Why You Should Optimise Your Online Search Marketing Content for RankBrain

19 Mar 2019 / Freeparking Team

It takes an experienced website administrator to understand the little virtual god who oversees search marketing.

As much as we may like to deny it, the amount of revenue of online businesses (e-commerce) and the visibility of our websites are determined by RankBrain.

Introduced by Google on October 26, 2015, RankBrain is the third most important factor in determining website rank and visibility of websites–after content and links.

RankBrain is a self-learning AI, a part of the Google Hummingbird algorithm, whose job is to understand the intent of search users. It reads search queries, examines the context and delivers the best results.  This has improved Google’s performance and largely contributed to making it the most popular search platform–handling 70% of global searches.

To optimise your online marketing content for RankBrain, here are tips you should consider in your search marketing strategy.

         Understand your audience

Since RankBrain is tailored to understand the intent of the user to provide the best results; it only makes sense that you do the same. If your readers are young people who communicate in natural language, you need to deliver your content in the same format.

         Create content that addresses readers’ needs

RankBrain seeks to satisfy search users and therefore only feeds them with relevant content. If your content is fluffy, you are limiting your visibility. Aim to satisfy your reader through your content.

         Use LSI keywords

Gone are the days when having one major keyword on a page is enough to rank well. RankBrain looks at your content and those of your competition to determine which is best for the user. Your piece needs to contain related words to the main keyword. These are known as Latent Semantic Index (LSI) keywords.

         Increase your Click-Through Rates

To determine which website serves the users better, RankBrain considers the number of people who visit your site and follows through with the specified action. It also considers your bounce rate too. Optimise your site for higher conversion and click-through rates to appear on the first page of search engine result pages (SERPs).

Understanding how RankBrain works is very important if you want to improve your search marketing campaign performance. Be intentional with your SEO activities. Improve your content and make sure it is customer-centric. You can also try our Synapse Search tool to know what your customers are looking for.


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