Google’s RankBrain Judgment Day – These 4 SEO Strategies are What You Need to Make It Through
It was on the 26th of October 2015 when the way web pages are being ranked has changed forever. This is when RankBrain was introduced to the world. RankBrain is the machine-learning artificial intelligence system of Google.
Google’s mission for using RankBrain is to free its results from web pages that don’t offer the best quality of content and to look for answers that are most relevant for users.
This means that a marketer who hopes to get that much-coveted visibility on the constantly shrinking organic SERPs must gear up for the battle against machines.
The future of SEO is still unknown but using the above strategies and with the help of professional search marketing services, you will be able to approach it filled with more hope.
RankBrain –A 1 to 10 Scale of Page Relevance Analysis
RankBrain analyzes web pages for relevance.
Each page gets a score of 1 to 10, 10 being very strong while 1 is the most dubious result.
RankBrain technology took inspiration from the earlier G-350 technology or better known as Google AdWords’ Quality Score.
The intelligent AdWords technology didn’t require external signals or links just to rank the paid search ads for their relevance.
This will soon become applicable to organic search.
Does it mean that the SEO apocalypse will soon be here? No, that is not the case ^__^
What happens instead is that Google, with the help of RankBrain, learns in a more advanced way what people really click on and if they are satisfied with the results they click through or not.
However, sooner or later, RankBrain will become the most important ranking factor. And if you want to be prepared and be ready to survive this whole new world, the following RankBrain strategies can help you out:
Ensure SEO Success with High Organic CTRs
Google uses the Quality Score algorithm for rating the relevance and quality of your AdWords ads and keywords. Your historic performance in AdWords, ad text relevance, landing page relevance and quality, keywords relevant to the ad group, and clickthrough rate all determine your cost per click as well as your ad rank during the process of the ad auction.The secret to beat the algorithm of Quality Score is to beat the anticipated clickthrough rate for a specific ad spot. Remember that there is no such thing as an expected CTR since CTR varies depending on the location, device, time of day, and many other factors. You can look forward to a higher Quality Score if your ad does better than the expected CTR.
Attracting higher CTRs will be crucial to your success like how it is also the most critical aspect of PPC’s campaign success.
Optimize SEO Descriptions and Headlines for Higher Than Average CTR
While it is great to have SEO meta descriptions and headlines or title tags, having them optimized is so much better. For PPC ads, titles that are optimized with keywords are the equivalent of DKI or Dynamic Keyword Insertion and they generate returns that are higher than average.But, ads that use DKI are less likely to generate ads that belong to ads with the most number of click-through rates as normalized by the ad position or unicorn status.
The ads are good enough and they also perform well enough. However, it is not enough for it to be just good if you want to beat RankBrain. Instead, what your organic listings need are remarkable and amazing clickthrough rates. Make sure you use keywords and emotional triggers in your descriptions and titles for your CTR to turn from good to great.
Optimize for Conversion Rates
Among the hidden things measured by Quality Score are task completion rates or conversion rates.
As expected, Google knows your conversion rates. This is because machines were able to learn how to tell if your website traffic converts.When it comes to organic search, the conversion might not be equivalent to form completion. If you want to push a content piece, Google can check engagement metrics such as bounce rate and time on site since higher engagement has a correlation with higher relevance or interest.
You basically need to work towards higher than expected or engagement metrics according to different criteria such as type of device and query, time of day, and location. Your task completion rates also need to be better compared to other similar websites.
If your task completion rates are high, Google will think that you have relevant content. RankBrain can penalize you if your task completion rates are crappy.
Word of Caution
For those who plan to spam RankBrain, marketers are known to take any technique that really works and beat it to death. However, you should never try using bots in an attempt to outsmart RankBrain. After all, RankBrain is quite strong. It has been more than 15 years since Google first started to build PPC ad click-fraud detection systems. You can never beat bots at a game that they made.
( PS: Don’t fully trust Google ^___^ )