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If you go back 15 years (which is a lifetime in “Internet years”), it was possible for websites to get search engine traffic simply by using specific keywords multiple times. Since this was so easy to do, it leads to lots of abuse and quickly hurt the quality of search engine results. The founders of Google felt like there had to be a better way, which is why they created their search engine with an algorithm that looked at how many other websites linked to another one.

This concept did work very well and is directly responsible for making Google one of the biggest tech companies in the world. However, the Internet has come a very long way over the last decade and a half. During that time, the needs and expectations of search engine users have continued to evolve. There have also always been people who look for ways to shortcut Google’s algorithm.

Dealing with both of those issues has resulted in Google continuing to refine how it ranks its search engine results. Any business that has been online for at least five years undoubtedly remembers both the Panda and Penguin updates. The latest development in Google’s evolution is a technology known as RankBrain. We’re going to cover everything you need to know about RankBrain, along with how it should affect your SEO strategy.

What is Google’s RankBrain?

RankBrain is a machine-learning artificial intelligence system that Google is now using to help sort through its search results. What makes machine-learning a form of AI is it allows a computer to teach itself how to do something based on a large set of data.

How Important is RankBrain?

Based on all the information that’s publicly available, RankBrain is pretty important. It’s long been known that as Google’s algorithm has evolved over the years, it has incorporated hundreds of ranking signals. It’s believed that out of all those signals, RankBrain is currently the third most important.

What is the Role of RankBrain in Google Search?

The main use of RankBrain is to interpret the searches that people submit to find pages that might not have the exact words that were searched for. One of the likely implications of this is Google is becoming less reliant on exact keyword phrases and more interested in returning results to searchers that cover a topic in a comprehensive manner.

It only takes a quick look at Google’s history to realize that SEO updates are always going to happen. While SEO trends and techniques come & go, certain fundamentals are always going to play a role in ensuring that a website ranks well for relevant search terms. If you want to work with a company that you can count on to help you achieve long-term SEO success, be sure to look at the search engine optimization services we offer.

Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency focused on Franchise Marketing. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.

She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters she developed Nationwide delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!