All That You Want To Know About The Google RankBrain Algorithm
Have you noticed anything vastly different in the way Google returns your search queries lately? No? Well, you may not have noticed it but Google is using an artificial intelligence system, a new technology called Google RankBrain to determine search results for some time now. It is a newly developed ranking algorithm based on machine learning that is aimed to make search results better than before. But, that does not change much except the way your search queries are being interpreted now. If you have not noticed anything different, it is because of the fact that searches have become more refined than they used to be. And we seldom notice things when they are getting better, right? Jokes apart, this new search algorithm is developed to assist Google’s overall ranking system “Hummingbird” to enhance its way of interpreting human language and delivering the most relevant searches related to the terms you put into the search box.
That being said, Google is now using AI to drive relevant results for users who may not have put in exact words into the search box. Google RankBrain converts words and phrases into mathematical entities known as vectors that can be easily understood by the machines. Machine Learning and AI are thus taking the center stage in the overall search algorithm to provide an enhanced experience to all searchers. Digital marketers and SEO professionals are quite anxious about this new development. So, is RankBrain going to alter SEO strategies or it is just another Google stunt meant to target black hat practitioners and spammers to improve their ways of gaining ranks? We will get to all that but first of all, you need to understand what Google RankBrain is all about before you delve into the details of the new machine learning technology developed by Google.
What is Google RankBrain and how is it useful to the millions of searchers?
RankBrain is a new segment in the overall Google algorithm for search ranking called Hummingbird. It has been in power since October 2016 and a large portion of all search queries in these few months have been monitored by this relatively new technology that uses AI to determine ranks of Webpages. Google RankBrain embeds human language into mathematical entities, better known as vectors, so that the machine can understand what people are exactly searching for. It then helps to return search results that are relevant (if not exactly the same) to the words or phrases that a user puts into the search box.
Nearly 15% of all search queries are ambiguous, unable to be deciphered by Google thus providing irrelevant search results. But now, things will change for the better. The new AI technology of Google will help it understand ambiguous search queries like long tail keywords and phrases and provide the most relevant search results without any hassle. For example if you search for “What is the date of birth of Obama’s Wife?” it will provide you with the details of Michelle Obama’s date of birth even if you haven’t really typed in her name. Likewise, if you search for “What is the highest level of consumers in the food chain called”, RankBrain will provide you with the details of “top level consumers in Food chain” even if the words or phrases do not match. Thus, you can see, Google RankBrain helps Google to understand the real meaning of what its users are searching for and delivers results accordingly. This is the benefit of machine learning technology with which you can decipher ambiguous phrases and make out what the users are searching for in real.
What impact does Google RankBrain have on SEO?
Thomas Petty, the president of Bay Area Search Engine Academy believes that Google RankBrain shouldn’t pose any surprise to the search marketers as Google has been taking help of Artificial Intelligence for quite some time now to deliver relevant and personalized search results for users all over. The machine learning system is just going to improve the overall effect by providing an enhanced experience to the searchers. Your SEO strategies are going to remain the same as long as you are providing high quality content and a grand website experience to your users. According to Google’s senior research scientist Greg Corrado, Google RankBrain is inevitably the third most important ranking signal. We still have no clues as to what the first and second ones are. However, assumptions can be made that links and content hold the first and second positions respectively in the list of 200 ranking signals Google uses to rank websites in its search results.
Benefits of Google RankBrain for content marketers
As RankBrain delivers search results depending on users’ intentions, content marketers will be relieved of the keyword burden they have to face while developing a piece of copy. Now, you no longer need to stuff your content with the exact words and phrases that demand attention of the users. Even if you replace them with similar words or phrases keeping the meaning intact, Google RankBrain will decipher them according to users’ search queries and show them at the top of search results. This will help improve the quality of content to a great extent.
Google RankBrain is working towards improving search results with more relevancy and refinement in the search queries posted by users from all over the globe. Google will soon be able to understand searchers’ intentions with the help of the AI tool and provide results accordingly. What do you think of this new update? Do you suppose it will be able to turn Google into something extraordinary and content marketers will be relieved of the stress they have to face while optimizing keywords in their content? You can write down your opinions in the “comments” section provided below. Till then, happy searching with RankBrain!