Clever ways to optimize your website for RankBrain
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RankBrain used a set of databases based on people, places, and objects (also called entities) to define the algorithm and its automatic learning processes.
These words (queries) are then decomposed into word vectors using a mathematical formula to give these words an “address”. Similar words have similar “directions”.
When Google processes an unknown query, those math relationships are used to better match the query and return multiple related results.
Over time, Google refines results based on user interaction and machine learning to improve the match between users’ search intent and search results returned by Google.
It is important to note that the words the search engines used to throw the words “and” or “they” were not included in the RankBrain analysis. RankBrain is also designed to help understand queries to get the best results, especially for queries with negative targeting. For example, queries that use words like “no” or “no”.
But if you’re still writing good content, you’re probably wondering what else you can do. What can this “advantage” bring you? How can you optimize this “classification signal”?
This answer to this question is not an answer, but another question:
Why would you try it?
RankBrain can be beneficial for some unique use cases. For most sites, however, the time and energy spent on classifying an unknown Google query (that is, nobody uses it) would be much better used for other tasks.
In fact, not only is it trying to optimize a query that few users are using, it is constantly changing.
RankBrain results should change and provide better results. Therefore, optimization is an attempt to constantly hit a moving target.
The best advice? Follow the advice of Illyes.
You must write good content.
You must make sure it sounds natural.
this is how you can optimize for RankBrain Algorithm
If you want to obtain a good rank in Google searches, you need to optimize your website and content for RankBrain. In the absence of these techniques, your website might quickly lose relevance and you’ll notice a drop in your click-throughs.
How big of a difference are we talking about?
If a website’s click-through rate decreases, the amount of user data for the website decreases. When that happens, RankBrain has fewer data points to judge its relevance.
That means that your website won’t show up in the top results. Over a period of time, your visibility will be greatly reduced.
How quickly can this happen? Quicker than you think. As Google’s confidence in RankBrain increases, you’ll soon see that your old SEO tactics are no longer bearing fruit.
So, how can you optimize your website and content for RankBrain? Here are a few surefire ways of getting RankBrain to work in your favor.
1. Build Your Website’s Reputation
Spend some time to understand what your audience likes to read. What type of content do they spend more time on?
For example, if your target audience is new moms, they’re most likely to be interested in topics related to infants or toddlers. Understand what your audience likes, and create more content around such topics.
However, creating content isn’t enough. To build your website’s reputation, you need to work on obtaining quality backlinks. You can guest post on high-authority websites that have a similar target audience. This can give you more traffic as well as greater visibility.
Try to create content that’s engaging. Feel free to embed videos, images, gifs, or any other media content. This can help you increase engagement which helps to build your reputation.
The more time a user spends on your website, the more relevant it appears to RankBrain. You should also share your content on social media to get greater engagement.
2. Optimize for Medium Tail Keywords
The way RankBrain works, long-tail keywords are likely to be history soon. Earlier Google used to fetch results based on exact keywords used. So, you would get different results for “best speakers for computer” and “best computer speakers.”
However, RankBrain understands that both these search queries mean the exact same thing. So it gives the same search results.
The best way to optimize for RankBrain is to optimize for medium-tail keywords. Optimizing for medium-tail keywords provides for automatic optimization for long-tail keywords in RankBrain.
This also requires you to create more quality content. This makes it easier to optimize it for medium-tail keywords.
3. Create Content that Addresses User Intent
RankBrain puts the focus back on content. If you have good content, you can easily optimize your website.
If your content is not good, your click-through rate (CTR) will drop. Readers will not come back to your website and it will lead to a lower ranking in RankBrain.
It might seem like RankBrain is making it tougher for websites to get better rankings. But there’s a silver lining to it.
You don’t need to focus too much on finding relevant keywords. If you’re writing an article about desserts, RankBrain will pick up “desserts” and its related terms as keywords. So, words like “sweets” and “sweet dish” will also be considered as keywords.
With RankBrain, your article might rank for queries related to desserts as well as sweet dishes. So keyword density shouldn’t be your focus anymore.
You should focus more on addressing user intent through your content. This is because quality content is all that matters for readers. Quality content focused on user intent will bring in higher CTR.
Since RankBrain improves the quality of search results, it also collects information about user satisfaction.
For example, someone clicks on the #1 result for a query but doesn’t find it useful. Then they click on the next result in the SERPs. And they continue to do so until they find what they are looking for. When they do find what they want, they stay on that page longer. And that is an indication of satisfaction.
As a result, those results towards the top may notice a drop in their rankings. Also, the one that was able to satisfy the user’s intent, gets a boost in rankings.
So it’s important to make your content informative, engaging, and useful. Try to pick topics that your target audience might be interested in and write longer, useful content that answers all possible questions about that topic.
4. Increase Your Click-Through Rates
Google’s quality score algorithm rates your website based on your keywords and quality of content. The click-through rate is an important part of the quality score algorithm.
It gives an idea of the overall user experience of the website. The higher the CTR, the better it is for your website.
As RankBrain learns from human decisions, you need to ensure that users click on your links. A higher click-through rate is critical for the success of your RankBrain SEO strategy.
A great way of getting a higher CTR is to ensure that your content is well-written. You also need to optimize your landing pages to increase your CTR.
Wikipedia has a high CTR, authority, and a great reputation. And so, it ranks higher in Google search results. Wikipedia outranks a really large number of websites. This happens because the website’s content is relevant, engaging, and people come back to it.
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