Google’s Rank Brain Algo Explained

We are oftened asked to explain in simple terms what Google’s Rank Brain Algorithm is. And that means without the words ‘machine learning’ or ‘artificial intelligence’. Let’s speak plainly. Google wants to predict what humans will search for. What their intent is while they are searching and the next search you are thinking of. Not while you’re typing the search query into Google but before you have thought about it. Like pre-empting you the way your Mom, partner or best friend can. You know what I mean?

One way to do this is to ensure you’re writing relevant content. Sounds simple right. Except it requires you to get behind or inside the thought process of your customers. Start by creating personas, asking what your customer segments desire, dislike, fear and are concerned about. This creates questions that your content can answer. Content that is indexed by Google’s machine learning and artificial intelligence technology called ‘Rank Brain’. Makes sense right? They want to rank your brain and put a cognitive predictive sequence in place on what your brain wants to know as you search.brain

One of our global clients who understand this Google algorithm is Wise-Sync. Wise-Sync synchronises accounting data between ConnectWise and cloud accounting software Xero and Quickbooks Online. By creating content that targets their audience explaining the operational efficiency of automating cloud accounting and improving cashflow by using their technology shows, Wise-Sync suggest to Google they understand the thought process of their clients.

Like most things in search engine content and technologies, the answer maps back to human behavior and the importance of relevant content for the user’s intent when searching.

What David Beckham can learn from Rank Brain

Yesterday in New York City, the team got together for a late lunch at Balthazar for a steak and chips. Simple no fuss. Until the David Beckham circus arrived along with paparazzi and disturbed a casual late lunch for all those dining. We were told that Beckham phoned ahead signalling the photographers to crush the diners trying to get in and out. That’s technically off line spamming.

If “Becks” understood Google rank brain, he would have already realized that it would have been better to slide into the restaurant with a pair of loafers and shades surprising diners who would have surely taken photos and shared them on social media. Let Google’s new machine learning and artificial intelligence algorithm take hold of the # hashtags and geo-locations of phones used to take pictures to promote presence on social media.

Fortunately, we were able to find some good Cannoli in Little Italy.

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