RankBrain is a machine-learning artificial intelligence algorithm built into Google’s core algorithm to improve the accuracy and quality of search results. Machine learning is where a computer teaches itself to do something rather than being taught by humans. Artificial Intelligence is where a computer can be as smart as a human being in the sense of acquiring knowledge from being taught and from building on what it knows.
RankBrain has been incorporated into Google’s core algorithm. It is a component of Google’s core search algorithm known as Hummingbird.
Here’s what you need to know about RankBrain
A major ranking factor. Google calls RankBrain the 3rd most important signal behind content and links.
Interprets complex search queries. RankBrain’s initial role was to interpret the specific intent of complex long-tail queries rather than focusing on individual keywords used in the query. Today, Google uses RankBrain to process every query handled by the search engine.
Converts keywords into concepts. RankBrain works by converting search terms into topics and ranks pages that comprehensively covers the theme.
Analyses user engagement signals. RankBrain identifies the best pages for given search queries by looking at user experience signals such as organic clickthrough rate, dwell time and bounce rate.
Ascribes quality score to webpages. RankBrain analyses web pages for relevance by assigning a score of between 1 and 10, which 1 being least relevant and 10 being most relevant.
SERP CTR is key. RankBrain analyses SERP clickthrough rate and determines whether users are satisfied with the result by looking at user engagement signals such as dwell time and bounce rate.
Increase CTR with emotional triggers & power words. Using emotional triggers, power words and brackets in addition to relevant keywords in your title and descriptions can effectively increase your SERP CTR for RankBrain.
LSI Keywords. Using LSI Keywords in your content gives RankBrain the context needed to fully understand your page.
RankBrain loves long form content. Optimizing for RankBrain involves publishing long form content that comprehensively covers the topic you’re writing about.