Google RankBrain – Taking the traditional web search to Artificial Intelligence Machines

Despite being 4 years old, the topic of Google Rank Brain still manages to gather oodles of controversies. Nevertheless, when it comes to the core algorithm of Google, Rank Brain comprises an indispensable part. In fact, it is the sole machine learning system that Google leverages as of now. Let’s unfold more facts about this algorithm.

Meet Google RankBrain 

In 2015, Bloomberg revealed Google’s plan to shift its web search to artificial intelligence machines with RankBrain. Since then, the machine- learning AI system has become an important part of the SEO world. You can say that the machine is better at tackling unsearched queries, especially when it is not sure about the meaning of the query. Initially, RankBrain existed in 15% Google queries only. However, with time, the AI system has expanded appreciably to affect a majority of Google search results.

How it works?

RankBrain leverages AI to convert textual search queries into mathematical entities, termed as word vectors. The computer can grasp these vectors or distributed representations easily, with the help of their unique coordinate addresses. Put into simple words, if the AI machine comes across an unfamiliar word or phrase, it does the guesswork to find out other words or phrases having similar meaning, and fetches the refined result accordingly.

Delving deeper into RankBrain

The AI machine tries its best to grasp the intent of query, which otherwise holds no meaning. For instance, let’s consider a query, “Summer Olympics”. There could be several intents behind this search.

  1. The searcher might want to inquire about the Olympic games, which are about to happen or took place recently.
  2. The searcher might be interested to know about the country that gained the maximum medals in the history of Olympics.
  3. He might want to search for the best player in the recent Olympics from the contingent of a respective country, say India.
  4. The searcher might be interested to know about the most promising players of the ongoing / upcoming 2020 Summer Olympics to be held in Tokyo.

Since Tokyo Olympics is about to start in 2020, hence, most probably, a simplistic algorithm will show the venue of the tournament as the search result, irrespective of the main intent behind the query. However, with Rank Brain algorithm at work, the story could be different. For example, if the searcher is currently located in Tokyo, Google might end up giving directions to the Stadium where the event will be inaugurated. Hence, signals such as current location of the searcher, freshness of the web content, etc, can be significant for RankBrain in interpreting the most satisfying results.

Optimizing for RankBrain

It is easy to optimize your website for RankBrain; all you need is to follow Google’s Fary Illyes advice, “Try to write content that sounds human”. Yes, just write it in simple and natural language. If you start writing like machines, your website would only end up confusing RankBrain, without getting any optimization benefits.

It is high time to upgrade your business and include upscale technology to acquire potential customers. Rank Brain is among the best innovations in this regard to satisfy your cause; all you need is to enjoy searching with this artificial intelligence invention!

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