RankBrain Optimization – What You Need To Know





Blog Date

June 5, 2024


UK, Manchester

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RankBrain Optimization – What You Need To Know

Google RankBrain: The New Powerhouse in Search

Google RankBrain is definitely still relevant in 2024. In fact, it’s arguably more important than ever for anyone concerned with SEO and online visibility. In this comprehensive guide, you’re going to learn everything you need to know about Google’s RankBrain algorithm.

Understanding the RankBrain Revolution

Before RankBrain, 100% of Google’s algorithm was hand-coded by human engineers. The process went something like this: Google engineers would painstakingly tweak and fine-tune the algorithm to try and deliver the best possible search results.

But things have changed. Today, RankBrain also plays a significant role in shaping the algorithm. This artificial intelligence system analyzes how users interact with search results and learns from that data to continuously improve the algorithm. Depending on the keyword, RankBrain will adjust the importance of various ranking factors like backlinks, content freshness, content length, and domain authority.

The craziest part? Google engineers once asked a group of their own experts to identify the best page for a given search query. They also asked RankBrain to do the same. And RankBrain outperformed the brainy Google engineers by 10%!

In short, RankBrain is a game-changer. It’s here to stay, and it’s dramatically changing the SEO landscape. So how exactly does this AI-powered algorithm work?

The Two Main Jobs of RankBrain

RankBrain has two primary responsibilities:

  1. Understanding search queries (keywords)
  2. Measuring how people interact with the results (user satisfaction)

Let’s dive into each of these in more detail.

Decoding Mysterious Keywords

A few years ago, Google faced a problem: 15% of the keywords people typed into Google were completely new and had never been seen before. That’s a staggering 450 million keywords per day that stumped the algorithm!

Before RankBrain, Google would simply scan pages to see if they contained the exact keywords someone searched for. But since these were brand new terms, Google had no clue what the searcher actually wanted.

Enter RankBrain. This AI system goes beyond simple keyword matching. It tries to understand the intent behind the search query, even if it’s a term that’s never been used before.

How does it do this? By matching never-before-seen keywords to similar keywords and concepts that Google has encountered in the past. For example, if someone searches for “the grey console developed by Sony”, RankBrain might recognize that this is similar to searches for “grey console developed by Nintendo”. It then serves up results about gaming consoles, like the PlayStation.

This is a game-changing shift. Google is no longer just looking for pages with matching keywords. RankBrain is trying to understand what the searcher is really looking for.

Measuring User Satisfaction

But RankBrain doesn’t just interpret search queries. It also pays close attention to how people interact with the search results.

Here’s how it works: RankBrain shows you a set of search results that it thinks you’ll like. If lots of people end up clicking on and engaging with one particular page in those results, RankBrain will give that page a rankings boost. On the flip side, if people quickly bounce back to the search results, that tells RankBrain the page didn’t satisfy the user’s intent.

The key user experience signals RankBrain monitors include:

  • Click-through rate (CTR): How often people click on your result
  • Dwell time: How long people spend on your page before bouncing back
  • Pogo-sticking: How often people click back and forth between search results

By analyzing these metrics, RankBrain is able to continuously refine the search algorithm to deliver the most relevant and satisfying results.

Adapting Your Keyword Research for RankBrain

As you can see, RankBrain has fundamentally changed how the search engine works. So does that mean traditional keyword research is dead?

Not exactly. But you may need to adjust your approach to be more RankBrain-friendly.

The End of Long-Tail Keywords

In the past, it made sense to create tons of pages, each one optimized around a different long-tail keyword. But RankBrain understands that these similar long-tail terms are essentially asking the same thing.

So instead of targeting dozens of long-tail keywords, I recommend focusing on medium-tail keywords instead. These are more broad, high-volume terms that RankBrain can understand in the context of your overall topic.

For example, let’s say you’re writing about the Paleo diet. Rather than creating individual pages for “paleo diet food list”, “paleo breakfast ideas”, and “paleo meal plan”, you could create one comprehensive guide around the medium-tail keyword “paleo diet”.

By optimizing your content around a single, powerful medium-tail term, RankBrain will automatically understand the broader topic and context. And it will reward you by ranking your page for thousands of related keywords.

Leverage Semantic Search

Another key shift is moving away from pure keyword targeting towards a more semantic, concept-based approach. RankBrain is looking at the meaning behind the words, not just the literal keywords.

So instead of obsessing over exact keyword matches, focus on using a variety of semantically-related words and phrases that comprehensively cover your topic. This shows RankBrain that your content is truly comprehensive and addresses the full scope of the searcher’s intent.

RankBrain uses advanced machine learning techniques like latent semantic indexing (LSI) to understand these conceptual relationships. By incorporating LSI keywords into your content, you can signal to RankBrain that your page is a perfect match for the user’s query.

Optimizing for Click-Through Rate (CTR)

As we’ve seen, RankBrain heavily weighs user engagement signals like click-through rate (CTR) when determining search rankings. So how can you get more people to click on your result?

Craft Emotionally-Charged Titles

Emotional titles tend to perform better than generic, dry ones. Research has shown a clear correlation between highly emotional headlines and social shares.

For example, which title do you think would get more clicks?:

Generic: “Productivity Tips: How to Get More Done”

Emotional: “Crush Your To-Do List With These 17 Productivity Tips”

The second option packs more punch and would likely attract more clicks.

Use Brackets and Numbers

Another proven CTR hack is to include brackets or numbers in your titles. Hubspot and Outbrain found that bracketed titles outperformed bracketless ones by 33%. And including numbers in your title can also boost clicks.

For example:

“The [7 Best] Productivity Tips That Will Change Your Life”

“Boost Your Productivity With These 15 Proven Strategies”

Optimize Your Meta Description

While meta descriptions don’t directly impact SEO rankings, they can significantly influence click-through rates. Use your meta description to convey emotion, highlight the value of your content, and include your target keyword.

For example, an optimized meta description might read:

“Struggling to stay productive? This comprehensive guide reveals 17 proven productivity tips to crush your to-do list. Comprehensive research-backed strategies anyone can use.”

Improving Dwell Time and User Engagement

Okay, so you’re getting more clicks. But that’s only half the battle. Now you need to show Google that your content is keeping people engaged and satisfied.

Put Your Best Stuff First

When someone clicks on your result, you want to hook them immediately. That means putting your most compelling and valuable content above the fold, so users don’t have to scroll down to find it.

Go Long-Form

Longer content tends to improve dwell time, since it takes more time to fully consume. But it’s not just about length – comprehensive, in-depth guides that thoroughly answer the user’s query will keep people on your page longer.

Break Up Your Content

Breaking up your content with subheadings makes it much more readable and scannable. Aim for a new subheading about every 200 words to keep people engaged.

Other RankBrain Optimization Strategies

There are a few other tactics you can use to optimize your site for RankBrain:

Leverage Brand Awareness

If people already know and trust your brand, they’ll be more likely to click on your result. Boost brand awareness through tactics like social media, email marketing, and content distribution.

Publish Content in Bursts

Rather than dripping out content slowly over time, try publishing a “content blitz” where you release a ton of new material in a short period. This can quickly establish you as an authority in the eyes of RankBrain.

Refresh Underperforming Pages

If you have an existing page that isn’t ranking as well as you’d hoped, go back and optimize it for RankBrain. Small tweaks to the title, meta description, and content can give it a major rankings boost.

Mastering the RankBrain Landscape

Google RankBrain is ushering in a new era of search, one defined by understanding user intent and delivering the most relevant, engaging results. By adapting your SEO strategy to this AI-powered algorithm, you can position your website for long-term success in the SERPs.

The key is to stop obsessing over individual keywords and instead focus on creating comprehensive, user-focused content that comprehensively addresses the searcher’s needs. Optimize for signals like CTR and dwell time, and continuously refine your approach based on RankBrain’s evolving preferences.

It’s a lot to keep up with. But by mastering RankBrain optimization, you can future-proof your online presence and stay ahead of the competition. So what are you waiting for? Get out there and start optimizing!

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