The past six months have seen a spike in interest in artificial intelligence (AI). Most of this has been focused on the increasingly widespread application of the technology behind what makes AI work: machine-learning. While the impact of machine learning is being felt in industries all over the world, from manufacturing to advertising, where it affects all of us equally is in the realm of Google search. And Google’s success can be summed up in one word: relevance. These algorithm updates are designed to help Google realize their mission to be the best search engine in the world: by being the most relevant. Of course, in order to achieve this, Google has to collect and collate data on virtually every topic imaginable, while scaling an ever-expanding Everest of information, and managing billions of requests for directions to extremely specific locations. To make this possible, Google introduced RankBrain! But what exactly is the Google RankBrain algorithm update, how does it affect SEO, and what are the key things online content creators should know? Find out in today’s infographic on the topic: Read more: https://expresswriters.com/google-rankbrain-infographic/

1. Google RankBrain
THE RISE OF MACHINE-LEARNING,
& THE FUTURE OF SEARCH
The past six months have seen a spike in interest in artificial intelligence (AI). Most of this
has been focused on the increasingly widespread application of the technology behind
what makes AI work: machine-learning.
The web has become such a part of everyday existence that we barely question it. Part of
this reliance has to do with the success of Google supplying us not only with the answers
to all kinds of queries, but also with providing us a globally accessible portal for business
and commerce.
The essence of this success, if you had to sum up it up in one word, is relevance.
Google’s algorithm updates are designed to help the search
engine giant realize their mission to be the best search engine
in the world by being the most relevant. Of course, in order to
achieve this, Google has to collect and collate data on virtually
every topic imaginable. This task is tantamount to scaling an
ever-expanding Everest of information, while at the same time
managing billions of requests for directions to extremely specific
locations on this mountain of growing data.
THE ANSWER?
Enter Google RankBrain.
WHAT IS GOOGLE RANKBRAIN?
Very simply, Google RankBrain a machine-leaning AI system that
forms part of Google’s Hummingbird algorithm update.
of which 15% (or 450 million) the
search engine has never seen before.
GOOGLE HANDLES OVER
SEARCHES EVERY DAY,
15% 2 BILLION
RankBrain sorts these unique queries into
contextual “entities”, chunks of language tha
have meaning, rather than simply returning
results based on keywords.
RankBrain translates unique queries, ambiguous
sentences, and more obscure “long-tail” keyword
phrases into mathematical vectors, which it then
uses to search for patterns in the gigantic pool of
data that is the web, in order to sort and return the
most relevant pages and results for the searcher.
It essentially searches for common queries and
relates the more complex ones to them, based on
context, and then refining its abilities to make
similar connections in the future.
This aspect of RankBrain that makes is so powerful.
Each search is an opportunity to for it to learn. After
processing each query, the machine-learning
engine makes slight adjustments to itself, updating
its part of the algorithm automatically as it makes
connections and relates complex searches to data
about similar or related searches is has collected in
the past. It then revises search results based on this
new information.
HOW GOOGLE RANKBRAIN AFFECTS SEO
RankBrain is primarily designed to handle the
15% OF GOOGLE
searches that are uncommon, so the impact on SEOis minimal.
What is crucial to understand, however, is that RankBrain represents a significant step forward in
Google’s use of machine-learning and AI to sift, sort and filter search results.
What this means in practice is that SEOs and marketers looking to rank highly in search results need to
pay attention to where Google is going.
In 2015, Rand Fishkin declared that Google is a
“TWO ALGORITHM WORLD”
and that the major impact of the future of Google
on SEO was the fact that optimization had to
account for ranking inputs for machines, as well
as user outputs for humans.
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2
Sticking to SEO best practices means that
RankBrain won’t affect you too much.
Instead of being concerned with the effects of an
algorithm update on your SEO, you should focus
on building your page and creating content for
search engines and human users.
Here’s what #2 means according to the wizard of Moz:
Fishkin also talks about creating “10x content,” defined by::
Onsite SEO has to be optimized for more for
clicks, less for keywords
Go for better engagement by:
Fill content gaps in your visitors’ knowledge
Earn more links and social shares, and
encourage visitors to return
Create content based on user task fulfillment
Making sure your site is as fast as possible
Providing content that satisfies searcher needs
Having excellent UX across all devices
Including features that draw users deeper into
your site
Leaving out features like pop-ups and auto-play
videos that tend to annoy visitors
1 Content that delivers an exceptional user experience
through visuals, layouts, and general design
2 The content should be “meaty”, unique, authoritative,
and trustworthy
3 Content should evoke a positive emotional response
4 The content has a viral quality about it, or at least has
been shared enough to make it part of the wider
conversation in a market
5 Content that solves a problem or provides an answer in
a way that is complete, comprehensive and actionable
These criteria are already being held up as the gold standard for content marketing success, and users are
being trained to expect this higher quality of content from online businesses and marketers
Don’t approach anything related to content marketing online today without a well-developed strategy.
Anything less than a professional, committed approach is going to deliver mediocre results.
WHAT ALL OF THIS
MEANS TO THE ONLINE
CONTENT CREATOR
Here are our top 5 suggestions for creating content that will help you win in 2017:
1 GET SPECIFIC
Google wants the most relevant, accurate and content rich results to
be delivered to searchers. One of the best ways to do this is to get
specific. The major problem with most content out there today is that
it is too broad, which is the result of not knowing your audience well
enough. Find out what their most pressing concerns are and create
ultra-targeted content pieces that address those very specific
problems. Take a specific angle or perspective on an issue, make it
your own and deliver a unique solution for your market.
2GET VISUAL
It’s a given these days that you need great design for your website.
But as the web becomes more visual and users get used to having
a multimedia experience, no only should you start including more
images in your blog posts, because online video is more popular
than ever you should also look to post video content and repurpose
your most popular written content as videos.
3 BE ORIGINAL
This means not only having a unique perspective, angle or opinion
on your industry or topic, it also means being able to deliver original
research as part of your content. Talk to your audience, survey your
email list, and mine insights from influencers in your niche. Then
create stellar content around it.
4GO SOCIAL
This goes without saying in 2017, but to maximize shares and earn
quality, natural links you need to be proactive about promotion.
Instead of focusing on pumping out reams of “good” content all the
time, pour that energy into creating fewer, more valuable content
assets and promote them it relentlessly. Start and join a Twitter chat,
or go live on your Facebook public page.
5 BE INFLUENTIAL
This means not only having a unique perspective, angle or opinion
on your industry or topic, it also means being able to deliver original
research as part of your content. Talk to your audience, survey your
email list, and mine insights from influencers in your niche. Then
create stellar content around it.
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TAKEAWAY DON’T TRY TO TRICK
THE BRAIN: IMPROVE YOUR STANDARDS
1
While Google RankBrain represents a breakthrough in the application of machine-learning, what we
have seen up to now is just the beginning of a new way the algorithm behind search is operating.
2
What this intelligent algorithm will evolve into remains to be seen, which means the best we can do
for now is to keep a close eye on Google in 2017.
3
As far as SEO goes, the best advice from top SEOs is this: stop trying to trick Google and follow
where the search giant is going by optimizing for the future, because the future of search belongs to
the machines.
4
Ultimately, what ranking highly comes down to is simply what Google has always wanted – fresh,
natural, relevant content that solves searchers’ problems and gives them comprehensive answers to
their questions.
5
If you haven’t been doing this, well, here’s your opportunity to up your game. If anything, RankBrain
is a wakeup call to us as marketers that the web has finally grown up and now is simply time to
get serious.