In 2015, Bloomberg revealed Google’s plan to switch its web search to AI machines with Rank Brain. Since then, the machine learning AI system has become an important part of the SEO world. You can tell that the machine is better at tackling unfettered queries, especially when you’re not sure what the query means. Initially, Rank Brain existed for only 15% of Google queries. However, over time, the AI system has expanded considerably to affect the majority of Google search results.
How does it work?
Rank Brain leverages AI to convert textual search queries into mathematical entities, called word vectors. These vectors or distributed representations can be easily grasped by the computer with the help of their unique coordinate addresses. Put simply, if the AI machine comes across an unknown word or phrase, it does the guesswork to find other words or phrases that have a similar meaning and gets the result refined accordingly.
Delving into Rank Brain
The AI machine does its best to understand the intent of the otherwise meaningless query. For example, consider a query, “FIFA City”. There could be several intentions behind this search.
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The searcher may want to inquire about a FIFA tournament, which is about to take place or has recently taken place.
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The person could currently be located in a hotel near the FIFA headquarters and is looking to get to the stadium to attend the opening ceremony.
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The seeker may be interested in knowing the winners of all FIFA tournaments to date or may just want to know the defending champion.
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You may want to search for the hometown of the best FIFA player in the last season.
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The search engine might also be willing to search for the most promising players from the current/next season of FIFA.
Since FIFA 2018 is about to kick off recently, a simplistic algorithm will most likely return the tournament venue as a search result, regardless of the primary intent behind the query. However, with the Rank Brain algorithm in place, the story could be different. For example, if the search engine is currently in the host city of the FIFA opening ceremony, Google could end up giving directions to the stadium in question. Therefore, signals such as the current location of the search engine, the freshness of the web content, etc., can be important for Rank Brain when interpreting the most satisfactory results.
Rank Brain Optimization
It’s easy to optimize your website for Rank Brain; what you need is to follow Google’s advice: “Try to write content that sounds human.” Yes, just write it in simple and natural language. If you start typing like machines, your website will only end up confounding this algorithm, without gaining any optimization benefits. It’s time to upgrade your business to include world-class technology for acquiring leads. Rank Brain is among the best innovations in this regard to satisfy your cause; all you need is to enjoy the search with this artificial intelligence invention!