Over the last several years, shrouded in the company’s typical mystique and under cover of darkness, a squad of geniuses at Google have been working on a tool which would help improve search results page called RankBrain. Other pieces make up the algorithm puzzle, also, from the spam fighting Panda and Penguin into Pigeon, which specializes in localized search results page, to Pirate, which helps unearth copyright offenses; Google has a whole host of tools at its disposal. RankBrain is only the newest.
How RankBrain Works
RankBrain was designed with the capability to learn as it goes. When it meets unfamiliar words or phrases, RankBrain makes intuitive assumptions as to what these search words could mean. For consumers, that implies a more accurate search results page even when what their typing in the search field is wacky, misspelled, or phrased unusually. As outsiders, the best estimate is that RankBrain is also a cooperative process. As it processes more unfamiliar terms and partners them with words already in its language, Google’s technology team double checks accuracy and makes any necessary adjustments, and after that releases the updated system to learn even more.
Why Does Any of This Matter?
If you care about search engine optimization, and whether you have a website or any online presence associated with your company, you must know not only your rank but how you got there so that you may also determine how to get better. As we mentioned earlier, Google’s overall search algorithm contains hundreds of parts. Google uses the interpretative data collected by these components or tools signals, and they have consistently refused to disclose what those signals are. They have released a few breadcrumbs, though, like the following verified signals:
- Bolded keywords
- Keywords within a Header Label
- Keywords within a HTML title tag
- Keywords in the main HTML body of the content
- Keywords in the anchor text of a hyperlink
- A site or web page’s PageRank
- And that is just a hint at the 200+ signals which determine your website’s visibility within the search results page
Embracing a More Humane approach to search engine optimization
One day, Google employee Matt Cutts once told the audience in PubCon that rather than pursuing Google’s current algorithm, they should be predicting where that algorithm is going to go. With innovations like RankBrain on the loose, Google’s algorithm can now predict what customers are searching for without having to rely on content stuffed with awkward keywords. Learn from the signs your customers are sending you and keeps upgrading your product, your content, and your general message to reflect your findings. Build out your vocabulary.
This article is brought to you by Results Driven Marketing, LLC, an industry-leading digital marketing agency.