RankBrain is a machine learning (AI) algorithm used by Google to sort search results. It was introduced in 2015 to rank webpages. According to Google, RankBrain is its third most important ranking factor.
The way that RankBrain works is that it will take into account what terms are being searched for, which search results are being clicked on, and if the searcher goes back to the search results page or stays on the destination website. The algorithm uses this data to determine which websites fulfill the searcher’s intent and will rank them accordingly.
To optimize your website content for RankBrain, follow these tips:
- Include a call-to-action in your meta title or meta description to encourage clicks to your website listing.
- Create informative content that fully satisfies the user intent of the search query you want to rank for.
- Write content for humans, not algorithms.
- Incorporate the use of long-tail and medium-tail keywords that may not have as high of search volume, but very clear user intent.