Google RankBrain – Why it matters for SEO

Google RankBrain - Why it matters for SEO

Most people and businesses understand the importance of SEO. We all know how important a role Google plays in our lives. If we don’t put enough effort into improving our Google rankings, we can hardly achieve success.

You probably already know what search engine optimization means, but if you want to know more, you can read our blog post on what it is, how it works, and why it’s so important.

SEO has become an integral part of digital marketing, and it is normal. There are about 5.6 billion Google searches per day, with most of them landing on the first page of results. It is worth investing in an SEO campaign to improve your search engine rankings.

Google was very different 20 years ago. Today, it’s progressing even further, with its search engines getting smarter with the application of artificial intelligence (AI) and machine learning.

It is not easy for any SEO specialist to keep up with Google algorithm updates. And now we have RankBrain, one of Google’s core algorithms, where AI is applied to help users get the right or most relevant search results.

Back in 2015, Google announced that RankBrain was one of the three most important ranking factors that all website owners should consider, aside from content and links. Although the launch was almost a decade ago, RankBrain continues to update, getting smarter every day.

Now that you know all this, you can understand what RankBrain is and why it is important to you and your SEO.

What is Google RankBrain?

As already mentioned, Rank Brain is an artificial intelligence (AI) program used to help process Google search queries.

RankBrain uses artificial intelligence to embed vast amounts of written language into mathematical units called vectors that a computer can understand.

If RankBrain sees a word or phrases it’s not familiar with, the engine can guess as to which words or phrases might have a similar meaning and filter the result accordingly, making it more efficient at processing never-before-seen search queries.

RankBrain is a component of Google’s core algorithm that uses machine learning (the ability of machines to learn from input) to determine the most relevant results for search engine queries.

The machine learning aspect of RankBrain is what sets it apart from other updates. To “teach” the RankBrain algorithm to produce useful search results, Google first “feeds” it data from various sources. The algorithm then takes it from there, calculating and training itself over time to match different signals with different results and arrange search engine rankings based on those calculations.

How does Google RankBrain work?

RankBrain understands search queries

Before RankBrain, Google’s algorithm depended solely on manual coding and testing by engineers, where results were based on search queries. It became a big challenge when they faced new and foreign keywords for Google. It became a matter of guessing which keyword would provide a less accurate result for users.

Today, Google better understands what users are searching for with RankBrain. Thus, it manages to provide much greater accuracy in the results. Google determines the most accurate and optimal results by observing searcher behavior.

RankBrain measures user satisfaction

In addition to understanding search queries, RankBrain also measures how users interact with search results, identifying whether they like them or not. It helps Google deliver even better results each time.

When a page that appears in the SERPs gets a lot of clicks from multiple users, Google will increase the ranking of that particular page.

Google RankBrain measures user satisfaction based on four crucial factors:

  • Organic CTR: Click-Through-Rate
  • Dwell time: Total time spent a user spent on a page from the search results before returning to SERP
  • Bounce Rate: Percentage of the total number of users who leave a page without taking an action
  • Pogo-Sticking: When users visit several pages in search results to locate their exact search intent

How important is RankBrain?

RankBrain is one of the hundreds of signals that go into an algorithm that determines what results appear on a Google search page and where they rank.

According to Google, this is the third most important factor in determining the results that appear for your search queries.

Google’s Rank Brain is currently reported to be one of the most important signals out of hundreds of signals used to determine search rankings.

Why Google RankBrain Matters for SEO?

It is crucial to understand how RankBrain works to plan an even better SEO strategy to ensure performance for better ranking on Google search results pages. RankBrain remains relevant today as Google ensures that it is always improving. It is constantly updated and improves its performance accordingly.

If you find that your old strategy isn’t performing well enough, you may need to start looking to improve the quality of your content while focusing more on what users need instead of what Google expects to see. This way, you can more surely achieve success.

For your SEO campaign to be successful, it must be highly adaptive. Modify and optimize your campaign to achieve success. Google is constantly changing, so you should be too.

Even if you are in first place in Google, at any moment, someone can overtake you, and things can change. If you haven’t paid enough attention to your strategy, it will take a long time to regain your place. If you are interested, read how to craft the perfect SEO strategy.
If you are interested in the services we offer for search engine optimization, you can view them here. For additional questions, you can contact us or book an appointment for your free consultation. We at Dreamtech are always ready to help you.

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