What is Google RankBrain? How It Impacts SEO and Search Rankings

Introduction

From time to time Google introduces many new updates and algorithms for presenting better results to the user, Rankbrain is one of those new algorithms. It can not be wrong if we say it as an innovation from Google. 

Google rankbrain affected the ranking of 30 trillion web pages and completely changed its workings. Google introduced rankbrain in October 2015, and now it is the 3rd most important signal and algorithm after backlinks & content, which is contributing to the search results. So here in this blog we will explore some questions related to google rankbrain like what it is, how it works and most importantly is it impacting SEO or not? Let’s discuss -

What is google RankBrain?

Rankbrain is Google's AI algorithm which deals with the search queries more instantly and fast. Rankbrain was introduced by google in 2015, before this google showed results on word to word keyword bases. That time google uses its basic algorithms to show results. But after 2015, with rankbrain’s introduction google enhanced its answering capabilities. Rankbrain works on AI bases, and uses NLP ( Natural language processing) to show better results. It is especially designed to deal with the simple searches and those keywords or words as well which are never seen before, which is 15% a day on Google search algorithm . Rankbrain analyses how users are interacting with the given results, it learns from them and improves future searches. 

On the bases of content freshness, keywords, domain authority and content length, google rankbrain increases and decreases the importance of backlinks. Then it analyses how searches are interacting with the new results, if it is good then it stays on this algorithm if it is not good then it rolls back the old algorithm.

For a broad knowledge about the backlinks, read our blogs on "Proven off-page SEO strategies to boost your rankings and Off-page SEO: What is it & how can you take advantage of it?". Make your strategies on backlinks with these blogs and then analyse the new results.

How does it work?

Google rank brain continuously works with other algorithms to serve search queries, learning from them to understand the best search results. Rank brain learns from the people's clicks, it understands search intent and next time serves them with the best results. For example if someone is searching for grey console sony, rank brain understands that the searcher wants the results for playstations, so it shows you the best pages for playstations.

Google rankbrain finds results for simple keywords as well it conceptualises simple search terms and finds the best pages for that specific search term.  

Rankbrain work with different algorithms 

Google RankBrain is one of the best works of Google till now. It is working continuously in the background to process the searching of the people. But it doesn’t work alone, it works along with the other algorithms of Google. It works under the Hummingbird algorithm and works on natural language processing (NLP). Rankbrain has increased the capabilities of google and meet the search intent of the people especially for the rare and new keywords. Justo Consulting, one of the SEO management agency, offers optimizing content with these google SEO updates in mind.

How does Google RankBrain impact your SEO?

Google RankBrain work instantly according to the search of the people, here are some of the points that how it Impacts your website's SEO:

Does the content meet the search intent?

Google rankbrain is made to meet the search intent of the people, although it works according to the natural language processing. It focuses only on the searching query of the people. Let’s say if people are searching about "easy tips for yoga routines" here google rankbrain can show your page content if it is related with the advanced tips and routines for Yoga. And if it is not showing then simply that your content is not meeting the search intent of the people. 

How do searchers respond to the content?

If people are coming to your website, they visit you often, it means that you are serving their goal. It is happening not only from SEO, in fact there are various things which are attracting them to your website. Here, google rankbrain takes notes and acts accordingly. It notes all the things of your website like your content, keywords, and interlinking. So, the most important thing is how searchers are responding to your content. 

Focus on the writing quality content over keyword quantity

Putting keywords in the content is part of any SEO strategy but, its more stuffing makes content inauthentic and robotic. This also leads to the user disengagement and distrust. When you focus on the writing quality content over keyword quantity, then it sounds more original and genuine. Focus more on using natural language, you are a human, So write it according to your perspective and thoughts and not as a robot. This makes your content more valuable and connects with the more target audience. It will lead you with more clicks, shares and higher rankings. Justo Consulting is a smart SEO management agency which focuses on naturally written content rather than creating them from AI. Which helps in generating more clicks and traffic on your website. 

How to optimise for Google rankbrain: 

1. Use more natural language

Google rankbrain uses NLP ( Natural language processing) to understand the people searches and to meet their interest. So the best way for optimization is to use more and more natural language in your content. It not only helps you to optimise it, in fact it also makes your content more original, it gives it a human touch. Using natural language makes your content more conversational which is good from the perspective of SEO as well. This also helps in aligning with the latest google seo update and gives your content a human touch.

2. Try to understand and meet the relevant search intent

Search intent is the most important for search engines and especially in google, it prioritises serving the search intent of the people and their experience as well. Also when you understand the search intent of the people then only you can make and tailor your content accordingly. 

Here are the 4 types of the search intent which help you further to understand, how important it is:- 

Types of search intent

• Navigational intent:- When people come for a specific site, for example they might write justo consulting services.
• Informational intent:- When users come to know details or definitions for any topic, they may have a query like "What is google rankbrain". 
• Commercial intent:- When users do their research before making any of their purchase and this helps them to compare and purchase the best.
• Transactional intent:- In this people came to buy a specific item.

So create content which meets the relevant search intent of your target audience itself aligns with the latest google SEO update and put the keyword according to the intent of your audience. Some of the keyword tools in this can help you like Semrush, Ahrefs, Moz, Google keyword planner, etc.

3. Think on topic clusters and pillar pages

Strategically organise pillar page and topic cluster on your website. In laymans language you can say topic cluster is the same as interlinking between pages and pillar page is the same as the home page, where you have linked all your sub pages to a word. But these are the most important because they help you to organise your website, improves internal linking and also enhances credibility of your website on Google's rank brain. 

Like Justo Consulting we are a web solution and digital marketing company. In our website pillar page is made with cluster pages like services, pricing, about us, contact us and blogs. All these are interlinked gracefully. So, if someone searches for web solution services or digital marketing services, then google can show our website.

But when you are making your website's pillar page and cluster pages then do your own research and take your keywords strategically, after all they play an important role. 

4. Refresh outdated content

All search engines have evolved over the time, industry trends change in every field, and with this content available on your website becomes outdated and old. And thus won't rank high on SERP. Also with every new Google SEO update, it prioritises new and fresh content. So, work on every content available on your website, revamp them, you can also combine older posts into a new evergreen piece. It is also easier for the reader to find the content and it has more chances to rank on the SERP. 

5. Use semantic keywords

Semantic keywords are actually related with the main keyword on your page. It helps Google RankBrain to match them with the relevent search queries. Semantic keywords provide context to Google’s search algorithm so that it can understand your content. Using semantic keywords naturally to your content helps in improving your ranking on search engines.

6. Continuously work on improving your rankings

In this era the value of ranking on search engines is still most important for any business. But with every new Google SEO update, it changes the ranking criteria which impacts the ranking of all websites. Also every year or every day new trends keep coming. And with these trends all companies and websites are doing their best to rank their website on google. If you rank one time on a search engine it then becomes important and there is a chance that after ranking, you can rank for other keywords as well which are used by your competitiors. So continuously work on improving the ranking of your website on google. In this SEO management agency like Justo Consulting can assist you in staying updated with these trends and higher ranking on Google.

To know more about the emerging trends explore our blog on “Top 13 new trends in digital marketing for 2025”

Wrapping up

Therefore, we have to put efforts and optimise our website for google rankbrain. In past years google has updated its algorithms so there is a chance that in coming years google can update RankBrain. We have to be prepared for that as well. Here at justo Consulting, get your SEO done within a few minutes, our experts work according to your criteria and get the best result for you. Contact us today for the best results!