It’s a no-brainer that Google’s RankBrain system has become a major influence on marketers and SEO specialists alike. Google has even announced that its artificial intelligence is the third most important ranking signal for search results. Knowing this information, marketers should be optimizing their content not just in the case of keywords but for Rank Brain as well. In order to get the most out of SEO with Rank Brain, here are a few factors you should consider.
- Content Creation for Humans – Remember that when you are creating content, you should be creating it for your audience and potential clients and not for Google bots. Humans will be the ones actually reading your content, so the information needs to be helpful to what they are searching for. Since RankBrain is helping Google deliver more concrete results, it is learning how people are searching. Knowing this, you should focus on writing content that will answer problems people may have, as well as cover topics people would normally search for your industry.
- Voice Search – With the increase in mobile usability and mobile searches, it is important to create content and optimize with voice searches in mind. More recently, there has been a rise in voice searches when people use their mobile device when performing search queries. Since RankBrain is here to help provide the best results depending on search, its important to tailor your optimization as to how people will search for something using natural language with voice commands. Knowing what voice commands are used for, your industry can help with content creation and you can include phrases that might show up in a search query. Having those phrases in your content will ultimately help you rank higher in search results.
- Links – Just like you would with general optimization, including good links in your content, will also help optimize for RankBrain. As it is part of the top three most important ranking signals, it is a probable variable to RankBrain in determining ranking along with search queries. Remember that quality is better than quantity when it comes to link building within your content.
- Frequency – Focusing on certain keywords is a good practice within SEO to get a good ranking on search results. To really capitalize on your ranking, in accordance with RankBrain, you should also focus on which terms or phrases will most likely be reoccurring. In addition, marketers should focus on how relevant the phrases they are using are to how your audience will search within the industry. As RankBrain uses co-occurrence to show the most relevant results to users, using frequently used terms as well as semantically related terms.