Content writers are probably used to doing a keyword research prior to writing. Although the language use of the target group is less important with the arrival of Google

RankBrain, it is still a good idea to start with a keyword research. This is the starting point of the content.


Yet SEO texts should be written differently than before. With the keyword research it is advisable to search for links. A text does not need to be optimized for just one

search term, but actually for multiple search terms. That means that texts should be written for broader subjects. You can get ideas through Google AdWords Keyword Planner or

the suggestions at the bottom of search results in Google.


What is different is that SEO texts from now on also have to go about related topics. A text then not only deals with a specific subject in depth, but deals with more than

one. The goal is to provide as good and complete an answer as possible. This makes the text a logical, coherent and complete story.


In the past texts mainly focused on the depth of one specific sub topic. They could be relatively short with about 300 to 400 words. Logically, an SEO text now covers more

words. That will soon be more than 1000 words. This text actually counts 2336 words, just to show that an informative text may be quite long. For example, you want to write a text about how content writers can come up with new topics for their blogs. Previously you would only write about how they can get inspiration once. With the introduction of Google RankBrain, you can also write in the same text about how they can get lasting ideas and how they can plan them in a content calendar. Or take this article for example. It not only discusses what Google RankBrain is, but also what preceded it, what the consequences are and what you can do with it.


Good rankings thanks to Google RankBrain

Google's computers never sleep and continue to learn. Machines teach themselves things and can become as smart as people. This is no longer something from science fiction

films, but it is now also reality. We expect Google RankBrain to play an increasingly larger role. So you cannot ignore it now, let alone in the future ...


Maybe you think this sounds pretty scary or does it impress you?. Fortunately, Google's new algorithm is actually a reward for high-quality content. If you already wrote for

visitors and you had in mind what kind of information they are looking for, then you are already doing fine. In that case, your working method fits with that mission of

Google and you also get appreciation in the form of higher rankings.


In short, it is about your SEO strategy to fit with the new vision of Google. The conclusion is that content writers no longer have to think in boxes and have to write a text

for each box. The best thing would be that they just do multiple boxes with only one text. So pick up that pen or flip your laptop and learn to write yourself extensively

about a subject.


In any case, we hope that we have succeeded in writing good SEO text now. Of course we are curious about what you think of Google RankBrain. Post your comments, suggestions

or questions below! You can leave them below in a comment.



© 2019 by Digital Marketing Hub