RankBrain is the third most important ranking factor in Google. This guide covers everything you need to know about the Google RankBrain algorithm.

Google RankBrain Guide Content:

1. What is Google RankBrain?
2. How RankBrain Works
3. Keyword Analysis in the World of RankBrain
4. How to Optimize Titles and Meta Descriptions to Improve CTR (Click-Through Rate)
5. How to Optimize Content to Reduce Bounce Rate
6. Bonus: Optimization Strategies and Case Studies with RankBrain.

Chapter 1: What is Google RankBrain?

RankBrain is a machine learning (AI) algorithm used by Google to sort search results and better understand search queries.

Why is RankBrain different?

Before RankBrain, Google's algorithm was manually coded. While Google engineers still refine the algorithm, RankBrain optimizes the algorithm on its own.

RankBrain adjusts ranking factors (like backlinks, content freshness, content length, domain authority, etc.) based on how users interact with search results. If the changes improve user experience, they remain; otherwise, RankBrain reverts to previous settings.

In tests, RankBrain outperformed Google engineers in selecting the best search results by 10%.

Chapter 2: How RankBrain Works

RankBrain has two primary functions:

1. Understanding search queries
2. Measuring user satisfaction.

Understanding Search Queries

Before RankBrain, Google had difficulty processing 15% of daily searches (roughly 450 million) that had never been seen before. The old system simply matched keywords to web pages.

RankBrain now understands the intent behind queries by drawing connections to previously encountered search terms. For example, it knows that "gray console developed by Sony" is similar to "Nintendo gray console" and provides relevant results.

Measuring User Satisfaction

RankBrain observes user interactions, including:

• Organic Click-Through Rate (CTR) – How often users click a search result.
• Time on Page – How long users stay on a page.
• Bounce Rate – How quickly users leave a page.
• Pogo-Sticking – Clicking on multiple results to find the best one.

If users frequently abandon a page for another result, RankBrain lowers its ranking.

Chapter 3: Keyword Analysis in the World of RankBrain

Google can now understand the intent behind a keyword. This means we need to optimize our keyword analysis process to be more RankBrain-friendly.

But how? By ignoring top long-tail keywords (they are outdated).

For example, you could create a page optimized for "best keyword research tool" and another optimized for "best keyword analysis tool." The old Google would have ranked each of them for those long keywords.

Today, RankBrain already understands that these terms are essentially the same thing and show almost identical search results.

What to do in this case? Optimize for medium keywords.

They get, on average, a higher search volume than the long ones. But they are not mega-competitive either.

For example, here is a set of keywords around the theme "Paleo Diet." Middle terms are medium-length keywords. When we optimize the page around an average keyword (and make it a great page), RankBrain will automatically rank the page for that term... and thousands of similar keywords.

An example of on-page SEO in the world of RankBrain?

Let's say I wrote an article about all the SEO tools you've ever used. The mid-tail keyword used is SEO Tools.

Most importantly, RankBrain understands that the page refers to concepts such as: "SEO tools," "SEO software," "SEO analysis tools," etc.

As a result, this page alone could rank for thousands of different keywords.

Chapter 4: How to Optimize Titles and Meta Descriptions to Improve CTR

As we saw in Chapter 1, organic CTR is an important ranking signal for RankBrain.

But how do we get people to click on our results?

We pack titles with emotion. They attract more clicks.

Copywriters have known this for years. And recently, concrete data has appeared that reinforces this fact. CoSchedule found a clear correlation between highly emotional headlines and social shares.

Let's compare two titles:

1. Productivity Tips: How to Get More Done
2. Destroy the To-Do List with These 17 Productivity Tips

At first glance, they are the same, but only the second has that "wow" that makes people go to the article. At the same time, it is kept SEO-friendly.

Of course, it doesn't always make sense to create extremely emotional titles. But whenever possible, it is welcome.

We add round and square brackets at the end of the titles.

In a study a few years ago by HubSpot and Outbrain, 3.3 million titles were analyzed. Those with brackets exceeded those without brackets in the click rate by 33%.

Types of brackets used:

• [Infographic]
• (New information)
• [Report]
• (Case Study)
• (Proven Tips)

We sprinkle powerful words in the title tags.

Precisely because they have a serious emotional impact, they stand out more and, respectively, attract more clicks.

Here is a list of powerful words:

• Effective
• Case Study
• Example
• PROVEN
• Study
• New
• Strong

Don't forget to optimize the meta descriptions for CTR (to increase the click rate).

Yes, meta descriptions don't directly help with SEO. However, an optimized description can significantly increase the CTR.

How do we create meta descriptions that deliver results?

• We add emotion to the description, just like in the title.
• We sell WHY someone should access our result. Is our content understandable? Based on studies? Funny?
• We copy words and phrases used in paid advertising (from Google Ads) and include them in the meta description.
• Finally, we include the target keyword. Google will highlight it.

Chapter 5: How to Optimize Content to Reduce Bounce Rate

OK, we've applied the above CTR tips, and now more people than ever are clicking on our result, but how do we show Google that this result makes users happy?

We increase the time spent on the page.

The more time someone spends on your page, the better it is for Google, which moves it higher in search results. But if people leave the page after less than 2 seconds, Google demotes it by a few positions.

So how do we reduce the bounce rate and increase the time spent on the page?

• We bring the important content as high as possible on the page.
• We use short introductions (5-10 sentences MAXIMUM).
• We publish long, comprehensive content (at least 2,000 words).
• We break the content into smaller pieces using subtitles.

Pro Tip: Avoid boring subtitles.

Instead of "Lapel Drills" or "Stay Hydrated," use "3 Lapel Drills the Pros Use" and "What New Studies Say About the Need to Stay Hydrated."

Chapter 6: Optimization Strategies and RankBrain Case Studies

If someone knows your brand, they are more likely to click on your website in search results. Data from WordStream found that brand awareness can increase CTR by up to 342%!

How do we increase brand awareness and improve CTR?

• We try out Facebook Ads. Even if people don’t click or convert, Facebook ads put your brand in front of many eyes.
• We create an extremely valuable newsletter. Nothing increases brand awareness like sending valuable content to an inbox.
• We do a "Content Blitz." This is where a lot of content is created in a short period rather than posted sporadically throughout the year.
• We turn "Zeros" into "Heroes." If a page on the site is underperforming, we optimize it for RankBrain.
• We use LSI (Latent Semantic Indexing) keywords to fill in "Content Gaps."

Examples of LSI keywords for a guide on building backlinks:

• Backlinks
• Domain authority
• Sending emails
• Anchor text

Now you, too, are ready to optimize your site for RankBrain! Good luck!