In 2015, Google had launched its amazing machine learning ranking AI called the RankBrain. Ever since then digital marketers have kept a strict watch. Google has announced that RankBrain is a top-ranking factor and that has triggered queries about ways to optimize for RankBrain. It cannot be treated as the usual factors such as mobile-friendliness or links.

As per, RankBrain is supposed to be a machine learning Artificial Intelligence program that has been designed to handle even the most difficult web queries in the Google search Engine. RankBrain is able to understand the implications of phrases and words and is able to detect the highest-ranking pages and it is more competent as compared to its biological creators. When examined humans were able to guess 70 percent of the time, however, RankBrain’s success rate seemed 80 percent. Even though it does not act as a substitute for the Hummingbird search algorithm, Google’s brute force, it is known for working synergistically with the algorithm. RankBrain has been regarded as an intense and deep learning algorithm that performs unsupervised learning. RankBrain creates and follows its own independent rules.

Even engineers from Google do not have an idea about how it operates. Ultimately, the most effective way of ranking for RankBrain is to have excellent descriptive content. There is no doubt that excellent content is a crucial aspect of SEO and RankBrain has been amplifying the significance of high-quality content.

However, the SEO community seemed to have gained exposure to RankBrain for about a year now. We have experienced and gathered more information about RankBrain. SEO experts feel that they have been able to gain specific valuable insights regarding ways to operate with RankBrain.

Opt for Creating Alluring Snippets

Larry Kim, the CTO, and founder of WordStream have recommended boosting organic click-through-rates for increasing your possibility of success because he is of the opinion that Relevance Score of RankBrain is supposed to be the same as Quality Score of AdWords. Moreover, RankBrain technology has been derived from previous G-350 technology. It is much better as compared to the Quality Score of RankBrain. The future of search engine optimization is certainly not about gaining victory over another page in terms of content length, keywords usage, social metrics, or a precise number of backlinks. If you are able to beat your competitors in terms of higher than anticipated click-through-rates, you could experience enhanced organic search visibility. 

Suppose your click-through-rates seem to be unimpressive, you must focus on enhancing your SERP snippets. You need to ensure that Meta descriptions and page titles echo the precise need of the user, stand tall among the rest on the search engine results page and allure users to go about clicking for more. You must concentrate on simplifying URLs for reinforcing value to users and Google. Whenever possible come up with content targeting featured snippet spots in search results. Make your snippet truly appealing and irresistible. Get in touch with reputed SEO agencies such as Walnut Solutions for perfect solutions.

Imitate the Authorities

John Rampton, founder of Due and TechCrunch, the online invoicing company believes that if you model your content and website in the same way as the domains that Google approves as authoritative could go a long way in helping you boost your site and overall brand awareness online. For example, in the world of pharmaceuticals, a site such as WebMD is a highly reputed and trustworthy site that Google would want it in the top few rankings of its search results. Remember that anything that seems similar to the WebMD site’s structure would be regarded as the good camp. In the same way, any site that looks similar to a spammy site would be regarded as the bad camp. 

Websites with numerous different topics such as a how-to-site could be easily identified and marked as spam because RankBrain would not be able to figure out precisely who all are looking for the specific content it offers. You must imitate the smart guys in your trade, the authorities in your industry.

Reconsider the Way to Use Keywords in Your Content

Your approach to keywords keeps changing with time. As per Yulia Khansvyarova, who is heading the digital marketing department at SEMrush, recommends changing the approach to keywords if you wish to pursue SEO with success in a world dominated by RankBrain.

You must at once, stop generating content or pages customized or custom-tailored to just one keyword phrase or keyword in general. For maximum impact, consider creating your semantic kernel of targeted keywords along with other variations and associated keywords and other words that appear commonly in a similar context as your specific targeted keywords. You must stop stuffing your content with keywords. Experts recommend gathering keywords, grouping keywords into effective clusters and generating exemplars. Another effective way is to group keywords into concepts. Go on to convert each concept effectively into a representative phrase or keyword. Keyword –> Concept –> Keyword. This leads to a precise search phrase for targeting, however, that phrase would be representing potentially hundreds or just dozens of similar keywords. Keywords have gone through a lot of transformation and RankBrain has been accelerating and fastening that change. 

Write Your Content Conversationally

While keywords must be taken into account while optimizing, SEO experts believe that you must consider optimizing for people and not for RankBrain. Your focus must be on providing an enhanced user experience hence, analyze your visitor’s behavior and accordingly make changes. If people start appreciating your content and regard it as relevant then algorithms would be doing the same. Write to generate content that proves impressive to humans, not machines. If you start writing like a machine, RankBrain would be getting confused and may push you back. 

Whether you are designing and generating content predominantly for your precise target audience or maybe for search engines, you have to remember that good user experience is good SEO. There must be a realistic balance between the two. You need to realize how RankBrain operates. Generate content that should be working within that specific framework. However, do not ever compromise on user experience. 


If you believe that with the advent of RankBrain, your organization’s organic search rankings have been adversely impacted, you must consider reviewing the content. Is it engaging and helpful? Try to see if you could decode the precise factors that RankBrain seems to be prioritizing.