When Google used to release an Algorithm Update, marketers and webmasters would go into panic mode and ask the question “Is my traffic gonna go up or drop down?”
The main Reason Google kept releasing Algorithm Update is that they aren’t always perfect
So, on October 26, 2015, Google released a machine learning (AI) algorithm that Google uses to sort the search results.
So, what exactly is RankBrain?
RankBrain is a machine learning system that uses artificial intelligence to improve search results.
See the thing with Google Rankbrain is that when an engineer make’s algorithm change in Google versus Rankbrain which use machine learning AI
They found out that RankBrain produces 10% more accurate results than the engineer
So, Google is continually updating and making RankBrain Better so that way, it can adjust the algorithm to maximize what you see as a user
Google calls RankBrain, “the third-most important ranking signal contributing to the result of a search query.”
With RankBrain, Google is learning in a very advanced way.
It records what and where people click on and whether they are satisfied with the result when they click or if they just bounce right off the page.Join the conversation - We are talking RankBrain, what it is and how to optimize for it...Click To Tweet
A few years ago, Google had the problem of showing pages for queries or keywords that have never been seen on Google
For Example: Let’s say someone searches “Espresso Candy Flavoured Snickers”
Google would look at all the pages that contained the words “Espresso”, “Candy”, “Flavoured” and “Snickers”.
However Today, RankBrain actually understands what you’re searching for and asking.
And it provides a 100% accurate results of your Query
Some of the Factors RankBrain is looking for in ranking a page are
- Organic Click-Through-Rate of the Page
- Session Per User or Dwell Time (Time on-page)
- Bounce Rate (How quickly someone leaves)
Now that you understand in a nutshell What Google Rankbrain is let’s get into some of the tips on what you should do to optimize your site for RankBrain.
9 Tips To Optimize Your Site For RankBrain
1)UX – User Experience
This one is no brainer if you are looking to optimize your site for RankBrain
Whenever someone searches for something, RankBrain will show a list of results for that term
If a lot of people like one particular page among the other results, they’ll give that page a ranking boost.
RankBrain is split testing your design, conversion, and also user experience
They are searching which versions do user prefer.
If the user metrics score isn’t up to the mark, they’ll drop that page and replace it with a different page.
And they’ll see how it performs, if the user likes it, it will stay and if they didn’t like it, it will drop and the cycle goes on and on.
So make sure that your content is helpful and worth reading.
Google wants to provide the best results so that users have to click on one webpage and don’t have to click back for the 2nd or 3rd results.
You see Googles ideal is to deliver the best service to their users. They want to deliver the best of the best.
It’s important that your webpage copy is fine-tuned.
2) Optimize your Title tag and Meta Description
Mix Up your seed keyword with good actionable words like “How To” “Effortless” “Easy” “Simple” “Top” “Numbers”
What you will find is that by adding these words people are much more likely to click on it.
For Example: Which one do you think will have the better CTR (Click-through rate)?
“How to get free Backlinks” or “37 Awesome Highly actionable ways to get free backlinks“?
Of Course the latter one right!
Also, pack your title tags with emotion. Emotional titles get more clicks.
3) Improve Dwell Time if you want to optimize your site for RankBrain
RankBrain takes the users dwell time very seriously.
The good news is there are many ways you can do to improve the dwell time of a visitor
Here are some of my recommendation
Embed Audio and Video and good quality images to your site.
Rich content keeps people longer on your site and the longer you keep people on your site the better user score metrics you have to which helps RankBrain rank you higher.
Don’t worry if you don’t have videos of your own, you can find other helpful videos on Youtube that are relevant to your content which will help more in relaying your message. Embed them in your blog posts to help reinforce your points.
Drive the conversation and encourage blog comments.
When someone is writing a good long relevant comment then that is time on the page and an improved dwell time.
By doing all these little tweaks here and there you will help the overall increase of dwell time on your site
4) Increase Brand Awareness
Branding develops an image of a company’s products in the minds of consumers.
The stronger your branding is, the more people are gonna trust your site
This is crucial to get a better click-through rate
In fact, data from WordStream found that brand awareness can increase CTR by up to 342%!
Here are some tips on how to increase your brand exposure through Social Media
1) Social Sharing – Encourage your fans and followers to share your posts.
If you don’t have a big following then leverage other peoples followers with ViralContentBee.
2) Create Contests – People love to win something for nothing.
Create a contest on your social media platforms and let your followers share the news.
3) Quality Content – Provides fresh, valuable content creates trust and authority with your online audience.
4) Engagement – To create a brand following and loyal audience, you need to interact.
5) Ask Questions – question posts get 100% more comments than standard posts!
6) Offer a Free Demo – Let potential customers determine your product’s unique value by offering them a free demo or money-back trial.
5) Freshness Of Your Content
This is Super…Super… Important
By this, I don’t mean you need to post new content daily to keep your website “fresh” You don’t have to post daily unless you’re a news website like BCC, CNN, Fox, etc
You can take steps to keep your already published content fresh by just updating it and by answering and replying to comments that you receive.
But of course, adding new content regularly really does keep your site fresh.
More social shares, more click-through traffic encourages others to link to you. this also helps signify freshness.
6) Domain Authority
This is not the most important factor in ranking a page now as you might have thought it would be.
Now with the coming of RankBrain which measures and ranks pages based on user score metrics, dwell time, engagement etc you can find that you can compete with authoritative domains if your content is dam good.
But that doesn’t mean that domain authority is not important.
It is still a big ranking factor when optimizing for SEO.
Do a quick Google search for some competitive queries.
Most of the pages ranking in the front are usually sites of high domain authority.
Google doesn’t want to get too spammed by low-quality domains even if they are publishing fresh content.
And it assumes your low quality until you can prove otherwise.
Rankbrain gives you a fighting chance of competing with high-quality domains.
Domain authority is still very important to do what you can to increase it.
7) Content Depth – Long-form content
Content depth matters.
We all know people generally don’t want to read long pieces of content especially online and they will usually just skim your pages.
However, in-depth informative step by step content which solves the problem and even gives extra important information about it tends to do better in SERPs.
The content should not only long-form but it should solve the readers’ problem.
As a matter of fact, Backlinko analyzed 1 Million search results pages and found out that long-form ranks higher in Google’s search results than short-form content.
Long-form content also delivers many other marketing benefits such as
- It increases online visibility
- Attracts more social shares
- Better link building
- Position your site as a reliable website
8) Research the intent behind every keyword
If you don’t understand the searcher’s intent behind every keyword, you could be wasting tons of time and money, especially for a paid search.
For Example, You site deals with selling iPhones but if your keyword is Just “iPhone” or “Best iPhone”, then the Keyword doesn’t have buyer intent behind it.
They may be checking out just to see it’s latest features, camera, reviews and what not.
So, the chances of the visitor actually converting it into a customer are less.
However on the flip side, if you are optimizing with the keyword “Buy iPhone 7” or “Buy cheap iPhone”
Now, that is where your customers are. You are optimizing for what users are searching for.
If a person is searching for “Buy iPhone 7”, he or she is actually looking up to buy
So, the chances of them buying are higher.
9) Use LSI Keywords
LSI Keywords help Google better understand your page.
For example, we are writing a guide on RankBrain optimization
LSI Keywords are related keyword phrases to your topic like:
- rankbrain SEO guide
- google rankbrain
- optimize for rankbrain
- how to use rankbrain,
- how to use rankbrain
- rankbrain 2018
- rankbrain 2019 etc
And when you include these terms into your content RankBrain is confident that your page is about RankBrain
By adding these LSI Keywords you’re more likely to rank for keywords related to your topic.
By sprinkling these LSI keywords you are basically telling RankBrain that your content is comprehensive.
9 Ways To Optimize Your Site For RankBrain – CONCLUSION
RankBrain has not changed SEO optimization that much.
Google just wants to deliver the best results to the users.
So, you just have to cope up with that to produce content that is worth ranking
RankBrain focuses on rewarding quality and relevant content and that is the type of content you should always be aiming to produce.
According to Google, RankBrain is the third-most important ranking signal in the larger Google algorithm.
Are you going to focus on your CTR? Or Improve your User Dwell time? Or Use LSI keywords?
You should be looking to improve all these areas!
NOW ITS OVER TO YOU!
Have you optimized your site and content marketing for RankBrain?
Let me know in the comments below!
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