Analysing Google’s New Search Algorithm “RankBrain”

Early this year, Google had shut down plenty of websites not optimised for mobile viewing. Called “Mobilegeddon” by the Internet marketing community, renowned websites, even those with valid, useful information, saw their rankings slump to the floor. Meanwhile, those who survived knew better to stay updated with Google’s activities


Now, there’s this new algorithm, or rather search engine algorithm component Google calls “RankBrain”. I know, it sounds scary. But after reading this, you won’t be.

Advanced Relevant Search Engine AI

RankBrain is an artificial intelligence developed by Google’s search engine developers, which they announced in October 26.

According to Google, RankBrain’s AI “embeds vast amounts of written language into mathematical entities called ‘vectors’ that the computer can understand.” Google’s Senior Research Scientist Greg Corrado elaborates:

“If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries.”

So far, it is handling about 15 per cent of Google’s search queries on a daily basis. However, it won’t replace the search engine’s original algorithm. Instead, it would search for relevant content that do not contain the exact words in a search query, handling ‘more complex searches’ which the search engine algorithm might not be primed to handle in the future.

Writing For Humans

Analysts said RankBrain will still work with links in finding relevant content, making them the most important signal of all. RankBrain is the third-most important ranking signal.

Studies have shown that Google has roughly 200 search signals that determine results possibly matching keywords searches and the hierarchy of search results in the first SERP.

At this point we advise Internet marketing and SEO to focus more on writing quality content and writing for humans, using relevant links where necessary as RankBrain can determine content optimised for algorithms only.


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