In 2015, Bloomberg revealed Google’s plan to switch its web search to artificial intelligence machines with Rank Brain. 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 addressing unsought queries, especially when you’re not sure what the query means. Initially, Rank Brain existed in only 15% of Google queries. However, over time, the AI system has expanded considerably to affect most of Google’s search results.
How does it work?
Rank Brain leverages AI to convert textual search queries into mathematical entities, called word vectors. The computer can grasp these vectors or distributed representations easily, with the help of their unique coordinate directions. Put in simple words, if the AI machine comes across an unknown word or phrase, it does the guesswork to find other words or phrases that have a similar meaning and gets the result refined accordingly.
Delving into Rank Brain
The AI machine does its best to understand the intent of the otherwise meaningless query. For example, consider a query, “FIFA City”. There could be several intentions behind this search.
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The search engine may want to inquire about a FIFA tournament, which is about to take place or took place recently.
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The person could currently be located in a hotel near the FIFA headquarters and is looking to get to the stadium to attend the opening ceremony.
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The seeker may be interested in knowing the winners of all the FIFA tournaments to date, or they may only want to know the defending champion.
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You might want to look up the hometown of the best FIFA player in the last season.
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The search engine might also be willing to search for the most promising players of the current/next season of FIFA.
Since FIFA 2018 is about to start recently, a simplistic algorithm will most likely return the tournament venue as a search result, regardless of the main intent behind the query. However, with the Rank Brain algorithm at work, the story could be different. For example, if the searcher is currently in the host city of the FIFA opening ceremony, Google could end up giving directions to the stadium in question. Therefore, signals such as the current location of the browser, the freshness of the web content, etc., can be important for Rank Brain when interpreting the most satisfactory results.
Optimization for Rank Brain
It’s easy to optimize your website for Rank Brain; what you need is to follow Google’s advice: “Try writing human-sounding content.” Yes, just write it in simple and natural language. If you start typing like machines, your website will only end up confusing this algorithm, with no optimization benefit to it. It’s about time to upgrade your business to include top-notch technology to acquire leads. 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!
