What is RankBrain?

If you are a webmaster, you might have heard about RankBrain- the machine learning artificial intelligence system. Since its launch in early 2015, RankBrain has been used by Google to filter a large part of search queries and display the results that are reflective of and relevant to the search intent.

How does RankBrain Work?

RankBrain uses machine learning and Artificial Intelligence to display the matching results even for new and previously unknown search queries. This algorithm has a core function to answer the queries and interpret what results should be displayed in the search results.

The key purpose of the RankBrain is to deliver the most relevant results by understanding the meaning of complex long-tail queries and the phrases that it has never dealt with before.

How to optimise contents for RankBrain?

Create understanding contents:

RainBrain looks at new and unknown content topics to understand them effectively and display the most relevant results. So, the contents you create should be more understanding to the RankBrain Algorithm.

  • Convey the clear purpose of your content for search engines and the users.
  • Try to cover the topic completely and provide access to other supporting information.
  • Instead of using a refined set of keywords, cover the variations and meaning of the search phrases to cover a large span of the target
  • Frequently use the search terms within the content when needed.

Embrace Machine Learning:

Content marketers and SEO experts should fuel the content with some important data to reflect the needs of your audience. RankBrain learns through data and if you create content embracing them, it will be easier for RankBrain to align output.

  • It is crucial to use data effectively ensuring that the content is easy to understand by RankBrain.
  • You must optimise the content by taking the right approach to naturally fulfil the needs of the RankBrain.

Refine existing content:

When you are updating content on your website, try to gather new data relating to the performance of the content, user-engagement, purpose and other associated details. When you analyse the data and refine the content, it will maximise the interaction of RankBrain with your website. When this factor interacts more with your website, it becomes more acquainted with your information and shows up your site in the search result.

Consider voice search:

When you create content for your website, consider the search behaviour of the users. According to Global Web Index Study of Internet, one among five people uses voice search to make any query. As more users are switching to voice search, the RankBrain takes natural language into account when displaying results. So, you need to optimise your content by considering the type of questions that your users would ask when looking for your products or services. If you plan for voice search, your website can have content ready for RankBrain that match with queries and user intents.

Don’t overlook links:

Links provide independent complementary signals for RankBrain, so it is a necessity to work on link building. This helps RankBrain to take a broader approach and display your content on search results effectively.  When pointing the links to your content, consider domain authority, quality and the relevancy of the links to get the desired link outcome.

When you consider optimising the content for RankBrain, it is important to determine who the content is for and why it matters a lot! Also, consider using a lot of content optimisation techniques to support RankBrain display your content.