Google’s RankBrain is established as the third most significant ranking factor for search results. It begs the question; how does Rankbrain impact SEO strategies in the foreseeable future and beyond?

Google launched its revolutionary machine-learning AI system in the beginning of 2015.  A system used worldwide. It aids Google in processing never-before-seen queries, ambiguous queries and yield more relevant search results for users.

In effect, RankBrain is essentially a tool for refining queries. However, Google indicated that RankBrain is also an important ranking signal.

Implications of how to undertake content marketing strategies for RankBrain

Google uses more than 200 different ranking factors which constitute ranking algorithm. RankBrain being the third most significant factor transforms the way it understands unknown and more complex search queries. Therefore, more engagement by users, as they will find relevant topics irrespective of whether they typed in a long query or used natural language.

So, how do we as content marketers keep abreast? We need to evaluate how Google’s current search engine algorithm operates in 2016 and stay informed of Google’s present state.

Should we care about Google’s Newest Algorithm?

Statistics indicate that Google leads the search share volume worldwide, hovering around 63% of the desktop share overtaken by 94% of mobile share in July 2016.

We have heard of Google’s numerous algorithm updates over the years, names like Pirate, Pigeon, Penguin, Panda come to mind. Which one is of importance now?

Google announced its new Hummingbird algo update, and it is estimated to affect 90% of search queries, according to Link-Assitant.Com.  However, Google’s revolutionary machine-learning AI confirmed October 2015 brought about changes and will continue to evolve, altering the world of SEO, and is the one we need to keep updated on.

How RankBrain affects Content Marketing

SEO is important and determines the how effective our inbound marketing is, therefore, relying on strategic content marketing, for a start. Distributing content established on our site’s ranking signals for Google, namely;

  • New content

  • Keywords

  • Linkbacks

  • UX metrics

  • Click through rates

The signals mentioned above have verifiably been crucial to ramping up rankings.  However, RankBrain is a game changer.

Mostly SEO is reliant on high-quality, in-depth content that has the users in mind.

Optimising for Google Presently and in the Future

Let’s explore the ranking factors mentioned above and how to adapt your content marketing strategies accordingly.


Aim to use natural language and content that targets a broad range of audiences. Use keywords to give you an idea of the topic. More importantly, you need to understand and identify what the users are looking for and provide content that is relevant to their search.

Keywords are still useful, and when you need to use them, perform a semantic keyword search. Search Engines have become more advanced and evolved over time, placing more emphasis on the meaning of words and their intent.

Inbound Links

Link building has evolved but is still crucial to SEO.  To earn valuable linkbacks ensure that you create high-quality content that is helpful.

Also, consider other link building strategies, like ‘natural link building’, by reaching out to bloggers, directories and other reliable sources for links to your content. Firstly, create content that is niche-focused specifically with your targeted audience in mind.  Once you have created, the content, identify outlets that could reap the benefits of sharing your content. There are numerous strategies for determining these outlets by networking and building relationships and so forth.

User Experience (UX)

Good user experience is crucial not only for conversion but ranking and SEO.  Ensure that your title tag and meta description attracts the attention of the user and piques their interest.

Your website must be easy to navigate and be of benefit to your targeted audience. Be mindful of using links that are natural for the reader, so that it is beneficial to both SEO and the user.

Crawl Users

Marketers can ensure that Google crawls their web page or site correctly by putting some things in place. Be sure to use the proper status codes on your site. For instance use, 301 redirects as opposed to 302 redirects and they don’t command search engine crawlers that a page has moved.

Google has developed crawl error reports which assist you in identifying why Google was prevented from crawling properly.

You can take it a step further and block particular pages from being crawled by using robot txt. Every site has a crawl budget, for example, a login page does not need to rank. Hence, allows leeway in your budget for more important pages.

RankBrain will continue to evolve and gives content marketers the impetus to understand and get to know their target audience and refine their content and adapt accordingly.

Due to the new breakthrough development in AI, augmenting business strategies and important decision-making are limitless.

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