Guide to the Google RankBrain Algorithm: Part 3

If you want your company site to rank well in search results, you need to keep an eye on Google’s RankBrain algorithm. RankBrain is Google’s third most important ranking signal, meaning that if you want to do well in search results, you are going to have to optimize your web pages accordingly.

What Does RankBrain Do When You Search?

RankBrain is an algorithm based on machine learning, or Artificial Intelligence (AI). Google uses RankBrain to sort through search results whenever a user enters a search query. This information helps Google understand and process search results for a better user experience.

Before RankBrain, programmers hand-coded Google’s algorithms. While humans still design and work on RankBrain, the majority of its code runs through a machine learning process. This means that RankBrain runs in the background, tweaking the algorithm on its own.

RankBrain performs the following functions for optimal search engine performance and to sort through rankings:

  • Analyzing content freshness for rankings
  • Determining the importance of backlinks
  • Evaluating content length
  • Researching domain authority and ranking domain power

What Are RankBrain’s Functions?

RankBrain has two basic functions in relation to Google search:

  1. Processing keywords and search queries
  2. Analyzing how humans interact with search results

In the past, search engines results were based on keywords and nothing else – all context was missing from the search, often producing inaccurate webpage results. This made the Googling experience very difficult for users, which is why Google developed RankBrain. This algorithm seeks to understand the intent behind the search, rather than the words alone.

In terms of user satisfaction, RankBrain pays close attention to how users interact with search results:

  • Are users clicking through results quickly?
  • How much time are users spending on a page?
  • How often are users bouncing between pages?

If your site does not satisfy a user, you will not reap the SEO awards. If you do satisfy a user, you receive a higher ranking.

How Can I Optimize My Webpage for RankBrain?

To optimize your web page for the best RankBrain results, follow these tips:

  • Incorporate semantic SEO strategies. Don’t simply stuff your page with keywords – focus on the human intent behind possible searches.
  • Develop your social media presence. This signals to Google that you have a live human component to your brand, and you will rank higher in the results.
  • Design your web pages with the user experience in mind. If a user can’t find the information they’re looking for within a few seconds of landing on your page, they will leave.

For more information on RankBrain and Google algorithms, check out part 1 and part 2. Keep an eye out for part 4, coming soon.

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