The RankBrain Update

Launched in October 2015, the RankBrain Update introduced a machine learning artificial intelligence system to help process and interpret Google search queries. This update was designed to better understand the intent behind searches, particularly for complex, ambiguous, or never-before-seen queries.

Fallouts and Highlights from the Update

The RankBrain Update didn’t cause immediate, widespread ranking changes like some previous updates. Instead, its impact was more subtle and far-reaching, gradually changing how Google interpreted and responded to search queries.

One of the most significant impacts was on long-tail and conversational queries. RankBrain’s ability to understand context and relate concepts allowed it to provide more relevant results for complex searches that might not have exact keyword matches in web content.

For instance, a search for “What’s the name of that fish that looks like a snake?” might return results about eels, even if the pages didn’t contain those exact words. This represented a major step forward in Google’s ability to understand and respond to natural language queries.

The SEO community was both excited and apprehensive about the implications of machine learning in search. Some saw it as an opportunity to focus more on creating high-quality, user-focused content, while others worried about the decreased predictability of search rankings.

Google’s then Senior Vice President of Search, Greg Corrado, described RankBrain as the third most important ranking factor, after content and links. This statement sparked intense discussion and analysis in the SEO world.

Strategy Evolution

The RankBrain Update necessitated several shifts in SEO strategy:

1. Increased focus on creating comprehensive, topic-based content rather than keyword-focused pages
2. Greater emphasis on understanding and addressing user intent
3. More attention to semantic SEO and natural language optimisation
4. Development of strategies to optimise for voice search and featured snippets
5. Renewed importance of user engagement metrics as potential ranking signals

This update marked a significant shift in SEO thinking, moving beyond traditional keyword targeting to consider the broader context and intent behind searches. It encouraged SEO professionals to think more like their target audience and create content that genuinely answered user questions and needs.

For many websites, this meant restructuring content to cover topics in-depth, rather than creating multiple thin pages each targeting a specific keyword variation. It also led to an increased focus on creating comprehensive guides and resources that could serve as definitive answers to user queries.

The update also highlighted the importance of user engagement metrics. With RankBrain potentially using factors like click-through rate and time on site to gauge relevance, SEO professionals had to pay more attention to these behavioural signals.

Overall, the RankBrain Update pushed the SEO industry towards a more holistic, user-centric approach to optimisation. It underscored the growing importance of creating high-quality, relevant content that satisfied user intent, rather than focusing solely on traditional ranking factors.