2019 is set to be a busy year for Marketers and Google RankBrain is the next development that Marketer’s need to be aware of. RankBrain was first introduced in 2015 but the algorithm is constantly growing and is predicted to be one of the most important ranking factors for many years to come.
RankBrain is a machine learning artificial intelligence system which turns text and information into a mathematical algorithm. Whilst that sounds very technical what you really need to know is that Google is now using machine learning to improve search results and this goes beyond just looking at the keywords that are searched for.
Using artificial intelligence, RankBrain is able to examine how and why people carry out searches, aiming to deliver better search results by focusing on user intent. Taking into account factors such as the location of the searcher, personalisation and the words within the query Google aims to find out exactly what the searcher is looking for.
According to Google, RankBrain is the third most important factor in determining which search results will appear in queries. However right now, RankBrain affects less than one quarter of all search results
How will RankBrain affect my content marketing?
With RankBrain, like LSI Keywords, context is key. When writing your content, you need to consider associated keywords and synonyms to help search engines to make sense of your text and put it into context.
When producing content, Marketers should no longer focus on a single keyword but instead select a main phrase and supplement it with some related or similar search terms. One keyword per page is dead, modern SEO needs to reflect the way in which humans actually speak. RankBrain favours content that goes more in-depth and that is targeted at real people. Localising content, aiming keywords at a specific audience and making your text an engaging read will all help you when it comes to reaching the top of Google.
Understanding content, clear purpose, topics, use of keywords
With RankBrain, Google wants to gain a better understanding of your content and so the best thing a Marketer can do is to help Google to understand. Have a clear purpose for your content and provide a wealth of information, including from external sources. Moving away from a single keyword and having a topic will help make the context of your writing much clearer. However, this doesn’t mean that you can’t use your main focus keyword a little more frequently to help to boost your rankings.
Do not take a one size fits all approach to queries
Some queries require short and concise answers whilst other require an in-depth analysis. RankBrain means that there will need to be some alterations to standard best practices in order to gain the most from your content. RankBrain, like many recent Google updates is focused entirely on the quality for the end user. This update means that Marketers need to focus on what is best for the audience of their websites rather than what Google would prefer.
Don’t forget about links
Links are a tried and tested way to climb up the Google rankings and this is no different with RankBrain. Links help to provide independent complementary signals for RankBrain giving your pages relevancy and trust.
Refine existing content
Existing content provides a golden opportunity to optimise your website under Google RankBrain. Using the machine learning that the algorithm provides you will be able to gather much more data about how your content is performing and how your audience are engaging with it. Analysing new posts will help you to edit your existing content and give it a new lease of life, all to help your SEO. RankBrain gives content writers and marketers an added incentive to get to know their target audience, refine the content being created, and ensure that content has depth of value and a purpose.
In 2019, voice search is one of the biggest threats to SEOs. When creating content, you have to consider the way in which people actually speak and how they would search using voice commands. Voice searches create more varied, vague and challenging queries for search engines and this is what RankBrain has been designed to tackle. Therefore as voice searches rise so will the use of RankBrain.
As this algorithm develops, it is expected that it will enforce many changes to both SEO and content creation. RankBrain will continually grow and Marketers need to be prepared for the challenges that it will bring.
For advice on how to optimise for RankBrain of if you have concerns about how it will affect your current digital marketing strategy contact our team on 01482 3338333.
GRO Marketing are a fantastic team to work with; they are a very customer focused and friendly bunch. They helped us every step of the way with the design and creation of our new mini website and we are absolutely delighted with the results. We look forward to continuing to work with GRO as we expand our own business.
Starrett have always had a great experience with GRO Marketing and we continue to use their high-quality services today. Lisa, Rachel and the rest of the team are first class and always answer our questions promptly. I would highly recommend GRO Marketing if you were interested in using the services they provide.
A very attentive and personable company to work with!
Always so helpful, Lisa and Rachel are great :) very quick at responding to any queries - would definitely recommend.
GRO built our new website, they also work on SEO monthly and provide us with b2b leads from our website. Thanks everyone.
Highly professional and enthusiastic company to work with, they have helped excel my start-up business through social media and creation of a brand new website within the eight months of working together.
Excellent company to deal with, very friendly, helpful and informative. Their customer service is second to none and they are clearly experts at what they do. I would highly recommend them.
They contacted me at the right time, and the need was there. Rachel who looks after my account has been the right level of attentive and leads me when I need to be lead. The animations GRO have created have made the splash we hoped for, can't wait to get more in the pipeline.
Highly enthusiastic team who wanted to know great detail on my business and the industry in which it operates. Very quick responses to any questions or queries I have and were quick to provide their service proposal when I first met GRO which cannot be said about some of their local competitors.
When looking for a SEO and website host provider one key aspect I was looking for was communication. With GRO they not only have excellent communication but someone is always there to answer your call, which is vital. Trust worthy and reliable, GRO are the full package!
Fantastic work done for us here at Cosmetic and Family Dentistry by Lisa and her team at GRO Marketing. We wouldn't hesitate in recommending them to any business looking for a little help bringing their marketing and branding design up to date. Great stuff!
I’d just like to put in writing how pleased I am with GRO. My choice was definitely the right one. Can I also say that Lisa and Rachel – who I’ve worked with – are an absolute credit to the company. I have complete faith in GRO to give me exactly what my company needs. Don't hesitate to give these guys a go.
Simply amazing!! Passionate about their work and really understand their clients wants and needs and always deliver fresh and revolutionary ideas time after time!
GRO Marketing have been brilliant from the offset. With regular updates and personal meetings, everything about the service is exceptional proven by the fact that traffic has been on the constant uprise ever since coming on board. Would highly recommend!
A true pleasure to work with. Very easy to communicate with and showing great results to date.
From the initial introductory meeting with GRO Marketing I knew that they were the marketing team for us. They are well structured and explain everything they are doing in a way that anyone would understand. We are seeing results a lot quicker than expected.