Google has announced that it will now rely on an artificial intelligence system called the RankBrain. This new development might come as yet another painful and uncertain announcement for many businesses who are trying to make a mark in our digitised world. The RankBrain will be used to monitor Google’s search results, encourage progress wherever needed and assist the development of search algorithm. Only recently, has Google diverted all of its queries to RankBrain for processing and even though the general user might see no change, the information handled by RankBrain will make the web a better and easier place to browse.
In the simplest form, RankBrain is an artificial intelligence system that is applied and used with Google’s existing search engine algorithms to offer great results to user queries. It uses advanced mathematical processes and cutting-edge language semantics to better understand how and why people search. The results derived from this study are then applied to future search results. Instead of being pre-programmed, RankBrain updates itself over a period. Consider it to be an exceptional robot that surveys for the best parts to keep itself well-maintained, rather than relying on an outside human.
Can RankBrain Be Considered As The New Ranking Signal?
According to an original Bloomberg article, the RankBrain is considered as the third most important tool in identifying the ultimate rank of a certain page. Google is exceptionally secretive about its ranking algorithm mechanics, which is why we have no clue about the top two ranking signals. Although businesses are aware of the current algorithms present that determine the page rank, the importance needs to be drawn upon RankBrain and how it can impact future search results.
How Will RankBrain Enhance Search?
One the crucial improvements that RankBrain will bring to search experience is the evaluation of unclear, unrefined or unambiguous queries. Examples of such vague and complex queries include “What’s the consumer title at the top level of a food chain?’ or the ‘highest level of the food chain.’ Even though the latter is managed by Google’s search algorithm but it can only do so much for the former. RankBrain hopes to learn and handle such queries over time by correlating specific vague phrases with shorter terms to better comprehend user purpose.
How is RankBrain Helping SEO?
Although it is considered to be the third most important ranking signal and its impact on future results, RankBrain hasn’t significantly influenced SEO. It primarily focuses upon better understanding of complex, unclear and unrefined long-tail queries, which might create small ranking impacts. When it comes to SEO practices, RankBrain might not be all that influential, so stick to traditional best practices is the norm for SEO. It won’t bring any substantial changes to your current SEO campaign, so for all those worried about RankBrain’s impact on their SEO efforts, you no longer have to worry for now.
RankBrain being new will develop over time and even though as a consumer, you might not see great changes, it will bring many developments to search algorithms, which might mould future search results.