Google RankBrain is ushering in a new era in search results. This machine learning system is extending artificial intelligence to the next level
One of the core goals at Google is to make search rankings less predictable and more intelligent. With regular changes to its ranking algorithm in the recent years it has been able to reduce manipulations of the search results and add value to their user experience. As Search Engines take a whole new meaning with more than one billion sites worldwide, the latest development from Google is here – RankBrain. This is a part of the search engine giant’s strategy to make search results smarter. While it may be a small addition to Google updates it promises to change the way users are served results for their queries.
What Is RankBrain?
While some have termed it as RankBrain algorithm it isn’t a complete and independent algorithm but only a small part of it. It has been made a part of Google’s Hummingbird ranking algorithm which is Google’s latest search engine algorithm and includes all updates from Penguin, Panda and Pigeon algorithms. RankBrain is essentially a machine learning system that has been incorporated into latest search engine algorithm to improve user experience. It is quite similar to Artificial Intelligence where RankBrain would train the search engines to streamline search results without completely depending on human input.
How It Affects Search Results?
RankBrain is already affecting the search results and is considered one of the most important ranking signals among the 200 odd that Google relies on to rank websites. In fact experts say that this new AI tool is changing the entire spectrum of how searches are conducted. In the past Google would deal with two search queries searched together separately and not relate to their meaning. The search is now moving towards semantics (or meaning) and context of your search (what you have searched previously) is also defining the results. In fact the more you search on Google; it will refine the results further to offer you a whole new experience.
Specializing In New Searches
According to Google one of the primary objectives of this AI System would be to handle new search queries. On an average the search engine handles 15% new queries and this translates to almost 450 million searches worldwide. What it does with the new searches is that it would interpret the languages, queries and even to some extent go beyond and try and read through your mind to offer search results. A lab test conducted in Google saw RankBrain outsmart its developers in a game of predicting search queries. The AI tool would tack patterns of usage among users and also record other finer points of the user habit to streamline their experience.
RankBrain is just the start of a whole new era of using the search engine. It will increasingly move towards catering tailored results that match the interests and search query of the users. Though the technology for voice based searches has been in place for long it hasn’t been prevalent. The latest development will turn Google into a smarter search engine and recreate magical experience for the users.
Sophia Smith is online marketing consultant and she is associated with Submit2Rank, who regularly follows Google updates. Here she is writing about RankBrain Algorithm which has brought in artificial intelligence to search results.