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Atanu Sarkar
January 14, 2016

Table of content

To sort out SERPs or search engine result pages the latest technique used by Google is named as ‘RankBrain’. The name is used for AI system’s machine learning which is mainly used to process the search results. Do you know what’s machine learning? This is the sector of IT that is still in its nascent stage. Through this, the computer itself would be able to guide itself how to perform a task instead of being instructed by a set of complex codes.

The full form of AI is ‘Artificial Intelligence’ and is the process through which computers become equally smart as us. It’s still not clear whether it will be equal with us but regarding receival and understanding of knowledge, AI can create revolution. Knowledge is gathered in 2 ways: one that is taught and the other which is created. The later is based upon one’s previous knowledge set and through which one makes new brand connections.

Earlier AI was limited to science fiction movies and stories only but after the launch of ‘RankBrain’ it is here in the real world. So much so that they are used as synonyms.

History of RankBrain- Google’s latest algorithm

However, RankBrain is not an algorithm and it’s also not a full proof AI system. But this is a part of Google’s 200 different elements playing important roles in forming its algorithm. However, its competency and effectiveness have made it to hold top 3 most important positions in Google’s algorithm.

RankBrain would bring in a coordination between search queries and search phrases that were hitherto unknown to the browser. This process would ultimately aim towards reaching to every potential user who are not easy with English.

Search experience of ‘RankBrain’

Still now it’s not clear to us how Artificial Intelligence would help in reshaping Google’s reach to every user. ‘RankBrain’ is Google’s attempt to think out of the box. Google is turning into a single most powerful algorithm that addresses all the varieties of user queries. New definition of SEO is Search Experience Optimization. In other words, the SEO executives need to focus upon better user experience rather than chasing the new algorithm to bring about better conversions.

‘RankBrain’s’ imprints on our current SEO methods

Ups and downs at organic traffic might be witnessed as this is the nascent stage of ‘RankBrain’ and it’s its learning phase. Google keeps on feeding ‘RankBrain’ with more and more knowledge. But don’t expect Google to refer them as updates. In simplest words, AI would connect contents with particular search terms.

Hummingbird and Panda series have put in greater stress upon search term based highly informative contents and the websites which had followed the trend have been already reaping its benefits. Therefore if your content is highly informative and serves in to satisfy users’ search queries then you need not have to be alarmed of AI or ‘RankBrain’.

Roadmap for SEO-2016

Before beginning a new task it’s good to build a solid framework of plans. What’s most important here is to higher up the required content quality. Tell your content writers to build in research-based contents filled with informative statistics. The contents should not be inclined towards keyword stuffing and your aim should not be focused upon bringing in more and more links only.

  • Team building and SEO democratization: The content should be more democratic in nature and less focus given on maintaining the keyword density. Next step is to build an online brand and engaging your designers and developers with the task.
  • Realignment of metrics: Regular realignment of metrics is necessary to regularly produce upgraded user experience. A few important ones are user engagement that focus upon Rate of Conversion and Click through Ratio; Site Stickiness is also important to keep in focus which concentrates upon dwell time and bounce rate.
  • Website testing: One of the main features of a successful website is to keep on researching its website time and again. How to improve the CTR, user experience, overall engagement and conversion rates are always in their mind. In order to improve the search results focus should be put on here to make it a habit.

Before concluding we shall once again stress upon Google’s aim and that is to stay in the competition by constant evolution, learning in latest techniques of Search Engine Optimization. Hope that above-mentioned steps would help you to keep your rankings at the top. Keep yourself updated about the upcoming algorithms and how they would impact you so that your website wouldn’t be hit with unprecedented changes.

Atanu Sarkar

Atanu Sarkar, the Founder and Chief Executive Officer of Webskitters Technology Solutions Pvt. Ltd & Webskitters LTD has strong data analytics, business development and entrepreneurship skills. He keeps himself updated about latest technological innovations in his past time and encourages his team to incorporate new technologies and move beyond the defined boundaries of design, development and digital marketing. His inquisitive nature constrains him from flattering any limits and that’s made him a successful entrepreneur, a great leader for his team and a wonderful human being.