What is Google RankBrain & How Does It Impact Overall SEO Strategy

RankBrain as a pivotal component of Google’s search algorithm, many businesses and online marketing companies have found themselves grappling with its true nature and functionality. The enigmatic nature of RankBrain has left SEO professionals seeking answers about its impact on search engine optimization. If you’re curious to unlock the mysteries surrounding RankBrain, you’re in the right place. In this article, we will delve into the verified insights provided by Google to shed light on RankBrain and its significance in the realm of SEO. Stay tuned to gain a comprehensive understanding of this transformative algorithmic element.

What is RankBrain?

Launched by Google in 2015, RankBrain is a machine learning algorithm that is meant to assist Google in comprehending search results, especially those that have never been witnessed by Google earlier. This implies that RankBrain has a more vital influence on the 15% of search queries daily that are not seen by Google before. However, it can affect popular queries as well. RankBrain will assist Google by providing the facility to give more importance to certain kinds of keywords that are normally overlooked while ranking search results in a search query results. The whole concept of RankBrain is very simple: ‘to present the users with the best search engine experience by taking their least amount of time so that when users type in a search query, they receive almost immediate results’.

How RankBrain Works?

RankBrain’s main objective is to provide the users with further appropriate search results by understanding the meaning of the entire phrase rather than emphasizing on singular words. Naturally, this algorithm is meant to manage complicated long-tail queries in an effective manner, understand the ways in which they are related to certain topics and present the users with the right search results. RankBrain is capable of understanding patterns behind various search queries that may look irrelative and seeks connections among them. This enables Google to comprehend a phrase that has never before been dealt with by associating it with phrases it has already come across. This implies that as a machine-learning system, RankBrain is teaching itself continually, apparently by keeping attention to metrics such as time spent on page by the users or bounce rate. E.g. if a user thinks that the results that are displayed are not related to their query, the algorithm will display different results for that query in the next time.

Impact of Google RankBrain on Search Engine Results

Direct Impact

It may come as a surprise to many that the manner in which RankBrain impacts the actual search results is not as considerate as the majority of the people thought it would be. Although Google said it earlier that RankBrain is the third most significant part of the Google search algorithm but Gary Illyes explained that while RankBrain is “touching” all the search results, it isn’t significantly altering the order or the way these results show for various searches.


RankBrain will impact queries from all the countries and languages, thus it can be implemented notwithstanding the languages.

RankBrain Misconceptions

There have been various misconceptions regarding RankBrain in the industry. We have provided some of the most common misconceptions that were deflated by Google:
  • Advertising
RankBrain is not influenced by advertising spend. The manner in which the regular organic search results where it does not matter whether a website is spending $1 million per month on AdWords advertising or $0, it is the same with RankBrain.
  • Social Sharing
Various SEO algorithms have concern regarding social sharing, however, Google has validated that despite the number of times a website is shared or liked  on the social media, it is not having any impact on RankBrain at all.
  • Market Areas
In highly competitive market areas RankBrain does not play a highly significant role. It is capable of possibly influencing a more competitive search query just as much as one that anyone seldom searches.

Optimizing for RankBrain

RankBrain has a vital part to play in the manner content is filtered by search engines. As Google representatives have said that it is the third most prominent ranking factor. We provide you the best tips that will assist you in maintaining the growth of your organic presence:
  • Research the Intent Behind Every Keyword
Machine learning has started to comprehend the ways in which context plays a role in searches. It is important for you to know and understand the intent of searcher behind each keyword otherwise you can end up consuming an immense amount of time as well as money. The best way to do this is by placing yourself in the shoes of the user and see what they are really looking for.
  • Craft Long-Form, Relevant Content for It
After you are sure what the intent of the user is, you must start to work on the content for it accordingly. The overall objective that Google always has is shared by RankBrain as well, i.e. to present the user in the very first search with the content that they are actually looking for. It is very simple; in case your content is not helpful in solving the user’s problem for a particular query, you are not going to be ranked for it. Always keep in mind that content is always the king and plays a vital role when it comes to ranking. If you fail to provide a content which is not relevant, you will not receive traffic on your website. Ensure that you are creating a content which is long-form and solves the user’s problem in an effective manner. RankBrain is aware which content is appropriate for the searcher and which is not. So make sure that you keep the aforementioned tips in mind and work accordingly to rank higher in search engine results.  


Google RankBrain is an artificial intelligence (AI) system developed by Google to enhance the search engine’s understanding of user queries. It plays a crucial role in the search algorithm, helping to interpret and process complex search queries.

RankBrain uses machine learning to analyze and interpret search queries that it hasn’t encountered before. It attempts to understand the user’s intent behind the search and provides more relevant search results based on its understanding.

RankBrain takes into account various factors, including the context of the search, the user’s search history, and the words used in the query. It aims to provide the most relevant results by understanding the user’s true search intent.

RankBrain’s influence on SEO strategy is significant. It emphasizes the importance of creating high-quality, relevant, and engaging content that aligns with users’ needs and intents. Keyword stuffing and traditional SEO tactics alone may no longer be as effective.

While RankBrain doesn’t have specific preferences for content types, it does prioritize content that effectively answers users’ questions or fulfills their needs. Content that is informative, valuable, and user-focused tends to perform better.

To optimize for RankBrain, focus on understanding your target audience’s search intent and create content that precisely addresses their queries. Use natural language and avoid over-optimization. Ensuring a positive user experience and faster page loading times also contribute to better rankings.

RankBrain itself doesn’t penalize websites. Instead, it aims to provide users with better search results. However, if your content doesn’t meet users’ expectations or violates Google’s quality guidelines, other aspects of Google’s algorithm might lead to lower rankings.

Yes, RankBrain can influence which content is selected for featured snippets and other rich results. By understanding user intent better, it can present more relevant and valuable content in these prominent search features.

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