Does RankBrain change the way we do SEO?
This entirely depends on what kind of SEO strategies you use! RankBrain may represent either a minor or major change in your SEO efforts. For instance, let’s consider the search query “best smartphone.” Pre-RankBrain, SEO practitioners may have been laser focused on factors like keyword optimisation, backlinks, and content quality. However, with the introduction of RankBrain, the interpretation of this query becomes more sophisticated.
RankBrain takes into account various factors such as the searcher’s location, search history, and previous interactions with search results. It recognises that the word “best” in the query implies that the searcher is looking for a recommendation rather than just general information about smartphones. As a result, search results may include articles or reviews that highlight the top-rated smartphones, considering factors like performance, camera quality, and user satisfaction.
In this example, RankBrain’s ability to understand search intent enables it to deliver more relevant results that align with the user’s true needs and preferences. SEO practitioners need to consider these contextual factors and create content that addresses the specific intent behind the search query.
RankBrain also emphasises the importance of providing comprehensive and in-depth content. It was the final nail in the coffin for the ‘one keyword, one page’ style of SEO that proliferated doorway pages and thin content. Instead of creating separate pages for related keywords, such as “piano removals”, “wardrobe removals” and “gym removals” a web publisher should instead focus on consolidating this into a single piece on “heavy item removals”. This approach aligns with RankBrain’s understanding of search intent and improves the chances of ranking higher in search results.
Moreover, RankBrain’s impact extends beyond individual keywords. It analyses the semantic relationships between words and phrases, allowing it to identify related topics and concepts. As a result, creating content that covers a broad range of relevant topics and provides comprehensive information can help improve visibility and relevance in RankBrain-powered search results.
In conclusion, RankBrain’s impact on SEO highlights the significance of understanding and optimising for search intent. By considering contextual factors, creating comprehensive content, and aligning with RankBrain’s interpretation of search intent, SEO practitioners can enhance their visibility and relevance in search results.