What Is RankBrain?

RankBrain is an addition to the existing Google search engine algorithm based on artificial intelligence (machine learning) that was initiated at the beginning of 2016.

What does RankBrain do?

Google has stated that their search engine algorithm is based on hundreds of different “signals” or factors that together determine a webpage’s rank in a search. They have suggested that RankBrain is the third most significant signal after the content on the page and the number of links on a page. The common wisdom is that RankBrain works by associating the search terms with long-tail keywords that other searchers have used in the past. The idea being that the algorithm can help searchers get to the pages they’re really looking for, even if they don’t really know that’s what they want when they input their original search terms. In essence, it creates patterns from past search user behavior to guess at what people are really searching for when they input keywords.

How Can People Adjust SEO Techniques to Account for RankBrain’s Influence?

The Best Chance for SEO Success is High-Quality CTRs

When it comes to paid advertising, Google Adwords has a Quality Score algorithm that rates the quality and relevance the keywords and AdWords ads. Click-through rate (CTR) measures the relevance for each keyword compared to its ad group, landing page relevance and quality, and relevance of the ad text.

To beat the Quality Score algorithm, you need to beat the expected CTR for your ad spot. You need to exceed AdWords’s expectations to prove that the ad is relevant to users. When it comes to organic search you will need to optimize your webpages for relevance to your keywords.

Optimizing Your SEO Headlines and Descriptions to Beat the CTR

It takes more than just having your keyword in the title, you need to optimize the title around that keyword. The most effective way of optimizing your keyword title is to leverage emotional triggers. Any combination of words that evokes some kind of emotion will get your target clicking your page.

Optimize Your Page for the All Important Conversion Rate

Conversion rates are one of the most important metrics in SEO. This is more than just pushing the add to cart button, and is also measured by the time spent on your site, the number of pages visited, and so on. You need to design your content so that it keeps people on your site and clicking through pages willingly to access your content.

Use Social Ads to Increase Your CTR and Searches

Someone who has already visited your site is twice as likely to click on your ads if they visit again. You can make numerous Twitter and Facebook ads which will keep routing the same customers back to your site. This is called “retargeting”. Not only that, these ads are incredibly cheap for the amount of exposure you get. People who are already aware of your site and increase their familiarity with what it offers will be more likely to select your result in SERP when you want them to most, and you will achieve much higher conversion rates after they have selected your site.

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