RankBrain does more than just understand language. That said, we dug deep to provide clarity on what RankBrain is and how it impacts search results.
Google’s understanding of human language is made possible by several breakthrough technologies in artificial intelligence and machine learning.
Launched in 2015, RankBrain was the first of said breakthroughs. It allowed Google to return results for queries with no previous record of searches.
RankBrain’s functionality has evolved since its initial introduction. It now allows Google’s algorithms to do something that humans do instinctively: relate words to real-world concepts.
In the days before RankBrain, Google interpreted words literally. It didn’t understand synonyms or figurative meanings.
That limited both the quality and quantity of search results Google could provide.
The ability to interpret what humans mean when they write queries in natural language marked a significant milestone for Google Search.
RankBrain does more than understand language; if you need a hint at its other function, it’s in the name: Rank.
In this article, we’ll investigate the claims around RankBrain as a ranking factor, providing clarity on what RankBrain is and how it impacts search results.
The Claim: RankBrain As A Ranking Factor
RankBrain is a technology that seems to impact how Google returns search results.
Due to its association with search, many people consider RankBrain a ranking factor.
Without knowing what “RankBrain” means, people new to SEO may assume it refers to a technology Google uses to rank search results.
That assumption isn’t far off, but not every component of Google’s search algorithm is a ranking factor in and of itself.
The following section goes over what Google designed RankBrain to do and how it assists with answering queries.
The Evidence: Is RankBrain A Ranking Factor?
RankBrain is an artificial intelligence (AI) system introduced in 2015 to help Google return results for queries without previous search data.
That changed sometime between the spring of 2015 and 2016. Google announced an update to RankBrain, which integrated AI into all queries.
Wired revealed this information in an article that notes Google isn’t clear on how RankBrain improves all queries, but it does affect rankings.
RankBrain allows Google to solve problems it used to run into with traditional algorithms.
Contrary to popular theories about how RankBrain works, it does not use data gathered from users’ interactions with a webpage.
RankBrain relies more on data gathered from users’ interactions with search results.
In short – RankBrain is a machine learning system that allows Google’s search algorithm to deliver more relevant results.
RankBrain accomplishes this through an improved understanding of ambiguous queries and long-tail keywords.
RankBrain uses data gathered from users’ interactions with search results to predict which pages will likely get clicked on for a brand new search query.
Practical Example From Google’s Vice President of Search
In addition to returning results for ambiguous and never-before-seen queries, RankBrain is capable of connecting words to concepts.
Our Verdict: RankBrain Is A Confirmed Ranking Factor
Google has confirmed that RankBrain is used to rank search results and is involved in all queries.
In 2016, Andrey Lipattsev, a Google Search Quality Senior Strategist, said RankBrain was one of the three most important ranking signals (along with content and links).
RankBrain continues to play an essential role in search results today.
RankBrain differs from traditional ranking factors in that there’s not an obvious way to actively optimize for it.
How do you optimize for ambiguous keywords or queries that no one’s ever entered into Google?
The only option is to provide Google with as much information about a page as possible, which site owners should do anyway if they create holistic content for users.
Content Source: searchenginejournal.com
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