The Golden Age of AI: Optimizing for RankBrain in 2017 and Beyond
RankBrain, a machine learning technology, has already entered the game of search as we know it. This technology is now responsible for the majority of Google search results. While the average user hasn’t noticed anything different, just yet, the move to RankBrain will make the web an easier and better place to search, according to the search engine giant’s plan and current data. It’s one of the most mysterious Google algorithms, to date. It’s nearly impossible to predict. It’s hard to trick. And if you want your business to stay at the top of the digital marketing space this 2017 and beyond, it pays to take RankBrain into account when creating a marketing plan. RankBrain in a Nutshell RankBrain is an artificial intelligence (AI) system Google designed to strengthen their search algorithm. It works in conjunction with Hummingbird to give better search results for user queries, and it helps Google process the estimated 15% of unseen queries entered each day. It can watch how users respond, pick up on various search patterns, learn the meaning behind queries, and store patterns in its memory as reference for future searches. RankBrain was launched in October 2015—and has now become the third most important ranking signal. To the non-data scientist or search engineer, RankBrain may seem very technical. It’s something savvy business owners, marketing specialists and search marketers, however, will need to understand to be competitive today and in the years to come. Optimizing for RankBrain Surprise!—there is really no way to “optimize” for RankBrain. Because RankBrain works in conjunction with Google’s core algorithm and other ranking signals, you may need to change your strategic focus—especially if your current strategy is founded on backlinks. Note that RankBrain is not a traditional algorithm like Penguin and Panda; with the latter two, you know how to avoid the penalties because there are set guidelines. RankBrain, on the other hand, is not easy to optimize for. Google doesn’t say anything about it. You can use specific standard SEO practices, however, that are now more relevant than ever.
- Use Related Phrases
- Approach Keyword Research Differently
- Create Valuable Content