How to Use Google RankBrain for SEO



First published on May 3, 2016 by Aleh Barysevich, Search Engine Journal

Google RankBrain has been confirmed as the third most important Google ranking factor. 

"So how does Google RankBrain affect SEO strategy in 2016 and how can SEOs incorporate RankBrain into their tactics? 

You can start thinking beyond single keyword phrase optimization.

Here’s what I mean. The whole point to RankBrain is to not be literal, keyword by keyword, but to take what a search user inputs into the Google search box and interpret what that searcher really means.

So instead of creating pages and content that are focused on only one keyword phrase, create pages and content that are focused on one main keyword phrase and the phrases related to that keyword.

For example, take something simple like a blog post on goals. In SEO past, you would do your keyword research, find that goal setting has 12,100 average monthly searches, and hammer out a short piece of content that really focused on that phrase. Then continue through other goal-related keyword phrases.

If you want to appease RankBrain, here’s what you’d do differently. You’ll still do your keyword research. But instead of creating a short article that focuses just on goal setting, you’re going to create a complex piece of content that covers many aspects of goals, from goal setting to goal achievement. And you’ll get all the bullet points you need using your two favorite and free tools: Google AdWords Keyword Planner and Google Search itself."

1. Start with Google AdWords Keyword Planner 
2. Move on to Google Search
3. Don't focus on keyword stuffing
4. Make sure the page passes the people test

"RankBrain, like all other Google updates, is focused on quality for the end-user of Google: the people who search for information. If you, as an SEO or any other kind of marketer, can start focusing on what is best for the audience that you want coming to your website, then your goals will align with Google’s, and your results in Google search will start to improve as well."

Click here for the full article by Search Engine Journal.

Photo courtesy of Search Engine Journal.