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Rank Brain 2018
Major Google Algorithm Update You Need to Know

Many times, we’ve heard SEO is not working, SEO is dead! Have you thought why it happens so? What makes people to think like this?

Yes! These questions want a school of thought if you are really grave for the SEO optimization. Key to the above cravings is answered in Google latest RankBrain algorithm.

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Let’s get started!

Chapter1

Chapter 1

What’s Google Rank
Brain?

Chapter2

Chapter 2

How RankBrain Tweaks it
Results Autonomously

Chapter3

Chapter 3

Keyword search in
RankBrain AI System

Chapter4

Chapter 4

Supercharge your
SEO with AI

Chapter5

Chapter 5

RankBrain in Practice

Chapter6

Chapter 6

Does Organic CTR impact
SEO keywords

Chapter7

Chapter 7

Optimize Titles and
CTR Description Tags

Chapter8

Chapter 8

Optimize Content for Dwell Time and Bounce Rate

Chapter9

Chapter 9

Optimization Strategies -
Brand Awareness

Chapter 1
Google RankBrain

ChapterNo.1Main

What’s Google Rank Brain?

Google’s core search algorithm that assists in determining the most relevant results to latest search engine queries. It constantly organizes the SERPs to give you accurate rankings for a specific search term or keyword.

What factors make RankBrain Unique?

Beforehand, Google Search results were tweaked manually that included Dwell-time, Bounce Rate or CTR etc. and-coded Google algorithms were used. But now RankBrain works in a totally different ball game. In a nut shell, RankBrain nips the algorithm under its own steam.

Chapter 2
How RankBrain Tweaks it Results Autonomously

chapter2image

RankBrain has two basic tasks. Number one is understanding of the search keywords. And number two is the measurement of how people interact and response to different results. In short, we can say user satisfaction. RankBrain excels in better understanding of new keywords in comparison to Google. Now a question mark hangs over “How does RankBrain knows the set of results they’ve shown to searchers are certainly good???

chapterimage1

Viz, RankBrain shows you set of results only what you will like to see. Like if million of people like one particular page, RankBrain would boost the ranking of that page and show it on top results.

This being said, if users did not like that page, RankBrain drops and replaces it with the different page that has
more page CTR.

And next time, if someone searches for the particular keyword, they’ll analyze how it works!

Chapter 3
Keyword search in RankBrain AI System

chapter3image

RankBrain understands the requirement of internet user. And only share 100 % accurate and relevant results to his query.
Isn’t it Great?

Google had no hint of what actually searcher wants. What Google used to do was simply guess and provide results to
user. In this way, 15 % of the typed keywords were not seen or neglected on Googles search engine results as there were billion of searches made per day. Hence, almost 500 million keywords stumped Google day-after-day.

For example, you searched for “Best digital marketing agency in Cape Cod”
Google would look for the pages which contain the terms “Digital Marketing”, “Best”, “Cape Cod”

Best-digital-marketing-agency-in-cape-cod

RankBrain analyzes and understands what you are asking for. And then provides 100 % accurate results as
you can see in the example.

Matches Exclusive keywords to keywords that Google has seen before

For instance, RankBrain observed that people search for “Digital Marketing Agency in Cape Cod” might want to see results in their specific area. So what RankBrain does is it brings up similar results to the keyword it already predicted and learned before.

Best-digital-marketing-agency-in-cape-cod2

Google introduced about the technology called “Word2vec”. This tech has ability to turn keywords into concepts. It understands that Washington DC and United states are related the same way as London and United Kingdom are. But not in the same way as France and Italy are.

Turns Your Search Term into Concepts
RankBrain keeps on finding the pages that cover that concept by going beyond simple keyword matching. It is the interesting element of RankBrain that makes it impressive.

Best-digital-marketing-agency-in-cape-cod3

Chapter 4
Supercharge your SEO with AI

Chapter4main

Modern SEO utilizes all the combined phrases across the board. However, personal SEO skills are dependent on modernity, where RankBrain marks minor or major changes in common SEO practices. Marketers who take advantage of RankBrain can easily boost their SEO.

Increase or Decrease Importance of Backlinks

RankBrain either raise or lessen the importance of backlinks with the help of keywords mentioned in your content. It provides search results according to the content newness, content quality, content length and domain authority.

See an Example Here

For instance, Google Engineers tried to identify best page on multiple given searches and same with RankBrain, but RankBrain outperform different results. It seemed like how Google searchers stay in touch with the fresh search results. If the user finds new algorithm better, they click on the links and continue to read. If not then, RankBrain turns out to old algorithm.

Surprisingly Google RankBrain Algorithm predominated brainy Google engineers by 10%

chapterNo4sub

Despite of RankBrain role as ranking signal, its effect on SEO range from exceptionally complicated to poorly long-tail queries. It provides more appropriate, relevant and concise terms. However, SEO traditional practices remain the same.

That being said, be aware of long-tail keyword strategies that might give your SEO campaign a small hit. But for now, stick to your SEO strategies until RankBrain brings radical changes in average relevance of search results page.

So, what are the AI factors that can enrich SEO performance?
Insights, Personalization or Automation? Not one or just two, instead all three are the important key areas.

AI brings the information that stands out of the noisy and unstructured data via

chapterNo4sub2

Insights

RankBrain brings new insights that may have gone unnoticed previously by Google manual system. Visual search plays a significant role in bringing light to new media processing types. Like Pinterest interprets the content and context of images. Thus, opening up new opportunities for retailers to capitalize discovery search.

SEO Insights

RankBrain brings new insights that may have gone unnoticed previously by Google manual system. Visual search plays a significant role in bringing light to new media processing types. Like Pinterest interprets the content and context of images. Thus, opening up new opportunities for retailers to capitalize discovery search.

chapterNo4sub3

Personalization

You can create a relevant and useful experience for each individual customer with technological assistance of AI. Furthermore, you can add user data to suggest you new products/services which is based on historical activity. In this way you can surface and cross-sell products that do not gain much visibility.

Automation

Very important key search that saves time in creating a strategic and creative content.

Ripe for SEO automation with these tasks

  • Go for Technical Audits
  • Keyword research
  • Content optimization and distribution
  • Tag management
  • Internal linking

So, waiting for what move beyond traditional SEO into the realm of vertical search optimization. For that you will have to understand customer journey stage and follow the delivery mechanism for creating content by persona.

Chapter 5
RankBrain in Practice

chapterNo.5a

Google RankBrain simplifies the complicated, diverse search queries and represent in parts. Following the specific cues to and connecting to the popular searches are the trademarks of RankBrain.

It pays very close attention to these specific points:

  • Organic click-through-rate
  • Dwell Time
  • Bounce Rate
  • Pogo-sticking
  • UX signals are basic points to ponder

What is Pogo-Sticking?

Keep eagle eye on the example
If you are looking to hire a web developer, you would type “web development in cape cod“in Google search bar. As people most often do, they click on the first results of first page

web-development-in-cape-cod

Alas, they reach the page that is good-for-nothing. Introduction of the page is just filled with filler content, not giving fruitful information to the reader.

Like they say
“Web developer are very good….”

So what searchers do is hit back button and again start reviewing the results. Then after spending a minute or two they click on 2nd result.

Similar with this case too, particular result only gives generic advice
“Web Developer have these skills etc.”

Trifling down to previous browser page, you give a try to 3rd result and here you find the exact information
you’re looking for.

chapter5suba

After reaching the exact results you were searching for, you go through the result and get to know about the top Web developers over the world. Since you have got your desired information, you don’t have to waste another hour on research.

It’s the basic attribute that RankBrain considerably pays attention to.

If Google detects that searchers leave a page and click on another result, it leaves a firm note saying that “This Page stinks”

Vice Versa, if there is no Pogo-Sticking on desired results, then definitely RankBrain would boost the page so that it
will be easier to find.

web-development-in-cape-cod2

A lot more to share in next chapters, so keep on reading for a treasure of knowledge….

What is Dwell Time?

Most of the people are not much aware of these terms. So, the questions arise here!
Do you know what’s Dwell time? Does Google verily use Dwell time?

Answer to these questions is here!

  • 1

    It’s the amount of time searcher spends on your site after clicking on the results. Longer the time someone spends on your page, better will it be for your SEO. In short, it indicates that people are loving your results and they are really reading your content.

  • 2

    Answer to second question is YES! Google TRULLY use dwell time to identify your site quality content and SEO. As mentioned earlier, if some one stays on your website for a longer time, it’s beneficial for you. But what if someone bounces off from your site after 3 seconds!!! So, Google will get to know that “This result is not impressive for readers” and will drop down your results at last. Accordingly, all results shuffle Google RankBrain signal and work logically to measure Dwell Time.

Understanding Bounce Rate

I came, I left! what does it mean exactly? When does a visitor bounce?
It refers to the percentage of visitors to a particular website who navigate away from the site after reviewing only one page. If your page has nothing to invite and engage visitors, then quality of content and SEO is low.
In short no trigger from the visitor at all! High Bounce rate is an alarming issue. So, for holistic SEO perspective, there is need to optimize every aspect of your site.

What Can I do? (Let’s Bounce)

  • Ensure Mobile-Friendly Website
  • Look at bounce rate on different sources
  • Avoid disruptions that might hurt the user experience
  • Determine Keyword if your content sufficiently cover those topic for which your page is ranked.

Chapter 6
6 Does Organic CTR impact SEO keywords

chapterNonew

Trend of Long tail keywords has obsolete and less in practice. Back then, it was a common practice of creating thousands of different pages. Each page was optimized in relative to specific keyword.

For example, If SEOs have created one page optimized for “Best Digital Marketing Agency, Cape Cod”. And another optimized for “Best digital marketing Agency in Cape Cod”

Best-Digital-Marketing-Agency,-Cape-Cod11
Best-digital-marketing-Agency-in-Cape-Cod111

Now what Google will do is that rank each of the keyword with different results, but as of today, RankBrain has a clear understanding of the almost two similar terms. Therefore, it will depict nearly identical search results.

Best-Digital-Marketing-Agency,-Cape-Codneww
Best-digital-marketing-Agency-in-Cape-Codnew2

All in all, Long Tail Keyword doesn’t make any longer sense. So, try to optimize around medium tail keywords as they are the middle-of-the-pack terms. Medium Tail Keywords have high search volume contrary to Long tail ones.
See below set of keywords with more search volume

chapter6cnew

If you’ll be using medium tail keywords, Google RankBrain would automatically rank it on top along with
thousands of similar keywords.

chapter6dnew

No matter how informative your content is, only medium tail keyword will rank you on top with specified other keywords related to your topic. Because RankBrain turns data into concepts and then shows results. “digital agency cape cod” “marketing cape cod”.

chapter6e

Highest Organic CTRs give you highest probability of SEO success

Chapter 6
6 Does Organic CTR impact SEO keywords

chapterNonew

Trend of Long tail keywords has obsolete and less in practice. Back then, it was a common practice of creating thousands of different pages. Each page was optimized in relative to specific keyword.

For example, If SEOs have created one page optimized for “Best Digital Marketing Agency, Cape Cod”. And another optimized for “Best digital marketing Agency in Cape Cod”

Best-Digital-Marketing-Agency,-Cape-Cod11
Best-digital-marketing-Agency-in-Cape-Cod111

Now what Google will do is that rank each of the keyword with different results, but as of today, RankBrain has a clear understanding of the almost two similar terms. Therefore, it will depict nearly identical search results.

Best-Digital-Marketing-Agency,-Cape-Codneww
Best-digital-marketing-Agency-in-Cape-Codnew2

All in all, Long Tail Keyword doesn’t make any longer sense. So, try to optimize around medium tail keywords as they are the middle-of-the-pack terms. Medium Tail Keywords have high search volume contrary to Long tail ones.
See below set of keywords with more search volume

chapter6cnew

If you’ll be using medium tail keywords, Google RankBrain would automatically rank it on top along with
thousands of similar keywords.

chapter6dnew

No matter how informative your content is, only medium tail keyword will rank you on top with specified other keywords related to your topic. Because RankBrain turns data into concepts and then shows results. “digital agency cape cod” “marketing cape cod”.

chapter6e

Highest Organic CTRs give you highest probability of SEO success

Chapter 7
Optimize Titles and CTR Description Tags

Chapter7anew

Organic CTR is a key RankBrain ranking signal beyond doubt.
Box you Title Tags with Emotion
Emotional title tags get more clicks than emotionless tags. And this is something where copywriters outshine.

(Higher the emotional value! More the social shares will be)

Yes! Because there is a direct relation between highly affecting headlines and social shares.

Let’s say!

We use generic SEO-optimized title tag “Tips: How to Hire Website Designer”
Fair enough but not pushing the searcher to click on this tagline.

Now if you write in an emotional power house “Mistakes to avoid when hire Website Designer- 5 Effective Tips”
Here you can get more clicks. But try to avoid highly creative emotional titles that don’t sound natural.

Emphasize on Brackets and Parentheses at the end of Title

All time favorite CTR hack that every SEO person should follow.
Yes, because the titles with brackets out stripe 45 % more than bracket less titles. For Example,

Chapter7bnew

You can use these parentheses to make your titles more engaging

  • [ New Date ]
  • [ Up-to-Date]
  • ( Case Study)
  • (Proven Tips)

Use Numbers to Improve CTR

Best practice these days followed by Marketers.
You can use numbers in your titles

See example

Chapter7cnew

See how we have used two numbers in one title irrespective what our content is about.

Spread Power Words into Your Title Tags

Power words are a big hit in bringing serious emotional punch, help your title stand out and get more clicks.

  • Productive
  • Beneficial
  • Competent
  • Proven
  • Updated
  • Case study

Spread power to Optimize Description Tag for CTR

Though, descriptions are not useful for SEO anymore, still this practice is common. If you want to create a productive description tags and optimize descriptions to boost your CTR, then follow these simple rules.

  • 1

    Convey Some Emotion in your Description Tag

Chapter7d
  • 2

    Comprehend your content with selling lines

Chapter7d
  • 3

    Copy the words or phrases that AdWords use

Chapter7e

Include the Targeted Keyword in Description

If you will add the target keyword in meta description, then Google will make it bold and let your link
stand out from others.

capecodmakek

Chapter 8
Optimize Content for Dwell Time and Bounce Rate

Chapter8sub

Best way to improve your dwell time is to provide a quality content that tells Google that your results really give some unique information searchers never seen before.
According to recent research, we came to know that Google RankBrain provides correlation between high rankings and low bounce rate. i.e. Bounce rate and dwell time are inversely proportional to each other.

Chapter8a

Here are some of our strategies that might help you in optimize content for bounce rate and dwell time.

Drive You Content Above the Scroll

REMEMBER! Searcher always want the answer of question here and now! Whenever he clicks on your site. They will not scroll down to read your content thoroughly. So, it is highly recommended to remove filler content and fluff that pushes your reader to go below the fold.

Make first sentence of your content eyes front. This way you’ll hook your reader right off the bat for sure.

Avoid Lengthy Introduction

Believe me! Short introduction works BEST. Short introduction is an ice on cake if you spend more time on making engaging and eye-catching HEADLINES of maximum 4 to 10 sentences.

It’s the highlight of your content where 95 % readers decide to stay or just leave it. It will ultimately increase your bounce rate and lessen dwell time.

Why you have to do so?

Chapter8b

Keep note, whenever someone searches on a particular topic, they already know about that topic. What they want is information limited to what he is searching. Readers only read first 3 lines or a paragraph if they find interesting introduction.

Longer Content Time (Proportional Sign) Dwell Time

You might be thinking that article or guide of more than 2000- words is a tough job than 500-word count blog post. But that’s what actually work. If you’ll publish long and in-depth content you are going to rule the internet kingdom. In this way, you can improve your dwell time by providing complete answer to searcher’s query.

For example, if you type “How to get more customers through digital marketing” in search. The first result of 400-word post will leave you with desire to have more information. So, what you do is pogo-sticking.

After number of clicks, this time you hit it big where you have found a comprehensive detail about “How to get more customers through Digital Marketing”.

Chapter8cnew

When you’ve got your desired information. You don’t think of even a second to read it from start to finish. This is what we call” Racking up Dwell Time”.

2000 words content worth more than 400 published content.

Break up Your content into Bit Size Chunks

Don’t represent giant wall of text in front of readers at once. Simple rule, I follow and suggest you all to present the content in sub headers. They give the key concepts and supporting ideas which make your content easily digestible. It will help your reader to understand your points easily. Accordingly, you will be getting increased Dwell Time.

image-Ring-Road

Chapter 9
Optimization Strategies-Brand Awareness

ChapterNo.9sub

Now here comes the most common mistake most of us make. We don’t publicize our brand.

It stands to reason, if someone doesn’t know about your brand then how they are going to type for your business or click on the sites in the results.

Note: Data from Word stream found that brand awareness can increase CTR by up to 344%.
Here’s how can you increase your brand awareness!

If any one searches “Best Digital Marketing Agency in Cape Cod”

Chapter9a

Which site he is likely to click on?
Ans: Obviously, the he’ll click on the brand he already knows.

Start with Facebook Ads

No matter people click on your ad or not, Facebook ads can put your brand in front of lots of eyeballs. And if those eyeballs just go through your search results, they are much likely to click on them.

Create a Valuable Email Newsletter

Send valuable and engaging content to people’s inboxes. Don’t worry about open rates in this regard. Subscribers will click only if your provided information is helpful for them.
GOOD STUFF MATTERS A LOT!

Release Ton of Content within a Short Time Period

Send valuable and engaging content to people’s inboxes. Don’t worry about open rates in this regard. Subscribers will click only if your provided information is helpful for them.
GOOD STUFF MATTERS A LOT!

It’s the time to turn Zeros into Heroes.

If you have a page on your site, then optimize the page for RankBrain. This is the way you can give it a serious RANKING.
Like we say,

Chapter9b

You can see page title tag is not much compelling.
What if you add power word and parentheses to the title tag

Chapter9c

See how this minor change bring his content a huge organic traffic.

graphchapterNo.9new

Although, traffic boost was an obvious hallmark in this practice, but you’ve noticed that RankBrain
noticed its CTR increase.

Here comes the role of RankBrain, it brought the page up in search results

Chapter9f

Fill Content with LSI Keywords

For example, if you are writing guide about link building, Domain Authority, Backlinks, Email outreach and Anchor text.
RankBrain analyzes LSI keywords and understands what the content is about.

Chapter9g

Hope so it was helpful for you guys and
you enjoyed reading this.

Now it’s your turn to share your feedback and let us
know what you’re going to implement first.

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