4 min read
Ever since its start, Google has employed simple yet useful algorithms for delivering better results to users.
In October 2015, Bloomberg revealed that a machine-learning Artificial Intelligence (AI), which was named as RankBrain, would contribute to Google search results. It seems quite clear with the advent of RankBrain that Google has its future in artificial intelligence.
RankBrain: How does it Work?
Whenever RankBrain gets an unknown word or phrase that it does not identify, it makes use of similar words or phrases having parallel meanings and then filters out results that are irrelevant. This is done by translating a written language to a mathematical language, which an AI system can recognize.
To cut a long story short, RankBrain derives relations between words or phrases for interpreting more intricate or rare searches, without exact keyword matches. The most important thing about this is that it can then connect these groups of searches with results that are more relevant to searchers.
Why is it Important?
According to research published by Bloomberg, 15% of daily search queries that systems have never seen earlier, and don’t know how to process them, are dealt by RankBrain.
Basically, this complex system has enabled Google in understanding the way we converse with each other for making searching easier to use with technologies such as voice search.
Time after time, RankBrain has exceeded expectations. In a latest analysis, Google engineers were asked to analyze websites and guess how many of them would be ranked high by Google algorithm. The best part was, engineers were correct for approximately 70% of the time, whereas RankBrain nailed it by guessing it correct at least 80% of the time.
RankBrain will not replace search engines soon, but still it is committed to be the third most important ranking factor after content and links. Therefore, along with having strong content and links, RankBrain is the utmost influence that decides how you rank on search engine results page.
It is not clear how many pages are ranked because of RankBrain exactly, but according to Greg Corrado, who is a senior research scientist at Google, it is a “very large fraction” of lots and lots of queries searched every second.
What are the Other 2 Ranking Factors?
- The Content Factor
In 2008, we heard the phrase “Content is King”. But even 8 years, it is still relevant. Content is the source of data and knowledge that all your prospective clients will be reading.
The way in which content is written and presented on a website will impact the user experience, which in turn makes people go through the site, make a purchase, and leave.
Having low-quality content on a website will lead to have low rankings. However, if a website has unique, which is useful and relevant for users, then the site will also be unique, useful and relevant to search engines.
- The Links Factor
Links are considered as essential part of Google’s ranking algorithm. If a website’s content is relevant to other people, it helps the website to get different websites linking to its page. This helps a website to rank higher.
It has been said that the more links, the more commanding and relevant a website is to search engines. Though it is true, this “rule” led to a lot of black hat link building strategies. But penalty algorithms enable search engines to identify spammy links and remove those sites from their index.
Here are a few takeaways from the article:
1) Google has its future in artificial intelligence.
2) Nearly 15% of search queries that systems have never seen earlier, are dealt by RankBrain.
3) RankBrain is the third most important ranking factor after content and links.
4) One must make sure that his/her website has a unique and relevant content.
5) Low quality content on a website leads to poor rankings.
6) One must check if the website has any links to or from spammy domains. If yes, then these should immediately be removed to avoid getting penalized.
Last but not the least, you can’t simply ignore the existence of such a powerful algorithm in your SEO activities.