Google Rankbrain and Search Engine Optimization SERPs: What You Need to Know

On December 25th, 2019 / By Hamzah Khadim

Google recently unveiled a new update it is incorporating into its search engine: Rankbrain. This new update is different from previous updates as it uses “smart technologies,” likened to AI (artificial intelligence). The effects of Rankbrain on SEO (search engine optimization) SERPs (search engine result placements) will influence what types of search results are displayed and their relevancy to the search query.

Before you panic and start to worry about how Rankbrain could impact your SEO marketing strategies, it is essential to understand exactly what it is and what it’s not. First, and foremost, Rankbrain is NOT an algorithm. Rather it is considered, by Google, to be a ranking signal that is then fed into its complex algorithms to display SERPs.

Since Rankbrain incorporates AI-like technology, it allows for users to input unique search queries using a variety of phrases and words and then anticipates potential connections between those phrases and words to better interpret exactly what the user is searching for and is directly related to long tail keyword usage on relevant websites.

Rankbrain is also capable of learning, much like AI, so it will “remember” previous search results and further refine them when presented with a similar query in the future.What exactly does this mean for your business? To begin with, it is important to keep in mind Rankbrain is a ranking signal tied to other ranking factors. Among these, the top ones businesses still need to concentrate on are:

1. On Page Optimization Factors – Each web page has to be optimized correctly using a variety of factors, which we reviewed the 12 most important ones in another blog post, and includes:

• Title Tags
• Meta Tags
• Image Tags
• H1 and H2 Headings
• Quality of the Content
• URLS, and so on.

2. External Ranking Factors – Backlinks and inbound links and the quality of these influence your SERPs.
3. Domain Authority Score – Moz uses predictive technologies to score domains and their ability to rank on Google. Google also uses this score when determining SERPs.

The whole purpose behind the Rankbrain update is to increase the accuracy of search results and create better experiences for users. One noticeable improvement with Rankbrain is the ability of the AI-like technology to identify differences between singular and plural words.

Another benefit of the AI-like technology is its ability to distinguish between brand names, like “Delta,” to provide appropriate search results and understand whether someone was searching for the airline or this brand of faucets. Furthermore, Rankbrain allows for vague questions, such as, “Who was the first to colonize Canada?” with results displaying Samuel de Champlain without ever having to enter in his name.

From a user perspective, Rankbrain makes searching easier. On the other hand, for businesses, it merely means some minor adjustments by incorporating more long tail keywords into SEO and marketing strategies. For assistance with developing appropriate long tail keywords and implementing them correctly, call the Toronto web marketing and SEO professionals at Logik Digital today at 1-866-307-0086!