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What is Google RankBrain?

Google RankBrain is one of Google's algorithms that uses AI (artificial intelligence) and machine learning to understand the intent of web users' searches.

With this algorithm, Google can understand the intent of search queries more accurately and provide relevant results in the SERP.

The application of this core algorithm was carried out in 2015. Today, RankBrain is still a part of every search query made by users.

As the name implies, RankBrain can recognize words or phrases that are unfamiliar or sound natural.

After that, the algorithm will automatically look for words or phrases with a similar meaning and filter the search results according to the intent of the entered query.

The Importance of RankBrain in SEO

Google RankBrain, also known as rank brain, is used in every Google search.

Therefore, it is not surprising that this algorithm is one of the ranking factors on Google.

It can be concluded that Google RankBrain is still a factor to be considered in search activities on the world's largest search engine.

Therefore, it is very important to create content that meets RankBrain's own criteria.

How Google RankBrain Works

Before entering the content production and website optimization processes, you should first get to know how RankBrain works.

In general, RankBrain must perform two main tasks in the search, namely understanding the query and measuring user satisfaction or user satisfaction.

To do its job, Google RankBrain will observe the following factors:

• CTR (Click Through Rate)
• Bounce Rate
• Dwell Time
• Pogo Sticking

Some of the metrics above are determinants of user experience (UX).  Each metric has its own standard of measurement and depends on the quality of the content on the website.

Optimization Strategy Based on RankBrain

Of course, to get a high ranking on the SERP, you need to create quality content that complies with Google's guidelines.

To make sure the algorithm understands and places the content you present in the top position, apply the following strategies:

1. Using Easy to Understand Language

The first thing to pay attention to in content optimization based on the rank brain algorithm is the use of easy-to-understand language.

Like humans, AI and machine learning also find it easier to understand phrases and sentences that are arranged naturally.

Make sure to write content that sounds natural to your own ears before publishing it on a website.

The more natural your content sounds, the better RankBrain will be able to understand it.

2. Content Matches Search Intent

Another thing that needs to be considered in content optimization is understanding the search intent of the search queries or keywords used.

For that, you need to do keyword research and create a content outline that can present information according to search intent.

Pages containing content that matches your search intent can rank high in the SERPs and get organic traffic automatically.

3. Paying Attention to Content Quality

Apart from the language, you also need to pay attention to the quality of the content on the website.

Although the use of keywords is necessary in an SEO strategy, make sure to use them fairly in your content.

Therefore, you need to avoid keyword stuffing so that the quality of the content doesn't look bad in the eyes of the rank brain algorithm.

Generally, the recommended keyword density in content or articles is 1% to 2%.

To check whether your content already has the recommended keyword density, use Word Counter from cmlabs.

4. Updating Old Content

In order for the website to be better optimized, make sure to pay attention to old content that hasn't been updated.

The trick is to look at pages with content that attracts the highest traffic and rankings that have the potential to increase after optimization.

Of course, you need to pay attention to the search volume of the keywords so that content updates and optimization efforts produce optimal results.