Google’s evolving algorithm has used another much-developed system in refining searches – Rankbrain. It’s unsurprising that the search engine giant has once again utilized a separate system to crunch through those billions of daily queries … especially one using a machine-learning system that can comprehend better and work faster.
Rankbrain, as a more reliable search filter, processes and understands queries better using their meaning and context of usage, compared with the traditional keyword page search which encouraged heavy keyword stuffing in the past. Now, many in the online enterprise have been left guessing about the implications.
Let’s get to the point.
Transition to User-friendly Language
Thanks to its more sophisticated system, Rankbrain uses a Natural Learning Process (NLP) which helps computers comprehend human language beyond traditional semantics and syntax. This means that Google now crawls your webpage for content relevance and not just keyword matches.
NLP is used primarily for two reasons: 1) to process bulk volumes of textual and speech language; and, 2) to organize unstructured data. Because of these two functions, NLP has made searches relatively easier for Rankbrain by understanding queries written in unconventional and even “broken” syntax and semantics.
This puts your business in an important area of transition from feeding Google with stuffed content to creating actually helpful and user-friendly content—content made primarily for the audience and not for searches.
In the past, you would often find seemingly misplaced words that didn’t meet syntactical or semantical rules; those are examples of content that Rankbrain now basically finds irrelevant. Content that’s conversational, informative, and uses keywords and semantics should be a top priority for businesses.
Invest in Fresh Content within Reasonable Lengths
Because of its more sophisticated means of processing queries—especially on the language being used upon inquiry—Rankbrain is able to provide fairer search results. Now, apart from the language of the content, businesses should also focus on giving fresh content.
Rankbrain processes search results through user experience (UX) signals, like bounce rate and dwell time, and higher-level NLP competences like content extraction and categorization, subject identification, and thematic modeling. This means that your content is carefully filtered, which consequently makes it easier to sift through the relevance of your content while taking into account its user experience levels.
There is an emphasis to invest in fresh content that is written within reasonable lengths.
Length, well-written content packed with information is appreciated on the web—contrary to the typical misconception that nobody cares to read extensive content. Your niche and the subject you intend to discuss should help you identify whether it needs in-depth research or not.
In a recent study, it was revealed that most results found on Google SERP contained longer content. As a business thriving in the early age of Rankbrain, make use of cornerstone content in your page to firmly establish who you are among your consumers.
Cornerstone content acts as umbrella content which typically covers the major themes of your enterprise. Keep in mind that the content should help audiences easily identify your brand and niche. Ideally, you will have 5 main pieces of cornerstone content which will branch out into smaller, relevant pieces.
Work on your Page’s User Experience Signals
Your UX signals constitute your consumers’ behavior on your page. This is typically measured by the dwell time, click-through rates, pogo sticking, and bounce rate. Apart from the language of your content, Rankbrain also observes these four signals to rank your page.
Your dwell time refers to the length of your audience’s stay and engagement on your page, whereas your click-through rates are the number of clicks your links and backlinks have received. Bounce rates refer to the number of guests who visit a single page of your site, and pogo sticking refers to user activity which involves clicking on your link only for users to return to the initial search results immediately.
All in all, favorable outcomes for these four constitutes as a vote of confidence in the eyes of Rankbrain.
While Rankbrain is one of the three systems used to affect SERP, Google has developed so much confidence in it, it’s relied on for an initial 15% of daily queries in the system. Given this data, your business should make use of proven SEO-optimization practices at all times, taking into account UX signals, the quality of your contents, and links.
A search engine as big as Google is expected to up its game; hence, businesses should aim for improvement as well. While ranking in SERP is, in itself, difficult, ranking with heavy competition makes it harder. Learning measures to favorably increase your visibility around the online market while structuring and implementing a well-researched marketing strategy will help you get ahead of your competition and create—hopefully—a near-perfect SEO campaign.