In an interview with Bloomberg late in October, Google senior research scientist Greg Corrado revealed that a machine-learning artificial intelligence system called RankBrain is helping them process the billions of search queries they receive every day. This isn’t really surprising since many people know that Google has been interested in AI for years and has even provided funding for its development. But, if you’re an SEO marketer or a business owner, you need to know what RankBrain really is all about and how it will affect you.
What does RankBrain do?
RankBrain helps Google by interpreting ambiguous search queries that the algorithm isn’t really familiar with. It converts large amounts of written information into vectors, which are mathematical data that can be easily understood by Google’s computers. With this system in place, RankBrain can make intelligent guesses when it encounters unfamiliar queries, find words and phrases that are related to the search keywords, and filter pages using these related terms. As a result, it can come up with relevant results no matter how vague or confusing a query is.
All of these are done automatically. Unlike other parts of the algorithm (which are still dependent on human effort), RankBrain can learn to see connections between seemingly unrelated terms and apply this learning to future searches — all by itself.
Is RankBrain really that important?
RankBrain isn’t a replacement for Google’s search algorithm (which is called Hummingbird). Rather, as Corrado pointed out, it’s only “one of the hundreds” of ranking factors that make up the algorithm. However, Google’s senior research scientist admitted that the artificial intelligence system plays a huge role in day-to-day search processing and in fact handles a “very large fraction” of the queries they receive.
Corrado also mentioned to Bloomberg that RankBrain has become the third-most important ranking factor. This has stirred a lot of curiosity since it’s probably the first time that Google has specified exactly how important a certain ranking factor is. However, the search engine giant has not outlined precisely how RankBrain can help websites increase their rankings, although many SEO experts have expressed their theories.
How will this new system affect you?
As a Google user, you’ll find that RankBrain will provide you with highly relevant results. This is true even if you don’t know how to phrase your queries and end up typing an odd-sounding question in the search bar.
As an SEO marketer or a website owner, RankBrain won’t have a negative impact on you — as long as your site (or your clients’) has original, high-quality content. If you’re not confident about your content, though, it’s definitely the right time to give it an overhaul. Don’t just focus on exact-match keywords; instead, experiment with multi-word, long-tail keywords that accurately describe your products or services. Of course, make sure your articles are informative and provide answers to your target audience’s queries.
RankBrain is just one of Google’s newest innovations, and there are still more to come. But, by ensuring that you have well-written, high-quality content, you can weather through these changes and keeps your website’s rankings in good shape.
