There’s a new Google algorithm in town, and its name is RankBrain, which has been in use since last October, but many business owners are only beginning to understand the changes it makes to search engine optimization (SEO). RankBrain is part of the Hummingbird algorithm update, and it uses a machine learning technology to filter search results.
Taking a Deeper Look at RankBrain
Brain can interpret and effectively translate queries, including long-tail, multiword queries, using patterns between other complex searches. Instead of relying on a manmade stemming or synonym list to make database connections as Google has in the past, it now uses RankBrain to make more-intricate connections. Google didn’t give an example when it published RankBrain, but Bloomberg had one in an article about the new algorithm. A user searches, “What’s the title of a consumer at a food chain’s highest level?” While “consumer” sounds like someone who buys something, Google translates it into search results about the natural food chain, taking “consumers” to mean “predators.” RankBrain connected the long and awkwardly worded phrase to a shorter query, such as, “top level of the food chain” to provide the appropriate results.
What Does This Mean for Small Business Owners?
Changing Your SEO Strategy to Fit Rank
BrainGoogle has confirmed that RankBrain is the third most important SEO factor today. This means small business owners must combine RankBrain with Google’s top two search ranking factors for maximum results. RankBrain’s ultimate goal is to reward excellent content that does not just include a targeted keyword, but variations of the keyword.Improving your current content to tightly focus it on your topic can help you gain a better ranking with this new algorithm. Your content should show that you are an authority by your keyword or keyword phrases and include as many variations, synonyms, and stem words as possible without sounding forced. Write more completely, answer more consumer questions, and publish enough content to become an industry thought leader on the subject.
How Can We Make RankBrain Work in Our Favor?
Brain Work Optimizing for RankBrain means creating content that focuses on a main keyword phrase and phrases related to that keyword. For example, take a blog post on achieving marketing goals. In the past, you would research the keyword and see that “goal setting” has the highest average monthly searches, and you would focus on this phrase. Now, you must create more-complex content that covers all aspects of goals – not just goal setting, but achieving goals, and goal strategies. The easiest way to optimize your content for RankBrain (and in doing so, for your consumers) is to use a free and easy tool: Google AdWords Keyword Planner. Google AdWords shows a list of keyword phrases associated with your idea.
Source: Google RankBrain
To master RankBrain SEO, use as many keyword phrases from the list as you can throughout your blog post, in titles, and in subheadings, without sounding forced. That way, no matter what phrase someone types in, your content will cover it. If you want to further optimize your marketing strategy for the latest in SEO, work with a marketing strategy consultant for small businesses. You’ll always stay on top of Google’s changing algorithms and have an edge over your competition.