Bloomberg recently revealed that Google has made significant advancements in its web search capabilities by incorporating artificial intelligence technology known as Rank Brain. This machine-learning AI system has now become a crucial component of the SEO world, particularly in handling non-searched queries and deciphering their intended meaning. Initially, Rank Brain was utilized in only 15% of Google queries, but over time, its influence has expanded considerably, now impacting the majority of Google search results.
So, how does Rank Brain work? By leveraging AI, Rank Brain converts textual search queries into mathematical representations called word vectors. These vectors, along with their unique coordinate addresses, allow computers to comprehend and analyze them efficiently. In simpler terms, when encountering an unfamiliar word or phrase, the AI machine employs intelligent guesswork to identify other words or phrases with similar meanings, resulting in more refined search results.
Delving deeper into Rank Brain, the AI system strives to grasp the underlying intent behind a search query, even when the query itself may seem ambiguous. Let’s take the example of a search query like “FIFA city.” Such a query could have multiple intents:
- Inquiring about an upcoming or recently concluded FIFA tournament.
- Seeking directions to reach the stadium for the opening ceremony while being near a FIFA venue.
- Exploring information about past FIFA tournament winners or the defending champion.
- Searching for the birthplace of the best FIFA player from the previous season.
- Looking for details about the most promising players in the current or upcoming FIFA season.
Traditionally, a simplistic algorithm might prioritize showing the tournament venue as the search result for a recent FIFA event, regardless of the user’s main intent. However, with Rank Brain in action, the search results can be tailored differently. For example, if the searcher is currently located in the city hosting the FIFA opening ceremony, Google might provide directions to the stadium. Signals like the searcher’s current location, freshness of web content, and other factors play a crucial role in Rank Brain’s interpretation of the most relevant and satisfying search results.
To optimize your website for Rank Brain, it’s essential to heed Google’s advice: “Try to write content that sounds human.” This means crafting your website content using simple and natural language. If you resort to writing like a machine, you may only confuse Rank Brain without reaping any optimization benefits. It’s high time to elevate your business and embrace advanced technologies to attract potential customers. Rank Brain stands as one of the remarkable innovations in this domain, offering a satisfying searching experience with its artificial intelligence capabilities.