RankBrain is Google’s machine learning component that helps interpret ambiguous queries and measure user satisfaction signals. Optimize for intent and usage metrics like CTR and dwell time.
Ever feel like you are writing content for a lot of different keywords, but you are not sure if Google even understands what you are talking about? It can be tough to know if you are on the right track. But what if I told you there is a smart part of Google’s algorithm that can figure out what a person wants, even if they do not use the right words? I am talking about something called RankBrain. I have been in this game for 15 years, and I have learned that understanding this is key to creating content that people actually want to read and that Google loves to rank. I am going to explain exactly what is RankBrain and give you some simple, actionable tips to make your content work smarter for you. You will walk away knowing how to get more of the right people to your site.
So, what is RankBrain? It is a part of Google’s core algorithm that uses artificial intelligence to better understand a user’s search query. It looks at a lot of things, like the words in the query, the context, and the user’s past behavior, to figure out what they really want. For example, if someone searches for “best recipe for apple pie,” RankBrain can understand that they are looking for a recipe, even if they do not use the words “recipe” or “how to make.”
RankBrain is a major part of good SEO because it shows you that Google is smart enough to understand a user’s intent. Your job is to create content that is so comprehensive and clear that it is a perfect match for a lot of different, but related, search queries. This helps you get a lot of traffic from one single piece of content and build a strong, authoritative website that Google loves to rank.
How RankBrain Impacts Different CMS Platforms
The principles of optimizing for RankBrain apply to every website, no matter the CMS. Your platform is just the tool you use to create the content. I am going to show you how to think about this with some of the most popular platforms. The goal is to create content that is a perfect match for a user’s search, no matter how they phrase it.
WordPress
WordPress is a great platform for handling RankBrain because you can easily create long-form, comprehensive blog posts. I recommend you use it to create “pillar content” that covers a broad topic and a lot of related keywords. For example, a single, detailed guide to “gardening” can rank for searches like “how to plant vegetables,” “best soil for flowers,” and “gardening tips for beginners,” because RankBrain knows they are all related.
Shopify
For Shopify, you can use RankBrain to your advantage by creating detailed product descriptions and blog posts. For example, a single product page for “Men’s Waterproof Hiking Boots” can rank for a lot of related searches, like “best hiking boots for men” and “waterproof boots for trails.” You can also create a blog with helpful articles that cover a lot of related product keywords in one place.
Wix
Wix makes it easy to create new pages and blog posts. You can use this to your advantage by creating a single, comprehensive page for a topic. For example, instead of a page for “web design pricing,” you can create a single page called “web design services and pricing.” This helps you rank for a lot of different keywords with one page and keeps your site from having a lot of thin content.
Webflow
Webflow’s design freedom allows you to build a single, beautiful landing page that covers a lot of related topics. You can have a main section that targets a broad keyword and then have subsections that go into a lot of detail about more specific, related keywords. This helps you have a single, authoritative page that ranks for a lot of different searches.
Custom CMS
With a custom CMS, you have the most control to build a system that supports a RankBrain strategy. You can build a system that encourages your content creators to create long-form, comprehensive content that targets a lot of different keywords. You can also track a lot of related keywords and make sure they are all being covered by a single, authoritative page.
How RankBrain Applies to Different Industries
The concept of RankBrain is the same for every business, but the way you apply it changes depending on what you do. It is all about figuring out what your audience wants and giving it to them in a single, comprehensive piece of content. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, RankBrain is all about your product category pages. I recommend you create detailed, long-form category pages that include everything a customer needs to know. For example, a category page for “women’s running shoes” can rank for “best running shoes for women,” “women’s jogging shoes,” and “women’s trainers.”
Local Businesses
For a local business, you can use RankBrain by creating a single page that lists all of your services in a specific location. For example, a single page titled “Plumbing Services in Sialkot” can rank for “emergency plumber Sialkot,” “Sialkot drain cleaning,” and “Sialkot water heater repair.” This helps you rank for a lot of local searches with just one page.
SaaS
For a SaaS company, you can use RankBrain by creating a single, comprehensive guide that covers a lot of related topics. For example, a single guide titled “Project Management for Small Businesses” can rank for keywords like “how to manage a remote team” and “best project management tool.” This helps you attract a lot of different users with one amazing piece of content.
Blogs
For a blog, RankBrain is a perfect strategy. Instead of writing a bunch of short articles, you can write one amazing, long-form article that covers a lot of related keywords. This helps you build a strong, authoritative page that can rank higher and for more keywords than a lot of small, thin articles.
FAQ Section
What is the difference between RankBrain and other parts of Google’s algorithm?
RankBrain is an artificial intelligence part of the algorithm that helps Google understand a user’s intent. Other parts of the algorithm look at things like backlinks, content quality, and site speed. RankBrain helps Google figure out what the user really wants, even if they do not use the right words.
How can I find out what keywords to target for RankBrain?
You can use a few simple methods. Start by looking at your Google Search Console reports. Look for a lot of similar, low-ranking keywords that are all pointing to the same page. You can then create a new, single page that targets all of them. You can also use a keyword tool to find related keywords that you should cover in one article.
What is “user intent” and how does it relate to RankBrain?
User intent is the reason a person is searching for something. RankBrain is an algorithm that helps Google understand a user’s intent. By creating comprehensive, high-quality content that answers a user’s intent, you are telling RankBrain that your page is a perfect match for that user’s search, which can help you rank higher.
Should I delete my old, short articles and combine them into one?
Yes, often this is a great strategy. If you have a lot of short, similar articles that are not ranking well, you can combine them into one single, comprehensive article. This helps you create a high-quality, authoritative page that is much more likely to rank for all of those keywords.
