Google's RankBrain?
RankBrain gets smarter over time by evaluating patterns between past searches and looking at user behaviour, including bounce rate and dwell time, to essentially conduct a post mortem and determine whether the results it delivers were, in fact, useful to the searcher.s
Machine learning is a system developed in such a way that it can learn by itself without human intervention. At the high-level machine learning system can be of two types;
- Supervised Machine learning. This system requires a set of data to learn from. This data is well labelled and categorized. The data from which a system learns is called training dataset. In other words, the data acts as a supervisor and supervises the learning of the system, hence called supervised machine learning.
- Unsupervised Machine learning: In this case, the data given to the system is NOT categorized or labelled. The machine has to find the structure and patterns in the data by itself. The system then needs to learn from these patterns and apply to the new data given to it.
The Best Ways to Utilize Google Rank Brain For SEO
While RankBrain is technically a type of algorithm, its use of artificial intelligence and machine learning means that it is constantly updating and evolving itself (whereas traditional algorithms need to be updated by a human computer programmer).
Before the advent of RankBrain, Google’s algorithm was entirely developed and updated by people. Now, RankBrain is able to automatically adjust the algorithms on the fly.
Also, as explained on The Next Web:
“RankBrain converts the textual contents of search queries into ‘word vectors,’ also known as ‘distributed representations,’ each of which has a unique coordinate address in mathematical space. Vectors close to each other in this space correspond to linguistic similarity.”
How does RankBrain rank a website up or down in SERP?
To rank a website, RankBrain observes the way users interact with the search result. We can think of few parameters;
- Which organic search result receives the most click (CTR)
- After clicking a website, how much time do users spend on it. (Dwell time)
- Are the users satisfied with the webpage or keep going back and forth till they find what they look for. (Pogo-sticking)