Google’s RankBrain is one of the most important ranking factors that determine the fate of many websites. This machine-learning algorithm can immediately tell if a site’s content is relevant to users. Learning how to leverage it will allow you to beat your stiffest competitors.
A Utah-based SEO consultant from SEO Werkz cites the following ways you can make the most out of the system and get a competitive advantage.
Improve Your Page Snippets
Click-through rate is an important factor that affects the way RankBrain perceives your website. The more clicks your link gets on a results page, the better it will look. One of the ways to achieve this is to improve the snippet. Write better title tags and meta descriptions to pique the interest of potential visitors. Use active and action words to elicit a sense of urgency, and don’t forget to include a call-to-action in writing the text.
Refresh or Create New Content
Content has always played a vital role in the success of any online campaign. RankBrain puts a premium on sites that deliver quality articles, videos, images, and others to their respective audiences. Update existing pages with new information and fresh examples. Rewrite old posts to suit current ranking factors and parameters set by Google’s algorithm.
Publish new articles that have in-depth details backed by numbers to show you’re an expert in your industry. Hold webinars or interviews with other niche experts to build trust and rapport with both your intended audience and search engines.
Focus on Concepts and Not Just Keywords
Google RankBrain is smarter and savvier when it comes to ranking based on keywords. The latter is still important; however, algorithms prioritize sites that use concepts, context, and user intent in their content optimization campaign. Focus on topics that potential readers may want to read. Include search term variations and other phrases related to them to rank higher and reach a wider audience.
These are some of the ways to optimize your pages for Google RankBrain. Integrate these into your campaigns to maximize resources, make the most profit, and convert at a higher rate.