Google is constantly updating its algorithm. The search engine is on a never-ending quest to find the most relevant and meaningful search results for its customers. Google has come a long way from its beginnings in 1996. It started as a research project named “BackRub” by Stanford University graduate students Larry Page and Sergey Brin.
Once Upon a Time
In the early days, a web page could rank high in search results based on keywords, visits, and links alone. But as time went on, some webmasters found ways to play the system in their favor by keyword stuffing and using link farms. This created poor experiences for searchers. That was bad for Google because they wanted to be the best search engine available.
It is well known that Google keeps information about its algorithm well guarded. And only revealing the bare minimum to the online marketing and advertising world. Google continuously updates its algorithm in its quest to deliver the best results possible for people using it. With over 200 variables, and various significant updates with code names such as Possum, Penguin and Panda targeting specific search issues, Google not only wants to make search easier and more relevant, it also wants to block those that would choose to use “black hat” search engine optimization strategies and techniques.
Key Element Missing
But even with all the complexities woven into Google’s algorithm, it wasn’t able to capture if the content was well written for human consumption. Those content creators and webmasters that wanted to check off all the marks for keeping Google’s algorithm happy were often left with content that was, for lack of a better word, flat. Their content may have been grammatically correct, and it had the keywords, but sometimes in attempting to max out on pleasing Google’s search engine algorithm, the writing was bland or almost robotic in its feel. And although search engine optimized content written in that manner will rank high in search results, it can be boring and un-engaging.
In short, writing to maximize search engine optimization can make for some bland reading if you are a human. Google recognized this and set out to improve the algorithm’s capabilities at identifying not only fresh and original content but also content that was engaging for humans too.
Enter Google RankBrain
Launched in 2015, RankBrain is a machine learning system that helps Google’s algorithm process results. Machine language – for those who are curious – is a type of artificial intelligence (A.I.). It can learn new material or data without having to be programmed to do so. The advantage of systems built on machine language is that the program can teach itself and adapt when new data is encountered. Just how important is RankBrain to Google’s ranking algorithm? According to a 2015 Bloomberg Business interview with Google executives, RankBrain is the “third most important factor” in its algorithm after links and content.
Search Engine Optimization for RankBrain
So what should online marketers do to make sure they are hitting all the marks? Just keep creating fresh, meaningful content. Moreover, Google’s algorithm is getting more advanced. The search engine is able to gauge the quality/readability of the content of a human reader. That is great news, or else everything on the web would all read the same. That would get boring and redundant – fast.
One last key benefit of RankBrain for the good guys is that RankBrain will be able to spot bad content, duplicative content (content farm material), other “black hat” SEO techniques and Spam factors much faster and rank it accordingly – down. This will help the good guys stand out even more.
Optimizing Content Takeaway
RankBrain is a very important factor when undertaking search engine optimization for your site. It is self-learning and will process information much faster than previous parts of Google’s algorithm. RankBrain’s ability to analyze and value words that it hasn’t encountered before will help it to better identify nuanced and personalized content writing. RankBrain and the recent updates to Google’s algo reinforce the point that fresh and relevant content is still king!
Do you need help creating fresh and relevant content? IMPROZ can help you! You can contact us or leave your comments so we can start a conversation.