RankBrain is machine learning AI(Artificial Intelligence) system that helps Google to provide more relevant search results for the users. If the RankBrain is not able to find the exact word, then it finds the similar words or phrases and shows it up in the result, making the search result more effective.
RankBrain is just a part of Hummingbird algorithm used by the Google. So it is important to know about Hummingbird. Hummingbird is a search algorithm used by Google. It was introduced in August 2013 and was named as such because of the ‘faster and precise’ movement of the bird, which Google says is what exactly the algorithm does with respect to search results.
Gianluca Fiorelli, an SEO strategist stated that Hummingbird will be able to judge the context, in order to determine what the user is trying to find out. This is called as ‘Semantic search’. Previous search algorithms used to display the results depending on the each word which has been typed, whereas Hummingbird understands how each word will make up a complete sentence rather than the particular words.
How does Google RankBrain affect SEO?
The Hummingbird does not really affect the SEO in any major way. However, it does help in the removal of the black hats, who are going to claim false information such as they can put up your website on the Google search results within a week.
However, there are some things in RankBrain which will affect the SEO, especially the keywords which are going to be used. When the keyword has been defined, we have to make sure that the customer is using the similar keyword for their search result. If the keywords are defined which is not going to be used by the customers then the whole content of the site is pretty much useless.
Before the Rank Brain was introduced, Google used the mathematical algorithm which would determine the search rankings and this algorithm used to be constant until the next update. But with the help of RankBrain algorithm, this algorithm is dynamic, which will keep on learning and changing by itself.
RankBrain will interpret the complex queries which has been provided by the users in order to return higher quality results that are most relevant to the information required by the user. In fact, RankBrain will apply meaning to the concepts and terms that the Google does not already have context for, thereby moving towards more natural language usage than entirely depending on the keywords used.
All this implies that the content which has been created should be relevant to what the users are searching for, because in the near future, there would not be much difference in how the users read the website from how the Google reads it.
Signals for Ranking
Google determines how to rank web pages through signals. There are mainly 200 types of ranking signals used by Google again evaluated as up to 10,000 sub-signals. Hummingbird algorithm gets all these signals processed and it figures out which pages Google show in response to various searches.
Example: Google reads the words on the web pages as a signal. Words having different fonts might be another signal for Google. There are many things such as being mobile friendly also sends the signal. Every web page gets a ranking score called PageRank.
As within the few months of RankBrain’s deployment, it has become the third-most important signal contributing the result of a search query, said Greg Corrado, a senior research scientist. He also added RankBrain is one of the “hundreds” of signals that go into an algorithm that determines what results appear on a Google search page and where they are ranked.
RankBrain being the third-most important signal for ranking, you must be wondering about the first and second important signals. The first and second important signal turn out to be Links and Contents. Links, Content and RankBrain themselves each are made up of many sub-factors. But these are the overall top three, officially confirmed by Google itself.
Here is the video link: https://youtu.be/l8VnZCcl9J4
How RankBrain Works?
RankBrain is machine learning AI(Artificial Intelligence) system that helps Google to provide more relevant search results for the users.
Google has been responding to the search queries beyond the exact terms someone enters for a very long time. The stemming algorithm is the reason behind Google search intelligence, gaining both synonym and conceptual smartness. If the user is searching for “sneakers”, Google understands that the user also meant “running shoes”. Conceptual smartness has given the power so that it can distinguish between “Apple” the information technology company versus “apple” the fruit.
- Knowledge Graph
Knowledge Graph is actually a database which contains the semantic-search information collected from the variety of different sources. Knowledge Graph display was added to Google to improve its search engine’s result having been announced in 2012.
Knowledge Graph contains all the facts about things in the world and relationships between them. Google understands really well when someone searches for “Steve Jobs” , they probably mean the founder of Apple Steve Jobs, an actual person having connections with other people, places, and things.
Here we have searched for “which computer steve jobs named after his daughter” and result in pops as “Apple Lisa”.
RankBrain Refining Queries
Google mainly depends on human work for refining queries. Though some automation is involved but largely dependent on human effort. Methods like creating stemming lists or synonym lists or database creation involving a connection between things are done mainly by human beings.
Google nearly processes three billion searches per day. It means that Google search scratches its brain every day three billion times and retrieves search results within a delay of few seconds. In 2007, Google saw nearly about 20 to 25 percent of the unique queries. The number came down to 15 percent in 2013.
Multi-word queries or “long-tail” queries are more complex. RankBrain helps to better interpret these complex queries and translate them properly in the background in such a way that best pages for the queries can be found easily.
It has the unique ability to identify the different pattern of words and understanding the relationship between them. Future searches related to the existing topics and producing suitable results for users are also some additional features of RankBrain.
Giving big and senseless queries in Google search also retrieves the result.
Again when the query was made like “people’s car” then we got an exact match for it.
RankBrain is actually not an algorithm update like Panda, Penguin, or Hummingbird. RankBrain has improved in bringing the relevant user results and it is very important to recognize RankBrain’s modification does work in conjunction with Hummingbird.
To understand RankBrain completely it required for SEO experts or Digital marketers to learn what semantic webs is and it's working. Google is up for a high degree of certainty and RankBrain is here for fulfilling its wish.