Artificial intelligence has a lot of folks panicking, and when reading through all the news, it’s easy to see why. Many people have a dystopian view of artificial intelligence right out of 2001: A Space Odyssey. Who doesn’t remember how terrifying HAL was in that movie? There’s also lots of fear that artificial intelligence will make many jobs obsolete and irrelevant.

Little do many people know that artificial intelligence has already been making its mark in the digital marketing world and helping to improve the quality of internet content published online. Artificial intelligence is making the jobs of black-hat SEO scammers irrelevant, but opening new opportunities for energetic, passionate SEO professionals with amazing keyword research and content creation skills. Google’s search engine algorithm RankBrain was released about three years ago, and it still has SEO professionals confused and puzzled with how to create content optimized to work with RankBrain.

Our favorite aspect of SEO and digital marketing is how often they change throughout the years. SEO has evolved to another level with these algorithm changes, and we’re here to show you how you can conquer your fear of Google’s search engine algorithm and artificial intelligence by optimizing your website and content.

We hope that you will open your eyes to how you can become a Google RankBrain search engine optimization master yourself!

How Does Google RankBrain Work?

Google RankBrain is literally what it appears to be: an artificial intelligence system designed to analyze the motivation of people who type in specific search engine queries and keywords. It collects data and information from these users and then changes the results displayed to promote the highest quality websites and articles.

What separates RankBrain from other artificial intelligence and machine learning like in email filters and social media marketing is how it can update and improve a search engine results page based on the patterns it “learned” from search engine users. It factors your website’s bounce rate, the average amount of time spent, and click-through-rate to position your page. What’s extraordinary about RankBrain is how it’s not all about keywords and phrases. It looks at other components of your website to decide whether it’s worth displaying to the user.

What does this mean for your SEO in 2018? You’ll have to be more careful with your website, making sure it works and functions all throughout, with excellent website content to match. RankBrain is currently used on every search engine request someone makes to Google, so you better believe that it’s become a huge deal and a force that will continue to change SEO forever.

Google RankBrain Optimization Tips

Now that you know a little bit about how RankBrain works, you can focus on making the site changes needed to perform well. Here are the main things you need to optimize your website for RankBrain analytics.

1. Optimize Title Tags and Meta Descriptions

Focus on using the best copywriting standards in crafting your title tags and meta descriptions. Both need to succinctly describe what your content is about and have relevant keywords mentioned as well. There also needs to be an incentive for search engine users to click on your link. Never fail to mention any special offers or promos in your meta descriptions when it’s appropriate. We have a whole article on writing killer meta descriptions we strongly recommend if you need help.

2. Write How You Speak

Everyone has a unique way of communicating and speaking. Take the time to look at how you talk to others every day. What are some of your most exciting personality quirks and habits people like? Are you a storytelling master? Do you enjoy making people laugh, or is your strong suit in teaching people how to do things? Be yourself when you create content online. You don’t have to get too complicated with your content. Use the Fleisch Ease Read Test to keep your content readable for both search engines and people. The Yoast SEO plugin is also helpful in how it has the readability test built in.

3. Lower Your Website’s Bounce Rate

RankBrain uses bounce rate in its ranking determinations. What is a bounce rate on a website? The bounce rate is how many pages people looked at before exiting out entirely. You want your bounce rate to be as low as possible because RankBrain will check this statistic to see if people are finding your website valuable and worth reading. You can lower your bounce rate by keeping your site speed under 5 seconds. Achieving this involves using Google’s PageSpeed Insights tool to see what technical optimizations your website lacks.

The reason your website could be running a lot slower than expected could be because your images haven’t been compressed to under 200 KBs or there’s a problem with your JavaScript and CSS files not being minified. Whatever the case, technical SEO is never something to be skipped over. Work with your web developer, web designer, and SEO specialists to fix many of these issues.

4. Do Your Research Well

What really adds more weight and validity to your website’s content is all the research you’ll perform when finding new topics to write about. You’ll want to cite credible sources to back up your statements and claims and use external links in your content to point people to those. You can beat your competition by having better-researched content than them, and score more brownie points with RankBrain simultaneously! You may even have one of your landing pages or articles show up as a structured snippet for a keyword relevant to your business.

5. Create Fantastic Content

Here’s an undeniable fact about SEO: you need content to make it work well, and not ordinary content either. You need to find ways to make your content stand apart from your competition. Start by creating long-form content that targets medium tail and long tail keywords. Rather than creating a bunch of short 300-word blog posts and articles, spend more time creating articles and content in excess of 1000 words to give your website more of an edge.

2000-3000 word articles will also do the trick if you have more time to put into the digital marketing of your business online. Quality is much more important than quantity in SEO and content marketing. You don’t need to waste time getting into backlink pyramid schemes or anything else crazy like that when the answer to ranking well on RankBrain is a lot simpler than you’d expect.

You’re not going to get that kind of quality outsourcing your content to a content mill either, which will nine times out of 10 give you poor quality work which will harm your website’s SEO and standing with RankBrain.

Our Atlanta SEO and content marketing professionals have the writing chops and technical knowledge to give your website better RankBrain optimization opportunities. You deserve to work with the best in the field, and by calling Viridian Geeks at 470-440-3434 or email [email protected] to get a free SEO website audit from our experts! They are always keeping up with the latest SEO trends and news, so you don’t ever have to.