{"id":13094,"date":"2017-03-02T04:00:19","date_gmt":"2017-03-02T10:00:19","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=13094"},"modified":"2025-07-29T12:24:43","modified_gmt":"2025-07-29T17:24:43","slug":"search-rankbrain","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/search-rankbrain\/","title":{"rendered":"Optimizing for Search in a RankBrain World"},"content":{"rendered":"<figure id=\"attachment_25152\" aria-describedby=\"caption-attachment-25152\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/03\/RankBrain-Search-1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-25152\" src=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/03\/RankBrain-Search-1.jpg\" alt=\"RankBrain and Search\" width=\"1000\" height=\"668\" srcset=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/03\/RankBrain-Search-1.jpg 1000w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/03\/RankBrain-Search-1-300x200.jpg 300w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/03\/RankBrain-Search-1-768x513.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><figcaption id=\"caption-attachment-25152\" class=\"wp-caption-text\">Image Credit \u2013 metamorworks\/shutterstock.com<\/figcaption><\/figure>\n<p>Google often changes things up, as it is constantly <a href=\"https:\/\/www.rocksdigital.com\/website-search-engine-optimization\/\">fine-tuning its powerful search algorithms<\/a>. Observant SEO pros can determine when something new is added to the mix, but what about everyone else? Google doesn\u2019t exactly shout it from the rooftops whenever they update or launch a new algorithm. In the case of the AI (artificial intelligence) RankBrain algorithm, Google broke tradition and verified that it is indeed operating \u2013\u00a0and affecting search results.<\/p>\n<h2>Google is Shaking up Search with RankBrain<\/h2>\n<p>RankBrain is not just another Google tweak to be ignored. RankBrain uses machine learning to improve search results and goes beyond the keywords that are searched for, factoring in the intent of the user when delivering search results.<\/p>\n<p><span class=\"callout\">RankBrain\u2019s Artificial Intelligence (AI):<\/span><\/p>\n<ul>\n<li>examines how and why people carry out certain searches<\/li>\n<li>is learning and evolving constantly<\/li>\n<li>focuses on user intent to deliver stronger search results<\/li>\n<\/ul>\n<h3>The Workings of RankBrain and Local Search<\/h3>\n<p>At this point, RankBrain affects less than one quarter of search results. This figure is estimated at around 15\u201320%, but we can safely say it will increase as the RankBrain algorithm keeps learning.<a href=\"https:\/\/www.searchenginewatch.com\/2016\/04\/06\/webpromos-qa-with-googles-andrey-lipattsev-transcript\/\" target=\"_blank\" rel=\"noopener\"> Andrey Lipattsev of Google<\/a> <u>puts <\/u>RankBrain in the top three most important ranking factors. That\u2019s huge\u00a0because the other two top factors are links and content! Once again, RankBrain is another Google tweak, but a very important one, and it has to be considered when creating and publishing content.<\/p>\n<p>Black-hat SEO tactics \u2013 spam, keyword stuffing, link farming \u2013 will continue to impact website placement in search results. But keep in mind that Google rewards marketers and businesses that play by their rules. Be consistent in providing a quality experience for searchers and customers that will please RankBrain, and therefore Google.<\/p>\n<p><span class=\"callout\">What Does RankBrain Want Most?<\/span><\/p>\n<p>It may help to think of RankBrain as a consumer itself. And what does the consumer want? High quality content! <a href=\"https:\/\/www.advicelocal.com\/blog\/future-proof-seo-google-algorithm\/\" target=\"_blank\" rel=\"noopener\">Google is big on the concept of E-A-T content<\/a><u>,<\/u> just like searchers, just like the consumer. E-A-T is defined as Expertise, Authority, and Trustworthiness, and E-A-T content exhibits a high level of each component. Google looks at a website and measures these characteristics, evaluating website quality and basically putting itself in a searcher\u2019s shoes. Is the site helpful and informative? Is it trustworthy?<\/p>\n<p>Everyone wants accurate, high quality, trustworthy results and content to solve their \u201cI-want-to\u201d moments: I want to do, I want to go, I want to learn, I want to buy. These \u201cI-want-to\u201d interludes are called <a href=\"https:\/\/www.rocksdigital.com\/mobile-stats-consumer-needs\/\">micro-moments<\/a> (as defined by Google). Every content producer should strive for content that provides reliable information people can learn from and use to fulfill their needs. Such content not only answers questions and solves problems, but it saves time. Go ahead \u2013 next time you run a search gauge the amount of high-quality results you see. It seems RankBrain is indeed helping deliver more meaty results with less spam.<\/p>\n<p><span class=\"callout\">Creating Content that RankBrain Likes<\/span><\/p>\n<p><span class=\"callout\">1. The Key to Keyword Use<\/span><\/p>\n<p>The strong focus on user intent doesn\u2019t put keyword research out of business. On-page optimization and keywords remain an important part of local SEO. Historically, the focus has been on shorter, keyword-heavy content. However, the content producer should no longer focus on a single keyword, but instead, choose a main keyword phrase supplemented with a few related search terms. Content that goes more in-depth is rewarded in the RankBrain world.<\/p>\n<p><span class=\"callout\">2. Put People First<\/span><\/p>\n<p>RankBrain\u2019s AI core is looking for content obviously directed at real people. This is definitely a case where \u201cthe customer is always right\u201d as Google rewards natural-sounding content directed towards the searcher. When creating content always keep the target audience in mind. As a creator yet also a consumer, what would you like to see? Write and create with this mindset.<\/p>\n<p><span class=\"callout\">3. Remember the Local Aspect<\/span><\/p>\n<p>In creating this deep-focused content for real people, include the local aspect. You have perhaps heard the expression, \u201call politics is local.\u201d Accordingly, the needs of the local consumer take priority, so be sure to include localized content and keywords aimed at a specific audience. Do this consistently and RankBrain will take notice, helping to get a business found via higher rankings and improved visibility.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=How+to+Optimize+for+Local+%23Search+for+%23Google%27s+%23RankBrain+by+%40BernieColeman+%23RocksDigital&#038;url=https:\/\/www.rocksdigital.com\/search-rankbrain\/' target='_blank'>How to Optimize for Local #Search for #Google&#8217;s #RankBrain by @BernieColeman #RocksDigital<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=How+to+Optimize+for+Local+%23Search+for+%23Google%27s+%23RankBrain+by+%40BernieColeman+%23RocksDigital&#038;url=https:\/\/www.rocksdigital.com\/search-rankbrain\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p><em><strong>So now that you understand RankBrain\u2019s intentions and preferences, are you ready to produce better content? Calculate the next best steps and get started!<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google often changes things up, as it is constantly fine-tuning its powerful search algorithms. Observant SEO pros can determine when something new is added to the mix, but what about everyone else? Google doesn\u2019t exactly shout it from the rooftops whenever they update or launch a new algorithm. In the case of the AI (artificial [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":25152,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[107],"tags":[22],"class_list":["post-13094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimizing for Search in a RankBrain World | Rocks Digital<\/title>\n<meta name=\"description\" content=\"Learn about Google&#039;s RankBrain artificial intelligence algorithm and the changes your business should take to optimize search.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rocksdigital.com\/search-rankbrain\/\" \/>\n<meta property=\"og:locale\" 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