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 their 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 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”:
Notice that the results did not direct the user to a dentist office, dental online provider, or even an explanation of what a veneer is. Rather it listed “pros and cons” and “things you should know” before getting veneers. This shows how Google is taking the user’s needs first and foremost above all other factors. Your website needs to be meeting those needs as the forefront of your online presence.
Now, let’s look at the results for “Best veneers in Atlanta”:
Notice that the results yield zero information on what a veneer is, how it works, how much it costs, etc. These search results are not necessarily providing value. Rather, it lists the highest ranking dental practices in the Atlanta area. However, with Rankbrain, Google understands your specific need and assumes that if you are searching “best veneers in Atlanta”, you as a consumer are ready to make an action. Therefore, Google yields you results to find the best dental office to get your procedure done.
Google is taking all steps towards a user experience driven search world. Your business’s website must now become authority in your field. Content is still king, but the context of that content now must be scrutinized, maintained, and altered as the user’s patterns and needs are brought to light.
Slow and Steady Wins the Race— The Google Race That Is
Your goal is to slowly climb to the top. According to Neil Patel on the topic of how Google RankBrain works, websites with good SEO don’t just slide from page 10 to page 1 overnight or even in a few weeks. Building great things take time. If an SEO agency claims they will get you to the top in no time, turn the other way. Good SEO and optimizing for Google RankBrain takes time. Slow and steady wins the race.
Your content must provide value.
Google RankBrain is tracking all of them, and having a dedicated content marketing strategy and team in place is crucial to keeping up with the 3.5 billion Google searches a day by users.
Google’s algorithms are always changing, and your business’s website must keep up to stay afloat in the online world. Trying to optimize your site for search engines in 2019 is one daunting task.
For more information, read our blog article on the top SEO mistakes to avoid in 2019.
At SolutionBuilt, our in-house SEO experts build a custom strategy based on your unique needs. We start all SEO campaigns with a custom strategy that includes keyword and market research, goals and timeframes setup, lead and goal tracking setup, execute SEO campaign, collect and evaluate data, and more. This helps establish a strong framework and drive quality conversions. We design and manage Search Engine Marketing (SEM) solutions that make your website findable and drive quality website visits and conversions.