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What Is Google RankBrain And Why Is It Good For Your SEO


Google RankBrain is one of Google's most valuable ranking signals, playing a major role in how Google delivers search results to its users. Learn how you can optimize your website to be ranked better

Google is a force to reckon with in the industry.

According to Statcounter, the company owns 92% of the market share when it comes to search engines.

This is followed by Bing with a mere 2.6%.

Search engines are a great way for how people around the world get their information.

Optimizing your site to rank better on Google’s search engine results pages can make the difference between succeeding and failing in your respective niche.

Before we get to that, you need to understand how Google’s ranking signals, including Google Rankbrain.

Simply put, Google ranks pages and organizes them based on signals that have various weighing impacts on the information produced.

Some of these ranking signals include domain authority, bounce rate, backlinks, and even Google’s own RankBrain.

Google’s search engine has over one hundred ranking factors in its algorithm.

You may have stumbled across this information while researching to try and figure out what you need to do to optimize your website and rank better.

However, the ranking signs are a bit controversial among content creators.

That being said, there are many more ranking signals that you could optimize your website with for better ranking and visibility.

To get a better understanding, you have to research one of Google’s major algorithm updates codenamed Hummingbird, which is also known as Google RankBrain.

Google RankBrain is one of the search engine’s most valuable ranking signals.

And it has played a major role in how Google delivers results to its users.

In this article, you will learn what is Google RankBrain, how it works, and what you need to do to ensure that you rank better on Google and get more visibility.

What is Google RankBrain?

what is google rankbrain

Google RankBrain is an important component of Google’s core algorithm, which uses machine learning technology.

RankBrain helps Google determine the best and most relevant results for their user’s queries.

There is a major difference between RankBrain and all other engineers’ methods used to figure out the most relevant results for their users.

Compared to the other ranking signals, RankBrain is a learning system that also uses AI.

Google RankBrain doesn’t just provide the best results for users through a coded algorithm with predetermined results.

The ranking tool uses artificial intelligence to determine the most accurate results for the users’ search queries.

Google RankBrain has been used to produce Google’s search engine results since 2015, which is the year that it was first created.

The machine-learning Google algorithm was used on less than 15% of new queries that Google had no context.

One of the best phrases that have been used to describe how Google RankBrain works is, “The phrase seems like something I’ve seen in the past. So, I’m going to assume that you meant this.”

This phrase accurately captures how Google RankBrain uses deductive reasoning to come up with the most relevant search results.

RankBrain helps sort out search queries never seen before on Google by equating them to past relevant searches.

How Does RankBrain Work?

Artificial intelligence also referred to as AI, is the simulation of human intelligence in machines by programing them to think and mimic human actions.

This term can also define machines that exhibit traits associated with the human mind, like learning and solving problems.

Machine learning is the application part of AI, artificial intelligence, through which the program provides a set of systems that enable machines to improve, learn, and understand knowledge through experience.

The learning procedure can be done without the programs being explicitly programmed for the tasks.

Google RankBrain works in very much the same way.

It is designed to use artificial intelligence and machine learning technology to access data, learn, and provide relevant results.

rankbrain - how does it work

This illustration shows how RankBrain connects specific parts in a search query and connects them for a better context to provide more relevant results.

If a user types in an unrecognized keyword or one that Google doesn’t have any context on, the Google algorithm for SEO will research the keyword and look at how users interact with new search results.

If the users have a positive response to the results, they stay.

If the users don’t, then it rolls them back to the previous results that worked.

This is Google’s way of understanding the user’s intent with regard to their searches.

The user experience is determined through four factors.

Click-through Rate

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Click-through rate refers to the number of people who click on your website’s address on a search engine’s results page.

To get a better click-through rate, you should optimize your website address to be catchy, descriptive, and precise.

You should also ensure that you’ve optimized your content to enable you to rank higher.

Dwell Time

Improve Dwell Time for Better SEO - Duneland Media
Source: Duneland Media

Dwell time refers to the time a user spends on your website before returning to the search engine results page.

The more time spent on your website, the more RankBrain ranks the content as more relevant.

Bounce Rate

What is your website's bounce rate telling you? | LyncServe Insight
Source: LyncServe

Bounce rate is a reference to the number of users that exit a website after only viewing one page.

You should optimize your website and add relevant information to fit the user’s search intent.

Doing this ensures that more users will stick to your site, helping you get a higher ranking.

Pogo sticking

Source: NeilPatel

Pogo sticking happens when users click many websites on one search engine results page to find the information that they are looking for.

These are metrics that RankBrain uses to determine the relevance of a particular website and the user’s experience regarding the search engine results.

The metrics may appear similar to each other.

However, they are not interchangeable.

Sight changes in each metric have varying implications.

What’s even more surprising is that Google conducted a test where they asked the engineers to select the best websites for a given search query.

They then gave RankBrain the same test, and the algorithm outperformed the engineers by 10%.

rankbrain - predicting accuracy

According to Greg Corrado, “Google RankBrain is the third most important ranking signal in Google’s search engine.”

Therefore, if you’re looking for a way to boost your visibility and ranking, you need to optimize your website for RankBrain.

Optimizing for RankBrain

Finding keywords with relevant keyword intent is one sure way to optimize your website for Google RankBrain.

The reason is quite simple.

RankBrain doesn’t rank content for just any keywords.

It ranks content based on the content’s value and relevance to the user’s search query.

RankBrain also ensures that Google’s users are satisfied with the options available on the search engine results page.

If the users are not satisfied, the algorithm withdraws the keyword and marks it as less relevant to the user’s search intent.

As opposed to earlier versions of Google’s algorithm, RankBrain tries to figure out what the user means and the results they are expecting.

Therefore, it would work great if you used keywords that can be understood by Google RankBrain and connected to your target audience’s search intent.

Search For The Intent Behind The Keywords

rankbrain - search intent behind keywords
Source: Absolute Digital Media

Let’s say, you are searching for PS5 consoles.

By analyzing the keyword, RankBrain can figure out the user wants a selection of PS5s and maybe even PS4 gaming consoles by deducing what the keywords mean and distributing the information appropriately.

Optimizing your site for RankBrain will help you get more targeted clients.

To achieve this, you need to use a reliable keyword tool such as BiQ’s Keyword Intelligence tool.

How do you go about getting the most relevant keywords for your article?

BiQ’s Keyword Intelligence tool helps you identify potential target keywords by gathering various relevant information about the keywords such as keyword volume, related keywords, keyword competition, trends, and much more.

It’s a simple process as you only need to key in your targeted keyword and select your preferred location and language.

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More importantly, BiQ’s Keyword Intelligence helps you determine keyword intent.

The tool helps you understand the searcher’s intent for typing certain keywords.

It shows you this information in percentages based on an estimation of the total number of related keywords.

If a user searches for keyword ranking, BiQ delivers various bits of information that its users could put into place for better content optimization.

One of these pieces of information shown is keyword intent.

In this instance, keyword ranking is searched by 25.38 % of users for informational purposes, with a value of 80.

However, in related keywords, keyword ranking is searched for by 15.75 % of people for navigational purposes with a value of 76.

Having this type of valuable information at your fingertips helps you determine where and how to use the most relevant keywords for better content optimization.

Using the right keywords for the right purposes not only helps get a better ranking on RankBrain.

It also helps you write relatable content.

Create long-form, relevant content using the keywords

Long-form content refers to the type of content that offers lots of in-depth information on a given topic.

Writing such types of information can seem to be a little bit daunting.

Especially if you don’t have the right keywords guiding you along.

This type of content requires reading since it is meant to be read rather than skimmed since it is considered helpful in this type of article.

In coming up with this content, it’s only proper that you try and develop content that provides value to your readers.

How do you achieve this?

You should improve search engine results and conversion rates.

To do this, you need to get access to the most relevant keywords with the right keyword intent that suits your target audience.

If you want the best content-driven strategies, then you should use BiQ’s Content Intelligence.

Write in the block editor and get interactive writing tips that’ll help guide you along your content creation process.

BiQ’s Content Intelligence has a real-time text editor that helps you evaluate your content grade and a keyword count that provides you information on how relevant your content is.

BiQ also shows you if you have included enough keyword density.

RankBrain Algorithm’s Impact On Digital Marketing

RankBrain has helped Google speed up its algorithmic testing for its keyword categories to select the best content for any particular keyword.

It’s steadily eliminating the old methods that involved gaming Google’s rankings with false signals making them less effective.

RankBrain has paved the way for more high-quality content, from a human perspective, to be ranked much higher on Google to reach its target audience.

It has also helped Hummingbird produce more accurate results because of its ability to learn phrases and words.

RankBrain can learn phrases by country and language.

If a Google user searches for the word boot in the US, they’ll get search results for footwear.

And if the same person searches for the word boot in the UK, they’ll get search results on car storage spaces.


SEO’s landscape is constantly changing.

Knowing the best SEO practices is the best way for content developers to be successful online.

Writers and content creators must optimize their websites based on search queries and other factors.

There are over 200 ranking factors in Google that writers can use to rank higher on search engines.

Although a few of them are somewhat controversial, what matters is that you try your best and work on ranking factors that you feel could help your website grow, such as RankBrain and search intent.

That being said, you should ensure that you’ve done enough research about ranking.

You should also ensure that you use the right tools to help you optimize your websites for better ranking, more traffic, and better visibility on Google’s search engine.

Although changes in the field are so frequent, you should ensure that your approach is practical and that you follow Google’s guidelines.

If you need assistance in writing better content and increasing your ranking, you can always use BiQ tools to help you out!

About Ken
A coffee aficionado who's fascinated with the world of digital marketing and SEO. When he's free, he'll be chasing plastic discs out on a field.