What is Google’s RankBrain?

If you’ve ever dabbled in science fiction, the words “artificial intelligence,” also referred to as AI, may naturally give you pause. Before you start having nightmares about Skynet or spend any time trying to determine who in your life may or may not be a Cylon, we’re here to tell you about the newest search tool recently introduced by Google. Meet RankBrain, the AI based system that will change the face of search forever.

 

The artificial intelligence based system RankBrain is Google's new tool for search.

 

What Is RankBrain?

It’s a search tool being integrated with the main search algorithm to improve the quality of search query returns. Google recently released this video to explain this type of artificial intelligence to those of us who are not brilliant programmers. Also called machine learning, as well as machine intelligence, this type of AI can make educated predictions as to intent. Previous algorithm updates have made progress in this area, but the introduction of AI to the equation means that the quality of results returned to awkward queries where interpretation is needed will not only be superior than it would be using traditional tools- the results will continually improve over time.

RankBrain Has A Huge Impact On Search.

Google is not known for being transparent about which factors are more or less important in order to rank on the search engine results pages (SERPS). What we’ve always known is that hundreds of factors are taken into account (some more important than others)- so properly covering those factors proves beneficial in your quest to move up the SERPs. According to Jack Clark’s Bloomberg piece, Google is so excited about the results generated by RankBrain, they have no qualms about declaring its importance. How big a factor is it? RankBrain is now #3 on a list of hundreds.

What Does RankBrain Mean for SEO and Ranking Websites?

It is more important now than ever before to ensure all the content on your website is not only optimized, but well written, relevant, informative and engaging. The importance of blogging well and often will also be increased. RankBrain looks at search engine queries and website content to find the best possible matches. Search is no longer about search engine users struggling to find the right questions to get the answers they seek- it’s about websites making sure answers to users queries are a click away. If you want to rank well in the SERPs, you need to readily supply answers. To learn more details about this new algorithm, check out this piece by Danny Sullivan of Search Engine Land.

Change can be scary. In this case, we aren’t talking about malicious machines taking over the planet, but we are finding ourselves in a new, unfamiliar place. At Josiesque Designs, we’ve anticipated the shift to a focus on superior content for a long while; for any of your content marketing needs, contact us for a free consultation.


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