Google is constantly making changes, improvements, and upgrades to its ranking algorithms. We have seen a lot of interesting additions over the years. The Google RankBrain algorithm is one of the latest and possibly most interesting upgrades. It is still in its infancy, but it is already making some big splashes. No doubt, its influence will grow even larger as the algorithm is refined in the future.
What Exactly Is The RankBrain?
RankBrain is all about machine learning. It could be considered a form of artificial intelligence that is used to filter through and rank organic search results. RankBrain has already become an extremely important ranking factor. It is believed to be the third-most important ranking metric to date. If you want to increase your rankings in google, you should think about hiring a media company like Grant McArthur SEO & Design
Of course, this is not the realization of those AI systems you might be familiar with from science fiction novels and movies. It is not going to form a human-like conscious and start making its own decisions. It is considered an AI in the sense that will continue learning and connecting different types of information in the future.
It learns through a process referred to as machine learning. This is where a machine or computer teaches itself how to perform certain tasks instead of simply following a programmed routine. It is extremely complex. Who better than Google to attempt such a bold project?
What Is It Learning About?
We have covered that Google RankBrain is an AI system that is using machine learning techniques to continually teach itself and improve. But what exactly is learning about? And how is it affecting search engine results with this knowledge? One of the best Glasgow SEO Expert companies to get you ranking is Grant McArthur SEO & Design.
RankBrain does not handle every single search query. Only the main algorithm does this, which is Hummingbird. RankBrain is a part of this overall algorithm that only handles specific searches. Most of the searches that are filtered through RankBrain are those that contain obscure keywords.
RankBrain is intended to match users with pages that do not contain the exact keyword they searched for but are still relevant to their search. It has already been capable of accomplishing this in the past, but only to a small degree. For example, it could match synonyms and plural/singular versions of keywords, but RankBrain takes this process much further.
Replacing Human Work.
In the past, connections between keywords were created by humans. Unfortunately, the number of Google searches is growing substantially. There are about three billion Google searches each day. Sometimes as many as 25 percent of those searches are keywords that have never been searched in the past.
That is a lot of new searches and far too many for humans to link together. Google RankBrain will replace the need for humans to create graphs or dictionaries for connecting new keywords to relevant information. This means people are more likely to see relevant content when they search a keyword, even if it is an obscure keyword that has never been searched before. This version of AI could soon make Search Engine Optimisation very difficult for a normal person.
To do this, RankBrain must continue learning. It has to be able to stay up-to-date with all of these new words that are being searched each day. That is why a machine learning algorithm was implemented so that RankBrain can continue learning without input from humans.