Do you know what Google RankBrain is? It is an artificial intelligence algorithm developed by Google with the aim of implementing improvements in search results.
Before having this intelligence, Google was based 100% on the code made by its engineers and the process was completely manual, that is, it was tested if certain changes improved search results and said change was implemented if it was positive for the user experience. Username.
Today, Google's algorithm has a brain of its own. Yes, you read that right: a brain of its own. This brain determines whether or not users are satisfied with the results of a particular search.
In addition to this, Google RankBrain is capable of increasing or reducing the importance of certain aspects of SEO positioning.
Some of these aspects can be the backlinks , the length of the content, the domain authority , the updating of said content, and many other factors.
Let's get to the interesting stuff.
We have already talked a bit about what this algorithm implies within the Google ecosystem, but it is great to understand that things have changed and that Google, with this artificial intelligence, has changed the rules of the game a bit.
Let's take a real case to exemplify what we mean by "relates terminologies".
The Google algorithm developed with artificial intelligence is capable of giving us results related to what we want to search for. If we search for “long-necked animal” as one of the keywords, the giraffe will surely appear. Google's idea is to solve the problems that the user has in the fastest and most effective way possible.
The good thing about this algorithm is that it learns by itself, it is an automatic learning system that is becoming increasingly intelligent and that is solving more quickly the complexities of searches made by users in the search engine.
We all know that in the world of SEO there are several important factors to improve the positioning of a website within search engines.
Many of them are observed by the RankBrain algorithm in order to determine which are the best results to show for certain keyword searches in the search engine and thus provide a better user experience.
Some of these indicators are essential for search results: CTR, Dwell Time better known as dwell time, Bounce Rate and Pogo-sticking.
So, how do we improve our web positioning? Well, an important part is taken by the analytical improvement of those indicators mentioned above.
Google, or rather RankBrain, will carefully observe how the user interacts within the results of a search.
One of the values you look at most closely is organic CTR from search.
The CTR or Click-Through-Rate is the rate of clicks that a result has within the global total of searches that have been made for said result.
Supposedly, and in theory, if your web page is first in Google for the search “best movies of 2018” it should have a better CTR than the rest of the results, this is not entirely true.
The second or third position of the search may have a better CTR, which, taking into account this factor, would make Google move these searches to the first position, since it may consider that these results show greater interest and offer a better solution than the one in first position.
- Attack the keywords correctly Some have the false belief that the more articles you make the better. This is false.
Beyond the fact that by creating more articles you are creating more content and therefore your organic positioning should improve over time, we are leaving aside the way in which keywords react today against Google RankBrain.
Google emphasizes the need to create better content on every single web page. The better quality a page has by itself, the more chances there are that it will be positioned better.
Therefore, create for create becomes an invalid option. If we want content optimized for SEO we must create with intelligence . Creating content with keywords in mind is a must.
What would be the ideal? Create massive but quality content, something that only a team of SEO writers would be able to achieve.
A website, and more specifically an article from a blog in particular, is more likely to rank better in Google if it offers the ideal solution for users.
Think of all those times that you have done a search, when you have finally found the material you needed, you have not gone back in search of more articles, but you have remained on the web, you have read and it has served you. I mean, you found your solution.
Pogo-sticking is the name given to searching the search results for that perfect solution that meets your expectations.
Let's take an example:
Continuing with the example of the best movies of 2018 let's say I'm looking for horror movies of 2018.
The first result speaks of 13 films. Let's make the assumption that I haven't found any scary movies and so I go back and try to find another alternative to that article.
The second post already talks about 25 movies , maybe I'll find what I'm looking for there.
Let's make a new assumption that we don't find what we want.
Let's go to the third attempt, the best Netflix movies. I use "Netflix" so that's great, and so in this result, when I log in, I find what I'm looking for. In addition to that I spend 3 or 4 minutes reading the entire content of this article.
Since I already found what I was looking for, I won't go back looking for another result.
If many users adopt my same reasoning, Google will understand that the 3rd result provides a better solution for users.
This is what is known as pogo-sticking, and it is one of the hundreds of factors that Google takes into account to position search results.
Dwell time is a key factor for Google, and so for RankBrain.
This is the time that a user x remains on your website. The longer you do it, the better.
If Google sees that all users or most of them have a poor time spent on a website (example: 10 to 30 seconds) there is a greater chance that this result will drop positions over time, unless it is updated, of course. is.
Logic says that the longer your content is, the longer the user will spend on your website. And this logic applies most of the time.
We talked earlier about giving users solutions, but it's not a matter of searching for “How to lose weight fast” and finding an answer that says “Exercise” and that's it. It has to be detailed and thorough content on how to lose weight fast.
Therefore, optimizing your content for dwell time, improving SEO titles to increase CTR and giving the user the material they are looking for becomes the main key of any site that takes organic positioning into account.
It seems essential to me that any SEO agency or consultant is steeped in this concept.
It is possibly one of the most important concepts to understand everything that Google wants to do from now on with the SERPs, since the advancement of technology and artificial intelligence is marking the field and the course of the company in this sense.
If you were not familiar with the term, I think your website can benefit from taking RankBrain into account when imagining search results.
In other words, creating content knowing the power of this Google algorithm is not the same as not knowing how RankBrain works.