Understanding RankBrain to Build an Effective SEO Strategy  

For years, websites have worked hard to organically rank in search results using various SEO strategies and trends.

Why?

Search engines like Google are usually the starting point for whatever users want online, whether for a product, a service, or just general info. Thus, taking the steps to improve your rank organically is crucial.

And how do you do that?

Implementing many SEO strategies— from content marketing and link building to second-tier linking and featured snippets. And there are plenty of other SEO methods that we can mention.

But there is one thing that you do need to understand and master— because how Google uses RankBrain will send your position soaring or plunging to the bottom of the SERP. 

That begs the question: Why?!

Recently, Google announced that RankBrain is the third most important ranking signal. So, while you never gave it much attention before, or if you’re completely new to it, you need to know that RankBrain is becoming more important than ever. Thus, you should try understanding how it works and start optimizing your website for RankBrain.

Explaining RankBrain

Okay, you’ve probably heard the name “RankBrain”, or maybe Google’s RankBrain, but never gave it much thought of what it is and what it does.

So, here’s what you need to know.

RankBrain is a part of Google’s method of determining which pages should rank and which ones do not. Again, most online sources claim it as the 3rd most important ranking factor.

Technically, however, it is not a part of Google’s algorithm.

Let me explain.

Before RankBrain, Google has used an algorithm to determine which pages to rank high and low. With RankBrain, there’s an added extra layer of sophistication to the ranking process.

How?

When a user searches for something unique, Google’s algorithm depends on RankBrain to find the intent of the user. You see, Google’s algorithm is so great at common searches, but not so great with uncommon searches.

So, rather than just going along, Google calls his AI buddy, RankBrain, asking what the searcher’s intention is.

 Now, RankBrain makes the best guess based on its past precedents, the habits of the users, and the location of the searcher. It gives its best guess and Google provides the results to the searcher.

Take note that Google does not always use RankBrain. It only asks for RankBrain when it needs extra help in determining what a user is most likely looking for.

So, why is RankBrain important to your website rankings?

Two words:

User’s Intent.

Google usually uses RankBrain to determine the intent of the users. So, if you know how RankBrain goes about ranking websites, then you’ll set yourself up to climb to the top results. 

How To Optimize For RankBrain’s Judgment

  1. Work With Medium Tail Keywords

Once upon a time, long-tail keywords were all the rage.

It made sense to create different pages, each one optimized around a different keyword.

For instance, one page is optimized for “best freelance invoice software” and another one optimized for “best invoice software for freelance”.

Old Google would rank a website for their respective long-tail keywords. RankBrain, however, understands that these terms are the same thing. Thus, showing nearly identical search results.  

It only means that optimizing for long-tail keywords does not make sense anymore. Instead, you need to optimize the medium tail keywords.

These middle-of-the-pack keywords feature more search volume than the average long-tail keywords. Plus, they are not insanely competitive either.

For instance, here is a set of keywords around “CBD oil”. 

As you can see, the medium-tail keywords have more volume than the long-tail keywords. If you optimize your content around the medium-tail keywords, RankBrain will typically rank you for that term, as well as with the hundreds of similar keywords.

So, we recommend that you optimize your website around a single keyword and let RankBrain rank every single page for lots of different related keywords. 

  1. Don’t Overlook Semantic Search

Semantic search is crucial for RankBrain.

But, first, let’s define a semantic search.

Semantic search is what RankBrain thinks of when pulling results from the millions of potential options. It is the searcher’s intent, taking account of things like device, context query stream, and language style. 

Imagine you are talking to a close friend. He says, “You look great.”

Those 3 words can mean several different things. If your friend is being serious, then it is a compliment. If he is being sarcastic, then it can be an offensive comment. Or it could be passive-aggressive if he just said it flatly.

To put it shortly, context and tone say a lot.

This applies to Google search with RankBrain attempting to understand the semantics of a user’s query.

For instance, you Googled “what’s a vape pen”

Now, if you Google “vape pens for sale”, then you’re probably looking for different results like these:

The variation in the language can make a huge difference in determining the search intent of the user. This is true in physical conversations as well as in Google’s search bar.

Also, with the rising popularity of voice search, the query semantics is becoming even more important. Since searchers talk instead of typing, they are not quite as intentional about the words that they use. 

This only means that understanding the intent of the searcher will become more important over time. Once you understand the intent of your users and optimize your page for it, then you will have a better chance of appealing to your audience. Consequently, you’ll rank even higher. 

  1. Optimizing Anchor Text

More organized content equates to a RankBrain-friendly page.

With more organized content, Google and its AI buddy, RankBrain, can easily read your page.

So, how do you ensure that Google knows what your pages and contents are about?

Anchor text.

These are the words that you hyperlink to one of your website pages for link building. For instance, I provided a backlink and hyperlink the word “here”, which would now be the anchor text.

However, “here” does not make a backlink as beneficial as one with the appropriate anchor text. So, imagine that the website page I was linking to on your site was about link building, and the keyword you’re targeting with that webpage was “link building.” Now if I link to that page on a specific post with anchor text “link building”, that’s going to help your SEO more than the basic anchor text, “here.”

That’s because it tells Google that I, another online publisher, can understand what your site is about and so can other users. In simpler terms, it is another reassurance that your webpage is what RankBrain and Google think it is about.

This anchor strategy is powerful: 84 percent of the number one results feature at least 1 keyword anchor. 

Not only that, the more you use keyword anchor text, the better overall rankings you’ll achieve. 

  1. Target The Google Snippets

Do you know Google’s position zero?

Here’s an example:

Position zero is the box of information that sometimes comes up when Googling. Position zero is the common term for Google snippets or the featured snippets filling the top ranking. 

And position zero can make a huge difference in your SEO strategy. They get tons of clicks because they are at the topmost part, they offer immediate content and are genuinely helpful. 

But how does position zero apply to RankBrain?

When you have a featured Google snippet for a target position, it means that you have organized content. This makes it easier for Google and RankBrain to read, making your pages more likely to be pulled out. 

Although challenging, ranking in position zero can increase your CTR and boost your authority in Google’s eyes. 

So, how do you land position zero?

You get two options:

  • Defining a term; or
  • Creating a list

When targeting the snippet, you need to use subheadings for every point you make. This helps Google easily understand what you are talking about. It then reformats the information into a featured snippet. 

  1. Be Natural When Writing

This is probably the most important SEO strategy for optimizing for RankBrain. And yet, the simplest tip.

You just need to write as you talk.

You do not need to get carried away with the big words, formalities, and flowery language when writing.

The more natural your writing, the better RankBrain can read your content. If you try to write for search engines like a machine, RankBrain will be confused and push you back down the ranking.

However, if your content sounds conversational and you’re using natural language that people use in their everyday lives, then you’re optimizing for RankBrain. Google says that the most important thing for you to do to optimize for RankBrain is to write naturally.

You need to create content that is helpful and valuable to users. And when you write naturally, with human readers in mind, you write content that Google and RankBrain understand and reward. To obtain this, hiring a professional content marketing service is a great option. 

Conclusion

To summarize, RankBrain helps Google in determining the best content to rank by analyzing the user’s intent. And simple changes to your SEO strategy in this era of RankBrain thinking can help you get another step closer to ranking higher in SERPs.

So, what’s the tip you are going to implement first? Let us know by firing up the comment section below. We’d love to hear your thoughts!

By Olivia Bradley

Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like