Google RankBrain Algorithm: The Role of AI In Google’s Search Engine Optimization

Machine learning and AI have brought significant changes in the technology sector and with the Google RankBrain algorithm, the same has now applied to search engines too. Google has been trying to make the search experience better by providing relevant answers to queries. Thanks to the introduction of various algorithms, the search engine giant has been reaching its ultimate goal. 

For those of you who don’t know what RankBrain is, it is a major component of Google’s core algorithm which uses machine learning to analyze and determine the most relevant results to user queries. How has Rankbrain transformed Google search for the better? what is Google Rankbrain’s role in AI and its contribution to search engine rankings? How should companies take advantage of RankBrain and ensure their website is properly optimized? By the end of the article, all these will be answered, let’s get started.

Diving Into The Era of AI

Today when we make a user search, we get the expected results even if we didn’t type the exact keyword. Have you ever thought about how Google can understand the words we search? This is made possible with RankBrain and the combined work of other numerous technologies. But things were a lot different during the early days. 

Before Rankbrain was introduced, Google leveraged its existing traditional algorithms to determine which results must be shown for a particular query. It followed a set of predefined instructions that scanned webpages to see if they contained the exact keyword a user searched for. If the keywords searched for were newer ones, Google didn’t have an idea about what to deliver, so this resulted in making guesses. Those algorithms ranked content based on factors such as keyword density, backlinks, etc. What’s more, they lacked the flexibility to adapt to newer search queries and parameters. 

However, all that changed post-Rankbrain. Compared to the traditional algorithms, the Google RankBrain algorithm employed machine learning and AI to learn, and analyze the intent, and behavior of user queries to provide 100% accurate results. The algorithm goes through an interpretation model that applies various factors such as location, and personalization of the query to understand the users’ true intent. AI and SEO also work differently in it.

What traditional algorithms would do is try to match the words in the search query exactly with the words on a page whereas RankBrain turns the search terms into concepts, understands the intent behind it, and finds the pages that cover that concept.

This machine learning aspect is what sets Google RankBrain update apart from other algorithm updates. Google continuously feeds the algorithm with data collected from multiple sources and it calculates and teaches itself over time using the data to match a variety of signals and determine search engine rankings based on these calculations.

Role Of AI In Google RankBrain Algorithm

As explained earlier artificial intelligence plays a vital role in Rankbrain, let’s understand the bigger picture here. Google Neural matching also has similar functions but RankBrain and nural matching have some differences. In simple words, Google AI RankBrain is used to identify the two main components of search queries: the words and the intent behind them. Let’s see the other roles done by AI in Rankbrain:

Works on the User intent

When a user query is made, the Google AI RankBrain analyses the words as well as the users’ search habits and the context of the query. After that, it begins to interpret the intent of the search which allows RankBrain to better understand what exactly the user is looking for and provide the relevant result.

Indexing and ranking information

Another role of Google AI RankBrain is the indexing and ranking information for search queries. The RankBrain algorithms are utilized by AI to check the importance of various information and also check their relevance. The data is then ranked based on these factors in the search query. As AI effectively ranks information, RankBrain can easily display the most relevant results to the user.

Leveraging RankBrain To Improve SEO

With numerous algorithm updates introducing various SEO changes, it has become important for companies to optimize their websites to achieve higher ranks and ensure existing ones aren’t going down. This is where RankBrain has emerged as a major SEO player. By leveraging this algorithm, companies can optimize their SEO content strategies and improve their search engine rankings.

What RankBrain does is utilize AI and machine learning to analyze the user query and understand the intent behind it to deliver relevant personalized results to users. Due to this, RankBrain can provide more relevant results than traditional algorithms, making it an ideal tool for companies to use for their SEO efforts.

Ensure contents are tailored to users

Once companies start leveraging Google RankBrain updates, one of the key areas is focusing on developing tailor-made user content that addresses their intent. Creating such content not only offers value to the users but also increases the chances of getting it to appear and rank higher in search results.

Focus on creating natural language

When creating content, quality matters more than quantity. Therefore, as a business, you should prioritize creating high-quality, relevant content using natural language that will sound more human. Since Google RankBrain update is designed to think like a human, it’s important websites should have such type of content. 

Optimize website for mobile

Creating website content that addresses user intent is important but optimizing your website for mobile devices is equally important too. As explained earlier, the RankBrain algorithm utilizes AI & Machine learning that takes the user’s experience into account when determining a website’s relevance. Having a website not optimized for mobile, it’s high time to revert it and start ranking on search results.

Building Websites Optimized For RankBrain

Speaking about building and optimizing websites for RankBrain, certain factors have to be considered and made part of your SEO content strategies. This ensures your website has better chances of getting ranked and being visible in the SERPs. Some of them are explained below: 

Prioritize on-site optimization

The purpose of any website is to provide value, relevance and the best user experience to customers who visit them for information. For this to happen, it is important to do on-site optimization that involves writing keyword-rich headlines, and titles, adding meta descriptions, link building etc.

Focus on long-tail keywords

Long tail keywords generally help get higher traffic to your website, which can lead to better sales leads and conversions. Importance of long tail keywords relevant to user search queries on your website content is a great way to get rankings, why? Well, the Google RankBrain update not only checks for the exact match but also for relevance and intent. So, if there are relevant long-tail keywords, this results in the best match and increases the chance of ranking.

Winding up

As search engine algorithms and systems are becoming smarter, adapting to the latest tools, and technologies and incorporating them into your SEO content strategies has become a necessity rather than an option. Thanks to the involvement of AI, Machine learning, etc RankBrain has changed the way how search engines process information and provide the best relevant ones for answering search queries. 

If your business requires the best digital growth plan, it’s high time to embrace these Google updates with GTECH, your trusted SEO company in Dubai. There is no doubt that businesses, content creators, etc will navigate this evolving landscape and with our professional team, you can easily stay informed about every RankBrain update. Let’s embrace the era of machine and human intelligence.