To optimize a website for RankBrain, understanding its workings and the different factors it considers is essential. Its evaluation criteria includes keyword analysis, on-site optimization, and the quality and relevance of content, as well as conversation rate optimization. To pass the ranking test and gain better visibility, some key methods should be made part of your SEO strategy.
First, it is important to focus on long-tail keywords. RankBrain takes a holistic approach and incorporates not only the website content but also the user’s search query. Using long-tail keywords that are relevant to the query ensures the best matching result and enhances the chance of a high ranking.
Next, the on-site optimization should be done in a way that provides the best user experience and increases relevance. This involves writing headings and titles that are rich in keywords, optimizing URL and page structure, adding meta-descriptions, incorporating image ALT tags, and setting up links to and from other webpages.
Third, website content optimization should be of high quality and relevance. Creating content that is rich in keywords is still not enough. Quality comes from providing information that is relevant and useful to the user. The goal should be to produce content that answers the searcher’s query, keeps users on the page for longer, and leads them to learn more.
Fourth, conversation rate optimization should also be part of the SEO strategy. For example, enhancing CTA buttons, designing simpler checkout processes, and optimizing websites for mobile devices can help the website funnel more visitors from the search engine result page (SERP) to the website.
Google RankBrain is a crucial element of the search engine algorithm, which means website optimization is essential to ensure successful ranking. By incorporating keyword analysis in the content, optimizing the on-site elements, providing quality and relevant content, and optimizing the website for conversion rate, website owners can ensure that their website is optimized for RankBrain and hence, better visibility on the search engine results page.