Google’s RankBrain: What It Is and What It Means for Content Marketing

You may have heard of artificial intelligence being used in your favorite Sci-Fi movies, but did you know that it’s currently being used by Google? RankBrain is the name of Google’s artificial intelligence, or AI, system that was designed to increase the search engine’s ability to provide the most relevant and helpful search results possible. Learning more about RankBrain and how it works can help improve your company’s content marketing strategy:

Understanding RankBrain

Though RankBrain has only been around since 2015, Google has stated that it is the third most important factor considered when delivering search results. Content and links are the other two most important elements that help Google provide relevant search results. Thanks to AI, RankBrain is able to learn and make new connections based on the websites it already has access to. This allows the algorithm to look through billions of pages on the internet to find the ones that will be most helpful for people doing searches through Google.

Creating Quality Content

As Google’s algorithms make searching a more intelligent and adaptable process, it is more important than ever for companies to create high-quality content that answers questions online users might have. As RankBrain becomes smarter, it gets better at delivering results based on vague or limited search queries. This is why companies need to think about the types of online searches their desired customer base might be making so they can create content that answers the questions they have. Focusing on better content can help your business become more visible through search results.

Including Relevant Links

Because links are important to Google search results, it’s a good idea to include them in your content. However, you need to choose high-quality links from reliable sources to make your content stand out. When you include the right types of external links in your custom content, you can become a more trustworthy and authoritative source in your industry.

If you’re interested in learning more about RankBrain or other factors that affect search engine results, contact Pennington Creative. We specialize in providing custom content for small and medium-sized businesses and can help you gain a better understanding of how search results can impact your business.

About the Author

Jessica - Digital Marketing Manager, Social Media Services
Jessica DeMilt

Digital Marketing Manager, Social Media Services

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