What is RankBrain?
RankBrain is a deep machine learning system developed by Google to better understand new and long-tail search queries and return more relevant search results. Google confirmed the use of RankBrain as part of its core algorithm on October 26, 2015.
Using artificial intelligence, RankBrain embeds written language into mathematical entities called word vectors. This allows the system to learn word associations and better understand long-tail queries and queries that Google had never seen before.
How Does RankBrain Work?
RankBrain functions by transforming words and phrases into numerical entities, known as word vectors, that can be understood by the algorithm. This process helps Google interpret the meaning behind search queries, even if they do not contain exact keywords. By understanding the context and intent of queries, RankBrain can provide more accurate and relevant search results.
SEO Best Practices for RankBrain
There are no specific SEO best practices for RankBrain. Instead, optimizing for RankBrain aligns with general SEO principles focused on creating high-quality, natural content. Here are some tips:
1. Write Conversationally
Write your content in a natural, conversational tone. Avoid overly technical jargon unless necessary and ensure your writing is easy to understand.
2. Focus on User Intent
Understand and address the intent behind search queries. Create content that answers the questions and meets the needs of your audience.
3. Use Natural Language
According to Google’s Gary Illyes at Big Digital Adelaide 2016, optimizing for RankBrain involves writing in natural language. Content that sounds human and conversational is likely to be favored by RankBrain.
“Optimizing for RankBrain is actually super easy, and it is something we’ve probably been saying for fifteen years now, is – and the recommendation is – to write in natural language. Try to write content that sounds human. If you try to write like a machine then RankBrain will just get confused and probably just pushes you back. […] If it sounds conversational, if it sounds like natural language that we would use in your day-to-day life, then sure, you are optimized for RankBrain.” — Gary Illyes, Google
Conclusion
RankBrain is a significant part of Google’s core algorithm, utilizing machine learning to understand and interpret search queries better. By focusing on creating high-quality, natural content that addresses user intent, you can effectively optimize for RankBrain and improve your search rankings.
