It is no secret that Google is constantly changing and shaping their search algorithms for search rankings on the internet. And we are not talking a snippet here or there. Google makes significant alterations to its algorithms 500 to 600 times a year! To put that into perspective, Google’s updates equate changes being made almost 2 times a day, making SEO best practices a very hot potato to hold onto.
In 2015, Google unveiled its newest search endeavor, an artificial intelligence machine aptly named, RankBrain. This entirely new shift in search engine optimization brings AI to play an important factor in ranking and search visibility.
Now, businesses are expected to keep up with Google RankBrain and its ever-powerful learning of human behaviors and actions.
Three years ago, RankBrain was in charge of any search query that is entirely unique and has never been made before, constituting around 15% of all searches.
Today, RankBrain is taking part in all search queries in some form or fashion. The percentage number is only going to climb as AI and RankBrain get smarter and even more advanced research from the Google development team arises.
So, What Exactly is Google RankBrain?
Google currently has RankBrain as the third most important factor for search optimization, after content and links. But what is Google RankBrain?
According to an article by Neil Patel, “RankBrain works by taking segments of the entire search and relating them to the most popular searches with those related terms.”
RankBrain’s key objective is to gather a user’s habits and needs while searching and directing the user to the most useful content gathered from their search query. Your search results are going above and beyond to find your exact need, therefore, it’s imperative your website focuses on the user experience.
The biggest change is mobile now surpasses desktop, and voice search is dominating the search world. Your old SEO strategy won’t cut it in 2019 and beyond.
Users are now typing in keywords how they would most likely think or speak, not so much in an analytical way anymore.
Here are some examples:
|Oven-Baked Chicken Recipe||What’s the best way to cook chicken and keep it moist?|
|Atlanta Restaurant Lunch||What’s a good place to grab good food for lunch in Atlanta?|
|Plumber in Atlanta||Who’s the best plumber in Atlanta that arrives fast?|
Clearly, we’re hungry as we write this. But you get what we mean. This means your business’ content has to be contextually relevant to what users want or need. And it’s important to optimize for voice search. Notice, the search inquiries on the right side of the table are based on the user’s specific needs. We want quick, fast answers that are relevant to us. Users on the internet are no longer typing in analytic and short search terms, such as the results shown on the left side of the table. Instead, users are asking search engine user-based questions while talking directly into their mobile devices. Basically, it’s like asking your friend for advice, but on Google.
Now take a look at these search results for “I really want veneers”: