What is the RankBrain algorithm? The impact of user behavior on SEO

Rank Brain can be considered Google’s new algorithm based on artificial intelligence. This algorithm has the task of identifying the user’s desired concept based on the searched phrase and showing the best answer to him. Also further optimize search results ranking based on user behavior.

Google algorithms for collecting, interpreting and summarizing web world data; They try to provide the closest and best information in response to the user’s search. In recent years, many algorithms have been added to Google, each of which is responsible for examining different sections to provide the best answer to the audience in ranking results. In mid-2013, after some modifications and changes, Google’s main algorithm was named Hammingbird or Hummingbird.

In the early versions of Google’s algorithms, special attention was paid to words, how to write their presence on web pages. In fact, using Google’s previous algorithms such as Penguin, Panda, etc., it was an attempt to find the best relationship between the search term and the page keywords.

This has led webmasters to try to increase their chances of appearing in search results and gaining a better position by repeating a word in different parts of the page. The result was nothing but user dissatisfaction and the production of low-value content. The Rankubrin algorithm was introduced with the aim of identifying its meaning instead of paying attention to the word itself and offering users pages that are the best answer to this concept.

Rank Brin caused the key concept to replace the keyword.

In the following, we will examine everything that is needed to better understand the performance of the Rank Brain algorithm, but if you do not have enough time to study the text carefully, we suggest that you watch this algorithm in 6 minutes by watching the video below.

 

What is a Rank Brain Algorithm?

In answer to this question, it should be said that the ranking algorithm is the latest solution of Google to better process data and display the best results and rank them. In October 2015, Google officially introduced Rankobrin, which is practically an auxiliary algorithm for hummingbirds.

Rankobrin is a new technology based on artificial intelligence (AI) designed using machine learning algorithms or Machine Learning. Machine learning also means that a computer automatically learns how something works instead of being taught by humans or using programs with precise technical details.

Machine learning algorithms in the process of their work review and analyze existing data and try to teach and learn from their results and experiments using artificial intelligence, in simpler language using machine learning algorithms and combining it with artificial intelligence, computers and Search engines are learning new things and becoming smarter every day.

 

Investigate how the Rank Brain algorithm works

Before the Rankobrin algorithm came into being, Google’s engineering team had developed a mathematical algorithm that used it to determine the position of search results, regardless of periodic updates; It had an almost constant trend; While the ranking algorithm is constantly changing and learning.

This allows the user to use the Rank brain algorithm to get the result that most closely resembles the search term. In practice, this algorithm is able to learn and detect new patterns and is more advanced than the Hummingbird algorithm and has better performance in modifying search results.

According to the official statement of Google; The top ranking algorithm is responsible for responding to fifteen percent of all online searches and is one of the most important signals determining the position and ranking of sites. Rank brain algorithm is currently the third most influential factor in determining results and responding to user search queries and site rankings.

1- Identify the key concept based on the searched phrase

Ranking algorithm uses artificial intelligence to convert large volumes of data into comprehensible vectors for the computer, and when it sees a word or phrase that it is unfamiliar with, it begins to guess about that word or similar phrases. .

The ranking algorithm pays attention to the words in the user’s search and interprets the meaning of the words. Then, by examining the user’s geographical area, search history, interests that the user has shown in the past (information gained through access to your smartphone and your searches on the Internet) and tips from this and using other factors (200 factors introduced by Google) to Ranking search results for display on the first page of Google. So in a nutshell we can say that;

The Rank Brain algorithm is a model for interpreting a user-searched phrase.

The image below clearly shows that Google, according to the search term, has succeeded in understanding the meaning of the user, which is “responsive site design”, and provide her with appropriate results.

2- Examining users’ behavior after displaying search results

Rankburn’s performance is not limited to identifying the user’s intended concept, but also tries to check the satisfaction of what is displayed after the search results are displayed. In fact, the user behavior on the search results page helps this algorithm to have a better understanding of the concept he wants and determine the ranking of search results accordingly.

When a Google search is performed, the ranking algorithm begins to examine user behavior and page rank. In this process, the search term, user profile and results displayed by Google are saved. In the next step, the sites that are selected by the user and the time of the user’s presence in each of them are checked and finally the level of satisfaction with these pages is measured.

One user behavior alone is not what Google wants, but the same process is repeated for thousands of other users, and decisions are made based on the information gathered about changing the ranking of results.

 

What information does Rank ‌ Brin collect and review?

Examining the rank-and-file algorithm and its effect on search results helps us to identify practical and effective strategies for gaining a better position. In this section, we try to introduce you to some important factors for the Rankubrin algorithm.

1- Conceptualism and answering user questions

The importance of the content produced on the sites is not hidden from anyone and it may be better to introduce the page content as the most important factor in SEO. By using content production techniques and observing conceptualism in the text, any site can be brought to the top of search results!

Of course, do not forget that we mean valuable content, not the abundance or number of content! In the production process, you have to create content that is goal-oriented, meets a new need, or even provides a more complete response to the user’s past needs. Your content should be in a way that impresses the audience and receives audience feedback by creating a sense of interaction. The top ranking algorithm pays attention to such issues and your site ranking is influenced by these factors.

Selecting the right topics for the content, observing the conceptualism in the text and recognizing the standards related to a responsive content are taught accurately and practically in the SEO strategy and content production workshop of SEO teaching Academy.

2- Factors affecting user satisfaction before entering the page

In addition to the quality of the content, other factors are taken into account to determine the user’s satisfaction with the content of the page. For example, when a user searches on their mobile phone, Google tries to suggest pages that fit nicely in smaller sizes. As a result, responsive site design will be one of the factors affecting user satisfaction with the page.

Before your site is displayed to the user, items such as page load speed, correct display on mobile and tablet, compliance with coding standards and beautiful and functional design will be reviewed by Google.

3- Checking the level of user satisfaction when searching

Rankubrin tries to accompany the user in all directions, from the beginning of the search to the final answer, and to improve the search results based on his behavior. As a result, one of the most important factors is the level of user satisfaction with the results displayed to him.

On the first page of Google, 10 sites are usually offered to the user, who decides which one to choose according to their title and description. The amount of site selection by users is usually determined by a factor called CTR. In fact, CTR is the number of clicks on each result divided by the total number of searches performed on it.

In addition to CTR, the user’s time spent on the selected site (Dwell Time) and the search term returned to Google is also checked by Rankburn. These factors will indicate the level of user satisfaction with a site.

Identifying these factors and optimizing the site to increase the CTR rate and increase the time the user spends on the page can have a great impact on your position in future searches. These items will be taught to you in the professional SEO techniques workshop.

4- Checking users’ satisfaction with the content of the page periodically

Another way to determine user satisfaction with the content of the page is to review the period of changes made to it. For example, if the number of comments posted on a page is high, it can be said that users are satisfied with the content provided on it and have a good relationship with that page.

As a result, the ranking algorithm periodically examines the web pages and examines the amount of sharing on social networks, the number of external links to the page, comments posted by users and the rating they have given to its content. The more users interact with your site, the better your chances of getting ranked in search results.

5- Phrases used for internal and external linking

Anchor text is the word or phrase you use to create a link between two pages on the Internet. For more information on the type and how to use it, you can refer to the article Anchor Text
See.

One way Google understands the subject of a page is how other web pages link to it. In other words, when another site links to your page with the phrase “buy a laptop” the user and of course Google announces that the subject of this page is the purchase of a laptop. Many SEOs try to create different links from other sites for their site, but generally their focus is on using a specific term for link building.

Just as in content writing we should use conceptualism and the use of family and synonymous terms to describe the subject of the page, in link building we should also pay attention to these things. The more variety of phrases linked to a page (with the same subject and concept), the better your chances of getting a place in the search results.

Change your approach to using long keywords. Using such an approach and using the ranking algorithm, Google will understand the topic and content of your site in the best possible way. This will make you rank for one word at a time. Practical strategies for selecting anchor text and internal and external link building in the White Hat link building workshop
SEO teaching is taught.

6- Observance of writing standards and principles of simplification

The biggest mistake that many writers and webmasters make is that articles or content are too complex or cumbersome! They write; As if the purpose of producing content is to write text for Google and not for the user! This can make it difficult for you to rank well in Google. With the Hummingbird algorithm and the addition of the Rankobrin algorithm, Google has become much smarter than ever.

Always try to write simple and fluent content so that even the most novice users will understand it. Writings without spelling mistakes and with simple expression will soon get a place in Google.

Use of H1 to H6 tags, selection of appropriate titles, length of content (1500 words and more), use of keywords in alt images, use of subtitles and numbering, use of video and correction of grammatical and written errors are all among the items that Are examined by the Rankobrin algorithm.

 

How has the ranking algorithm affected the Google search page?

So far, we have seen that the ranking algorithm plays an important role in ranking results and identifying the concept that users want. The information collected by this algorithm has helped Google to add new features to the search results page. These sections help users get their answer without leaving Google. Here are some examples.

1- featured snippets

In some searches, we see that a content box is displayed at the top of the search page, which usually contains the answer to the user’s question in the form of a list. This feature is called featured snippet or Google rank 0.

A site ranked in zero is one of the 10 sites displayed on the first page of Google. Google usually uses the zero position display for queries that have query mode.

Detailed information on the process of selecting sites and content for display is not announced at zero, but usually sites are displayed in this section that have a very high credibility and in their content have examined the case and a question step by step.

2- People also search for

When you select one of the search results and then return to the same page of search results, a separate box is displayed at the bottom of the page that displays phrases related to the topic you are searching for.

In this case, the Rankubrin algorithm realizes that you have not received your final answer by referring to that page, and you need more detailed searches. As a result, based on the phrase you searched for and the page you selected, new options will be presented to you.

3- People also ask

In many searches, which mean asking a question, a different box is displayed to users, which includes searches related to the topic you are looking for. By selecting each of them, a short content of the answer to the same question and a link for more information will be displayed.

This section is also compiled and displayed using the Ranking algorithm and based on other searches performed by users.

Conclusion

The ranking algorithm is now more focused on examining user behavior and displaying search results based on metrics such as site bounce rate, user time on page, CTR and کلیک clickthrough rate. To get the best results, it is enough to produce valuable content for your users in a simple and understandable language according to any specialization you have, and analyze and optimize their behavior when entering the site or appearing on the page.

Keep in mind that the Rank Brain algorithm, despite nearly three years since its introduction, is still in the trial and error phase and continues to improve performance.

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