What is Google RankBrain and How Does it Affect SEO?

What is Google RankBrain?

Google launched RankBrain in 2015, making it the company’s first deep learning artificial intelligence (AI) algorithm. This system helped search move from words to context. For example, before AI entered the picture, Google’s search systems focused on matching words. Back then, even simple misspellings in search queries would lead to erroneous results.

With the advent of RankBrain AI, Google’s search now understands the relation between words and concepts, making the results more relevant and contextual. From the perspective of web users, they may now expect Google to understand what they’re looking for and get results based on their intent and not just the words they type.

Does Google still use RankBrain? Yes, and it remains an integral part of the company’s push toward AI.

How Does RankBrain Work?

RankBrain focuses on two core functionalities. One is to understand search queries through the keywords web users enter. The other is to measure user satisfaction based on how they interact with the results.

Understanding Search Queries

RankBrain aims to solve a problem that has existed for a while. In a 2022 blog post by Pandu Nayak, Google Fellow and Vice President, Search, he pointed out that 15% of searches on Google every day are completely new. While this number might not seem like a lot, if you account for the billions of searches Google deals with each day, it adds up quickly.

Until the RankBrain update came into effect, Google’s bots needed to scan pages to check if they had the keywords users entered. With entirely new keywords, Google had no way of telling what users actually wanted and went with best guesses.

For example, if you looked for “black and red leather sneakers from Nike”, Google would scan pages that contained these words, and there’s a possibility that the results would include shoes from other brands too. Now, thanks to RankBrain, Google understands that it needs to limit its results to leather sneakers from Nike.

An important aspect that changed is that while Google would work on matching all the words in your query to words on different webpages, RankBrain looks for the meaning behind your query. When it comes to handling completely new queries, it learns from similar queries it has dealt with in the past. For example, people might have searched for “leather sneakers from Nike” previously, and RankBrain has learned that people who have similar queries want to see similar results from Nike.

Measuring User Satisfaction

From what digital marketing experts understand about how Google RankBrain works, while it tries to grasp the relationship between words and concepts, and even learn how to deal with new keywords, it also makes algorithm changes based on its learning. Besides, RankBrain is continually observing, which helps it determine the quality of the results it shows.

When you carry out a search on Google now, it provides results that it feels you might find useful. When people favor one particular page over others in the results, Google gives the page in question a boost in ranking. When RankBrain notices pages that don’t get any or much attention, it moves them down the order.

At its heart, RankBrain observes how web users interact with Google’s search results. Some of the key user experience (UX) signals it considers include pogo-sticking, organic click-through rates (CTRs), dwell time, and bounce rates.

Pogo-Sticking: A Google RankBrain Example

Consider this example. You carry out a search on Google and click on the first result. However, it takes you just a couple of seconds to find out that the information it provides is basic at best and not in line with what you’re after. You go back and click on the link in the second position. You still don’t find the information you need, so you head back to the results page and check the third option. Finally, you find a webpage that meets your requirements and you spend 10 to 15 minutes going through its content. Then, you don’t need to revisit the results page.

The going back-and-forth between the results page and the pages they link to, referred to as pogo-sticking, is a parameter that sits on the top of the RankBrain chart. If it notices that users leave pages quickly to check other results, the message it receives is that these pages are not up to the mark and relegates them. On the other hand, if it notices that a particular page causes users to stop pogo-sticking, it gives the page a boost in ranking.

Effect of RankBrain on SEO and Ranking

Before RankBrain, SEO experts typically focused on aspects such as content quality, keyword optimization, and link building. However, how Google interprets queries has become significantly more sophisticated ever since AI entered the picture. For instance, RankBrain does not rely on keywords alone and also accounts for a user’s search history, location, and previous interactions with results.

What Is RankBrain in SEO?

What sets RankBrain apart from the SEO perspective of yore is that it does not depend on predefined rules. Instead, it relies on machine learning (ML) to determine if a website is a good match for a particular query. Therefore, when users enter highly specific queries, they may look forward to suitably targeted results.

For quite some time, search engine algorithms have ranked websites based on different factors like content quality, keywords, relevance, and site structure. Besides, they relied on other criteria like backlinks and page authority.

As a machine learning algorithm, RankBrain relies on AI to scout through scores of data points when understanding the meaning of queries so it may provide the most suitable results. This is a big leap in the world of SEO, giving website owners and managers the means to implement different measures and move past their competition.

Is RankBrain a Ranking Factor in Google Search?

The question, “Is RankBrain Google’s third most important ranking signal?” has been doing round for a few years now. This probably stems from a 2016 Google Q&A+ video, where Andrey Lipattsev, a Search Quality Senior Strategist, said that RankBrain was among the three most important ranking signals, the other two being content and links. However, while it’s not clear if RankBrain still retains a spot in the top three (Google won’t say), it still remains an important ranking factor.

Among other things, RankBrain gathers search patterns, looks at how people interact with search results, and checks how different webpages rank for particular keywords/queries. It learns using this data, which, in turn, enables it to adjust and optimize page rankings. When it has to deal with long or specific keywords or phrases, it is capable of understanding the meaning and provides results accordingly.

The Google RankBrain algorithm has also simplified classifying website data, which has made finding related information easier than before. This can be particularly beneficial for websites that lack proper keyword optimization but provide useful information, provided they match user queries.

The Effect on Bounce Rates

One way RankBrain analyzes user behavior is by measuring dwell time, the amount of time a user spends on a page after clicking on it from a search engine results page (SERP). More often than not, short dwell times translate to high bounce rates. If users click on your website from a SERP and then immediately bounce back, it could signal to RankBrain that your content isn’t relevant or engaging. This could potentially hurt your ranking.

SEO Concepts That Matter Post RankBrain

Much like search engine algorithms, the SEO world continues to evolve, and there have been significant shifts since the introduction of RankBrain. While several traditional SEO strategies still hold solid ground, the need to adapt to new ranking factors remains crucial if you want your target audience to find your website through online searches.

Different Strokes for Different Folks

Before RankBrain, SEO experts commonly assessed page optimization by addressing aspects like keyword matching, depth of content, and diversity. However, the focus has shifted to determining what type of content serves the needs of users the best. For example, when users carry out searches related to natural disasters from a region that has recently experienced one, they are typically looking for fresh content. With a search on renaissance art, RankBrain would rely on content depth, related topics a website covers, and signaling authority.

Website Reputation

One of the main goals of SEO is to position your brand’s website as a resource that web users and search engines trust to meet specific requirements. In the digital landscape, building a good reputation typically involves ranking well for the keywords you target. However, other signals like depth and freshness of content, user engagement levels, and the diversity of backlinks can also play an important role.

From the long-term perspective, you need to determine the signals you wish to target to improve your website’s reputation. For example, do you want to rank well for searches that demand quick answers or in-depth guides? While a website that offers live sports scores falls under the first bracket, one that provides tutorials falls under the second. When done right, you can get RankBrain to recognize that the type of content your website provides is apt to meet a specific need.

User Intent

RankBrain prioritizes understanding what users are truly looking for when they enter a search query. It’s no longer just about matching keywords but about fulfilling intent. This requires creating content that addresses users’ needs and answers their questions in a comprehensive and informative way.

Search Query Refinement

Given that RankBrain takes into account how users refine their searches based on the initial results they receive, your content needs to be well-structured and informative enough to prevent users from bouncing back to the results page. Using long-tail keywords and creating content that anticipates and addresses follow-up questions users might have is ideal.

Content Quality and Relevancy

High-quality and relevant content is still king. This is why you should focus on creating informative, engaging, and well-written content that provides value to your audience. Incorporate multimedia elements like images and videos to break up text and enhance user experience. Bear in mind that content marketing, when done right, can work wonders in driving traffic to your website.

User Engagement Metrics

RankBrain looks at user engagement metrics like dwell time, CTR, and bounce rate to assess the quality of search results. Create content that keeps users engaged on your website and has them coming back for more. This could involve interactive content, calls to action (CTA), and internal linking to relevant pages on your website.

Topic Clusters and Semantic Search

The RankBrain algorithm understands the relationships between different topics. Focus on creating content clusters that explore a central theme from various angles. Incorporate semantic keywords that are in line with your main keyword but use different phrasing. This helps RankBrain understand the context of your content and how it relates to broader topics.

Conclusion

Search engine optimization remains an ongoing process, which makes it important to stay on top of the latest algorithm updates and your website’s analytics reports. Google RankBrain has, without a doubt, changed the way you need to approach the process of optimizing your website, mainly because meeting the intent of a query and paying attention to user satisfaction has become crucial.

You need to remember that RankBrain is an important ranking factor in Google search. In part, this requires creating high-value content that delves deep into the topics you wish to cover and answers the questions its readers might have. If you’re unsure about how to meet Google RankBrain requirements or navigate further algorithm changes, partnering with an SEO agency that stays on top of the learning curve might be in your best interest.