How to Use Google RankBrain to Improve Your SEO Strategy
RankBrain is a new creation of Google that was released in October of 2015. In simple terms, RankBrain can be defined as a machine-learning artificial intelligence system. The aim of this system is to help Google sort through search result so as to process the most relevant results for its users.
RankBrain does not operate in isolation but together with the search algorithm. This search algorithm is a computer program that searches through billions of websites and web pages to find only the most relevant ones depending on the search criteria. If provide either enterprise-level or local SEO and search marketing services, then RankBrain is a must-know to help you refine your practice.
Understanding How Google RankBrain Works
Google RankBrain uses artificial intelligence or AI in its computations. AI is where a computer gets to be as smart as a human. It refers to computer systems designed to learn and connect. Machine learning is the instance where a computer learns how to do things rather than follow a program.
For instance, if RankBrain comes across words and phrases that are unfamiliar, it will use intelligence to find other phrases or words with similar meaning then filter results accordingly. This makes Google a lot more effective in providing accurate results.
How to Use RankBrain to Improve SEO Strategy
Google is primarily moved by its users. Google is always trying to improve its user experience so that users get the results they want faster and with accuracy and precision. Therefore, content creators and marketers have to focus more on user optimization rather than keywords and phrases. The first step in adapting SEO to RankBrain is strategic optimization for users and not just keywords.
RankBrain focuses on user intents and this factor alone guides results. Therefore, the SEO challenge here is to determine what users want such as commercial intents, transaction, navigation or simply informational. If the website or content is commercial in nature then keywords should be of a commercial nature. This will make it easy for RankBrain to rank a website appropriately.
An interesting way of using RankBrain is to focus on two very important ranking factors. These are links and the onsite copy.
The best ecommerce site SEO companies should focus on their link building campaigns and organize the on-page SEO for all future web pages. Content needs to be provided directly in the markup so it is easier for RankBrain to find. Keywords should be in bold and the content should be mobile friendly. These will definitely help with the ranking.
Another important factor is to get user insights based on their conversations. Get tools that help analyze user needs and wants then convert these into data that can be used. If a marketer has an email list, then members on the list can be asked some questions and their answers used to provide information to create better content and blog posts with relevant keywords and phrases.
It is important to remember that RankBrain is not the only system used. There are others used by Google as well. RankBrain simply helps find relevant pages that may not contain the exact phrase or words the users entered in the query. By putting all these factors into considerations, an SEO marketer should be able to improve their SEO rankings and take advantage of RankBrain system.