DotBiz Word Up: RankBrain Helps the Long Tail Searcher Find Your Specialized Content

In the last quarter of 2015 Google announced that it would begin using RankBrain, a machine learning artificial intelligence (AI) system that helps it process search results to provide more relevant results for users. RankBrain uses AI to embed a huge amount of language into mathematical vectors. If it sees an unfamiliar word or phrase, RankBrain can make a guess as to the words or phrases that have a similar meaning and filter search results accordingly.

RankBrain is not just about never-before seen queries, although they are a growing part of Google's 67% chunk of the global search market and Google's approximately 3.5 billion Google searches per day. With RankBrain Google can deliver better results for rarer search terms which sophisticated searchers increasingly use.

Google has said that never-before-seen queries account for some 15 percent of all searches. These and other phrases make up something called the ‘long tail’ search which is not a simple key word or even a couple of key words, but rather a specialized search term entered to return a more focused search result. RankBrain handles the increasing number of long tail searches that more specifically describe what a searcher hopes to find.

What this means for bloggers and other content providers is that frequency of particular keywords in your content is less important. Your copy need not and should not sound as though it is knocking a reader over the head with a particular word, even if that word is as favorable a word as chocolate.

The result will be that RankBrain can hopefully deliver searchers to your content who are in a way pre-qualified for the information you are dispensing or products and services that you are selling. For more information search RankBrain.