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Recently, Aubrey Lipattsev (a Search Quality Senior Strategist at Google) let the cat out about two of the three ranking factors from Google:  links, content and RankBrain. While RankBrain has been relatively known, “links and content” have been theories, but never conifrmed.

 

Article at a Glance:

  • What is RankBrain?
  • How do I get more links?
  • What do they mean by “Content”?

What is RankBrain?

RankBrain is Google’s artificial intelligence platform that executes search results.

RankBrain is an extremely secretive piece of software that conducts a process called “Machine Learning,” which is where a computer teaches itself how to do something. Before you worry about Skynet or iRobot, this is done on an extremely basic (and monitored) level. There’s relatively little control a business has over manipulating RankBrain.

How Do I Get More Links?

An item that businesses and search engine optimizers can control, is the amount of high quality links pointing to your website. The more quality links you have pointing to your website, the better.

This has been well known in the search engine community for quite some time, so it’s no surprise Google has officially confirmed this.

A few years ago, manipulating links was an easy way to get into the top search results of Google (“manipulating” means putting links back to your website on other websites, instead of focusing on creating quality content and sharing that content, where people will naturally link back to it).

Manipulating links has come under fire by Google, and should be avoided. Getting more links requires creating content that people want to share and write about on their website, which brings us to:

What do They Mean by Content?

Content is any kind of media (think about articles, videos, and audios) that can be consumed (read, watched, or listened to) by an audience. In a business sense, this is brand information, educational items, and media that your prospects and clients can use to learn more about how to purchase from you (and how to become better customers).

In a business sense, this is brand information, educational items, and media that your prospects and clients can use to learn more about how to purchase from you (and how to become better customers).

The trick is, the content your business creates has to be the most relative and best information (while also being unique) for your users. Articles that are copies of everything else out there generally don’t rank nearly as well as unique, cutting edge information.

Content is important because it is the core of everything we appreciate about the internet. When we type in a very specific search term, like “how to rank higher in Google’s search engines” we want a

When we type in a very specific search term, like “how to rank higher in Google’s search engines” we want a well-written article, or a well-done video, or professional audio (generally) that gives us real advice about how to rank high in Google.

If we type in something like, “quality brown shoes for men” we don’t want to get a bunch of results for cheap shoes or brown shoes for women. This is why we prefer using Google over other search engines, it gives us better results.

This means that if your website only sells “quality brown shoes for men” trying to rank it for key phrases like “cheap shoes” or other relatively unrelated terms is going to hurt your search engine marketing, and keep you from focusing on creating solid content for quality brown shoes.