“RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users.” – Wikipedia
Recently, Google said the top 3 ranking factors in their algorithm were RankBrain, Content, and Links. What does this mean for your business? If you are trying to rank at the top of Google, then these are the 3 most important things to focus on. Let’s talk about those ranking factors and how you can optimize your site for them.
Content: This is text, images, video, etc. It’s any type of consumable content that delivers your brand message to your site visitors. Content must be relevant, useful, contain keywords… blah blah blah. You’ve heard it all before. Let’s get real – your content better be all of that AND amazing. (I bet you thought I was gonna say “all that and a bag of chips”! So yes, if you sell chips, then a bag of chips too.) With billions of web pages, you need to put some solid effort into creating content that stands out. Fluff won’t work. Rewording an article that you found on another website is a waste of your time. Don’t pay $5 for a blog post. You must provide value to your readers. This comes from research and strategy, not from throwing stuff against the wall and hoping something sticks.
Links: It’s like a popularity contest, and the process can be just as painful as it sounds. If you want Google to recognize you as an authority in your subject, and to give you the coveted page 1 ranking, then you better prove to them that you have already gained the attention from others in your field. If other popular websites talk about you (link to you) then Google takes notice.
RankBrain: This is another product of the genius minds behind Google, and their quest to understand semantics. Many years ago, when Google was just a baby, they didn’t understand that “heels” are “pumps”. And that’s why those of us early to the SEO game had to build pages for every…single…keyword…you…want…to…rank…for. Ugh. It felt wrong. And it was. By understanding semantics, Google now can understand that if I use words like pumps and shoes on a page, that I might also be talking about heels and therefore should rank for that. Yay Google! How do you optimize for this? Create great content and talk like a human. The rest will fall into place.
So, stop stressing over algorithms and start creating a content strategy that will set you apart from the competition. This is how you win on Google. Ready to knuckle up and get a powerful agency of bad-ass content strategists behind you? Call us. We’re ready for ya!