Search User Optimization.

By May 18, 2016Marketing, seo

Bloomberg Business News recently revealed a new artificial intelligence program from Google that it calls “RankBrain”:

“For the past few months, a “very large fraction” of the millions of queries a second that people type into the company’s search engine have been interpreted by an artificial intelligence system, nicknamed RankBrain.”

So what is Google’s RankBrain, how does it work?

google rankbrainRankBrain is one the hundreds of signals that go in an algorithm in determining the results for a search query. RankBrain is the third most important signal according to Goggle. It is intelligent enough to interpret your language and queries.

This is the technology that, for a while now, has handled about 15% of online searches done by users worldwide. And as far as accuracy goes, well, RankBrain outperformed Google’s human search engineers by 10%.

How does it affect your SEO strategy?

Don’t think Keywords. Think Goals. Search results are also now based on the user’s:

  •  search query
  •  location
  •  device
  •  browsing history

You must optimize your Seo strategy for your user’s entire experience. It is about conversation, providing answers to their problems.

First, you need to understand the needs of your visitors: what they are looking for, how they search, where they search from (home, office, on-the-go). Then, you optimize your website based on your findings, helping your users complete their task as quickly and efficiently as possible.

A few things you should concentrate on:

  • changes to your website design if needed, such as a responsive web design
  • improve multi-device user experience
  • speed up page load time
  • create user-centric content
  • get more customer reviews

Good quality content is still very important. But with RankBrain, Google now understands phrases rather than just keywords. When writing your copy, instead of “best pizza”, think more like “what is the best pizzeria in New York”. Asking and answering questions might help RankBrain recognize your page as the best choice for specific key phrases for a search, providing answers to searchers.