Gone is the day when all you’d have to do to rank a post was to stuff it with keywords. Google is launching over 500 stealthy updates in a year and likewise the criteria for ranking changes. It’s confusing and extremely hard to keep up with Google.
Now you may ask how does RankBrain work? It’s an AI developed by Google that helps the search engine identify the best resources for a given keyword in the least amount of time possible. It’s pretty compelling and pretty important.
Should We Worry About RankBrain?
The answer is yes, you definitely should. RankBrain is an AI/Artificial Intelligence meaning unlike conventional machines that only follow instructions; RankBrain is made in a way so that it learns from its experiences, just like human beings. The AI has been in use for the last couple of years, but Google hasn’t really specified how exactly it does it making the search engine power.
As per several experts who are constantly documenting changes in the search engines, RankBrain has made the Google results 10 times better than what it previously was.
So How Important and Effective is This AI?
Well back in 2015, Senior Google Analyst Greg Corrado said that RankBrain is one of the hundreds of tools that Google uses to produce the best search engine results. So the AI is definitely an important tool but certainly not the most important one. It’s important to note how RankBrain is different to other tools that follow instructions, unlike the AI that can learn from experience.
In 2o15, it was discovered that 15% of all Google results had been created using information and data collected via RankBrain.
How Can You Optimize Your Website/Posts for RankBrain?
With what little information we have regarding this AI, here we are going to attempt to make the most of it. So that you can rank your post well on Google.
- Don’t Just Research Keywords, But Also the Intent
- Long and Super Relevant Content
People have a habit of getting lost in the research surround the content, forgetting that the intent behind the content is really important to take into consideration. Buy Jane Eyre is different to the keyword Jane Eyre. The former is about getting your hands on the books or just wanting to see the price while the latter is more about gaining information surrounding the books. The intent differed and based on that the post will be entirely different to each other. The AI is going to judge your post based on what is the intent that you are planning to satisfy.
Creating long content works and we all know that. What several people call sky-scraper content give Google the idea that the content contains all information that the topic that possibly has. But that does not mean you can stuff your post with keywords and LSI. Google has been doing a lot to prevent keyword stuffed content from ranking and has been successful on most accounts. Trying to pull off something like that is lonely going to get you penalized.
So what changes have you made in your content strategy after learning about RankBrain?