Right now, Google uses a machine learning system called RankBrain. What does RankBrain do? Well, it basically processes every query handled by the search engine. At a recent meeting on machine learning, it was specified that Google might be somewhat puzzled by the whole idea of improving search results. Nevertheless, RankBrain can do more than just confuse. The system is all about “getting involved” and affecting rankings. The good news is the algorithm has proven to be extremely efficient because it is closely tied to page headlines.

A closer look at RankBrain

RankBrain is very much like a query refinement tool, and Google seems to be extremely fond of it. It uses it for nearly every search to understand that search. Then, it might alter the results, and the order of those results. Better described as a signal, the algorithm will soon enough be able to take down spam and block all black hat practices marketers use for SEO. It’s safe to assume that RankBrain is just the beginning of advanced machine learning. Considering that Google has been fighting spam for decades, it’s quite a surprise that the system is not 100% dedicated to black hat tactics. But it will get there, eventually.

Incorporating RankBrain into your SEO strategy

How can RankBrain affect an online marketer’s SEO strategy? And if it can influence SEO, how can people use it to their advantage? First, you need to start looking beyond the mere definition of SEO and optimization led by keywords. RankBrain doesn’t work in a literal sense, following keyword after keywords. Instead, it follows the patterns and it assess what users input in a search engine’s search box; then it tries to interpret what the users meant. So, rather than focus on crafting content and pages focused on a single key phrase, marketers should center their attention on a keyword phrase that is directly linked to all the other keywords on their website.

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Avoid stuffing your content with keywords

The point of SEO in no longer linked to stuffing your content with keywords. What matters is to craft amazing content that packs long-tail keywords in the most natural way possible. Your text must be readable, and users shouldn’t be able to realize that you’ve focused on anything. Everything must flow naturally. For example, if you choose to include the terms “define goals”, “setting goals”, “goal setting”, and “how to set goals”, just make sure you don’t repeat yourself too much.

RankBrain can be affected and influenced

Google aim is to feed RankBrain with raw data – offline data, in particular. What does this mean? Basically, that the algorithm doesn’t learn using the internet. Google gets to decide what sort of data RankBrain gets. This means that core terms such as ‘inbound marketing’, ‘link earning’, growth hacking’, and ‘inbound marketing’ might actually tell Google that you’re highly authoritative, and that your site matters.

Trends in SEO using RankBrain

Websites that focus entirely on quality content and relevant topics have increased chances of experiencing improved rankings. However, these websites must constantly strive to improve the quality of their content to become visible and get a spot on Google’s page 1. The best way to achieve this is with a blog. Have an official website for your business, sell your products, and advertise on social media. But make a special blog to share insights; write from the heart, and focus on quality to grab Google’s undivided attention.

Don’t lose your focus and strive to improve your website – center your attention on microdata, website speed, and SSL. These are key aspects that can’t be overlooked if you want to do SEO link building the right way and rank on Google’s first page. Last but not least, don’t forget about SEO practices that will never die: answer questions and comments on social media, write complete posts (well-researched and proofread), and publish content regularly (but without being too persistent).

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RankBrain has potential and Google knows that. The algorithm has just been released, and it is still learning. Soon enough it’s safe to say that spammy websites with low-quality content will vanish, or at the very least will no longer be featured first with no reason.